Dentsu Aegis To Acquire Merkle

placeitDentsu Aegis Network, a London-based agency network, announced it has agreed to acquire a majority stake in Merkle, a data-driven marketing agency. The deal is valued at $1.5 billion, according to reports.

Dentsu Aegis will incorporate Merkle’s data-driven marketing solutions into the company’s media, performance, content and brand commerce offerings. Merkle benefits from Dentsu’s global footprint.

Dentsu Aegis has been active over the past couple months in an effort to bolster its offerings. The company acquired B2B marketing agency gyro last month, as well as Denmark-based direct and digital marketing agency Magnetix in June 2016.

Dentsu Aegis CEO Jerry Buhlman added that “Merkle brings a powerful range of data-led, fully addressable and real-time capabilities. The combination of our two businesses will create a compelling offer in that context for existing and potential clients.”

Merkle reported $436 million in revenue for 2015..and employs 2,900 people. It has also been active in the acquisition market, acquiring the UK-based marketing solutions agency DBG in February 2016 and real-time decision management solution provider Comet Global Consulting in March 2016.

“Becoming a part of Dentsu Aegis Network further strengthens our position and allows us to accelerate our goal of being a world-class global performance marketing agency,” said Merkle Chairman and CEO David Williams, in a statement. “Ultimately this is about doing great work for clients and being part of Dentsu Aegis Network will enhance our ability to be true strategic partners to our clients.”