NEWS22 February 2023

Dentsu acquires Spanish CRM firm in Merkle expansion

Europe M&A Media News North America

US/SPAIN – Media company Dentsu has acquired Spanish marketing and customer relationship management (CRM) services firm Omega CRM Consulting for an undisclosed amount and merged it with its customer experience management subsidiary Merkle.


The deal will see Omega and its subsidiaries, as well as all members of staff, transfer over to Merkle, swelling Merkle’s workforce to around 750 staff in Spain.

Omega’s senior team will also join Merkle, with David García Fuentes, chief executive at Omega, reporting directly to Merkle Europe, Middle East and Africa (Emea) president Margaret Wagner.

The company will be known as Omega CRM, a Merkle company with immediate effect, with both firms developing joint go-to-market across both businesses in Spain.

Omega was founded in 2002 and has more than 550 employees across 10 offices in Spain and one office in France, specialising in CRM services across industries including health and life services, education, non-profit, manufacturing, utilities and retail.

Merkle operates in 18 countries in Europe, Middle East and Africa and employing more than 4,900 employees.

García Fuentes said: “Merkle’s capabilities and global reach are a perfect fit for us, not only from a business perspective but also from a cultural and talent perspective.

“We share similar company values, which will open a whole new world of great opportunities for our team in the years to come.”

Wagner said: “This is such an exciting deal for Merkle’s Emea business, adding scale and capability to our customer experience management offering.

“Spain is an important market, and the acquisition of Omega CRM supercharges our global and regional growth strategy.”

Michel Mayor, senior vice-president global Salesforce practice at Merkle, added: “Omega’s focus on implementing best-in-class solutions for brands, while driving the right social impact for its employees and the Salesforce ecosystem, aligns with our core values and philosophy.

“I look forward to helping Omega CRM accelerate its local market success.”