Merkle creates B2B group

Merkle B2B will help integrate the five different Merkle businesses, with Merkle joined by B2B media agency Merkle|DWA, B2B strategy and creative company Gyro, insight firm B2B International and digital marketing agency Digital Pi.

The collective said the strategic integration would help foster B2B brand creation and activation globally, making it easier for marketers to enable end-to-end business marketing solutions.

Around 1,000 people will work for Merkle B2B, and the collective will manage $16bn in global billings.

Merkle B2B will be backed by Dentsu Aegis Network, which comprises 10 global network brands in media, digital and creative communications.  

Dentsu completed a full purchase of Merkle earlier this year following its acquisition of a majority stake in 2016.

Michael McLaren, global chief executive of Merkle B2B, said Merkle B2B would offer marketers “world-class creative, data, media, and insights”.