dentsu HK names Nathan Petralia Merkle MD

Dentsu International Hong Kong has promoted Nathan Petralia as managing director of Merkle, dentsu’s recently launched CXM (Customer Experience) Service Line.

Petralia will be accountable for Merkle’s operation and yielding a competitive advantage for the agency network as an integrated service provider (Creative, Media, CXM) and driving strategic growth for the CXM business in the market given the vast potential.

According to the press release, Petralia first joined Isobar Commerce Hong Kong in 2018, then he stepped up as general manager when the group launched Merkle Hong Kong last year. According to the agency, the promotion of Petralia signifies Merkle’s Strong Growth.

“This promotion signals our commitment that Merkle is our key strategic growth pillar for the overall Hong Kong operation, it also demonstrates our trust in Petralia (pictured), knowing that he is the right captain in leading Merkle for us,” Simone Tam, CEO of dentsu International Hong Kong said. “Petralia will bring together the customer experience capabilities Merkle owns and drive synergies and integration across the entire agency group and for our clients,” Tam added.

“I have always been passionate about customer psychology and data. Like any other person, I get pretty annoyed when I get irrelevant advertising because it tells me this brand does not know what I want and is wasting money on irrelevant advertising,” Nathan Petralia said. “With Merkle, I can help dentsu clients capture and leverage valuable data to increase their marketing effectiveness with predictable and measurable results, bring brands and customers closer together, and maximise the customer experiences and brand loyalty,” Petralia added.

Earlier in April, Merkle has named John Riccio as president of Merkle APAC, which includes Greater China, Southeast Asia, India, and ANZ. In his new role, Riccio will play a critical role in leading the growth and evolution of Merkle APAC, as well as continue in his existing role as CEO of Merkle’s ANZ region. He replaces Zhengda Shen, who has announced his retirement after more than two decades on Merkle’s executive leadership team, effective 1 July 2022. 

Dentsu international Hong Kong is made up of 6 leadership brands - Carat, dentsu X, iProspect, Isobar, dentsumcgarrybowen, and Merkle. Dentsu international Hong Kong helps clients to win, keep and grow their best customers and achieve meaningful progress for their businesses, while being the most integrated communications group in Hong Kong offering media, CXM (customer experience), and creative lines of services. Leading brands include Carat, named #1 media agency, and dentsum cgarrybowen named Advertising Agency of the Year. 

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