NEWS19 February 2021

Merkle drops Aquila brand name

Europe M&A News UK

UK – Dentsu-owned customer experience management company Merkle has retired its Merkle Aquila brand, the name given to the data analytics business it acquired in 2017, Aquila Insight.

The acquisition of Aquila Insight expanded Merkle’s customer analytics business in Europe, the Middle East and Africa. The business was founded in 2012 with headquarters in Edinburgh and London.

It will now be known as Merkle.

Dropping the Aquila brand name completes the integration of the companies’ combined analytics offer in Europe, including customer and digital analytics practices.

Anne Stagg, chief executive of Merkle and dentsu CXM service line, UK, said: “The Aquila team has been a fantastic addition to our business and I am excited about the opportunity that combining our capabilities brings to our clients’ transformation programmes. The integration of our data analytics business has transformed the service we offer.”