By Johanna Goucher

Merkle have today announced the acquisition of UK Customer Relationship specialists dbg.

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Launched in 2007, dbg has built a formidable reputation in highly targeted data-driven marketing services and currently employs a team of 130 specialists across two sites in London and Bristol. Their services include Marketing Database Solutions, Multichannel Campaign Management, Data and Business Intelligence, Data Visualisation, Digital Communications Strategy, email marketing, analytics and outsourced campaign management. Teamed with our additional services in programmatic and paid search, we will undoubtedly become a force to be reckoned with. As a result of Merkle’s acquisition, dbg’s London team will be moving into our brand new 25,000 square foot offices near Tower Bridge later this year.

Simon Norris, Senior Vice President of Periscopix, a Merkle Company comments, “We are delighted at the prospect of working closely with the team from dbg as they combine fantastic technical capabilities with a fervent dedication to delivering great service to their clients. Addressability is at the forefront of digital marketing and our combined skills put us in a unique position to deliver cutting edge services to our clients in the coming years.”

Over the last few years, Merkle has established a market leading position in the United States focused around the convergence of the established online marketing disciplines of programmatic and search advertising, and the individually personalised capabilities of Customer Relationship Marketing. Bringing together the skillsets and technical capabilities of Periscopix and dbg will continue this vision in the UK and European markets.

Tim Berry, who formerly served as president of Merkle’s CRM solutions, will assume the role of president of Merkle Europe, driving the agency’s overall European growth strategy. “With its foundation of data and analytics-based solutions, coupled with expertise in many of the same industries served by Merkle, dbg will help us continue to increase our global footprint and further build out our European hub in the UK,” Tim Berry commented. “What we do for our clients in the US has been validated by Forrester in its most recent Customer Insights Services Providers Wave® Report, and we aim to bring the same capabilities, with an equal degree of service excellence, to Europe. We are confident that the combination of dbg’s talent base and skill sets with Merkle’s deep expertise in CRM will help solidify our position as a global leader in performance marketing.”

This merger of class leading expertise will allow us to deliver pioneering services to our existing and future clients and help to innovate and develop digital customer marketing over the coming years. Few, if any, other UK based agencies currently have similar capabilities and, at Periscopix, we are incredibly excited to be in this position.

We’re looking forward to this new chapter in dbg’s history,” said dbg CEO Richard Lees. “This will allow us to expand the range of products and capabilities available to clients, adding best-in-class expertise and global scale. And having worked with our friends at Periscopix for some time with brilliant results, it makes complete sense to move in together!

At a more day-to-day level we have been working with the team at dbg over recent months and have been enormously impressed with their culture, dedication to client service and technical capabilities. Joining together different organisations can sometimes be challenging but it has become clear over this time that we are already extremely well-aligned.

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