Technology-enabled data-driven performance marketing agency Merkle launches in Australia

Merkle, a technology-enabled, data-driven performance marketing agency, today launches in Australia, with Dentsu Aegis Network agency Columbus becoming Columbus, a Merkle Company. Columbus’ team of nearly 100 performance, experience and data marketing experts add immediate and significant scale to Merkle in the local market.

Columbus, a Merkle Company will be led by current Columbus CEO Rebecca Tos (above centre). The agency team remains unchanged with the global suite of Merkle capabilities being introduced as part of the agency’s offering for clients.

Says Simon Ryan (above right), CEO of Dentsu Aegis Network ANZ: “Together, Merkle and Columbus will accelerate our growth and differentiation in Australia. While Columbus is already one of the leading performance media businesses in Australia, Merkle will allow us to better help clients improve customer engagement, enhance competitive positions and maximise return on marketing. We are now better than ever placed to convert customers across channels with a personalised and different user experience.”

Says Zhengda Shen (above left), president of Merkle Asia Pacific: “Columbus’ market presence and reputation, strong client base, as well as their leadership team provides Merkle an immediate and significant presence in Australia. Their data-driven marketing approach is the perfect match to Merkle’s heritage in data, analytics, and technology. With Columbus, we are excited about the opportunity to introduce true people-based marketing in the Australian market.”

Tos will have dual reporting to Ryan and to Shen.

Columbus offices outside Australia (Singapore, Hong Kong, Malaysia, Thailand, Taiwan and India) are not impacted by this change.