Dentsu launches Merkle in Indonesia led by Arshad Rahman

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Dentsu Indonesia has launched Merkle, a data-driven customer experience management company specialising in driving people-based marketing strategies. Merkle also helps brands to create a competitive advantage through hyper-personalised experiences across platforms and devices. The new offering is led by the COO of iProspect, Arshad Rahman and supported by some key hires including Ammar Prayitno as CXM solutions director of Merkle Indonesia.

Maya Watono, CEO of Dentsu International Indonesia, said there is no better time to launch Merkle in Indonesia. According to her, customer experience has become a critical component of businesses in Indonesia. With many companies in multiple industries starting to implement customer experience strategies to boost standings and"future-proof themselves to the demands of consumer experience in the digital world, Watono said Merkle Indonesia is ready to help brands innovate and map out their customer experience strategies to stay ahead of the curve.

To reimagine the Indonesian customer journey, Merkle will commence operations with 30 experts including data scientists, engineers, developers, and consultants to strengthen the user's customer experience through customer experience consulting, digital transformation and data transformation. With the addition of Merkle, Dentsu Indonesia also launched customer experience management to its business offerings along with creative and media, establishing its integrated solutions into three service lines with multiple agency brands.

According to an Indonesian consumer report by Dentsu Insights, COVID-19 has been a catalyst of digital transformation where online consumption has increased by 70% within 60 days after the hit of the pandemic. Also with the implementation of the large-scale social restrictions, 85% of consumers have reported a change in daily lifestyle.

Consequently, with the increase in movement towards the digital economy, the urgency for responsible marketing for consumer data privacy increased as well. As the government is in the progress of finalising the Personal Data Protection Bill, Dentsu Indonesia said that brands need to pioneer and be aware of regulating their marketing efforts with a consumer-first mindset, resonating with how marketers are tackling the effect of the third-party cookies phase-out. The agency also takes into consideration the importance of diversity, equity and inclusion as most multinational brands embracing an unbiased and anti-racist customer journey.

The roll-out of Merkle in Indonesia comes shortly after the offering was launched in Hong Kong last week. The expansion into Hong Kong marked a significant step in its global growth strategy by adding its footprint in the APAC region. With global expertise and strategic partnerships across Adobe, AWS, Google, and Salesforce, Merkle aims to transform customer experiences. Globally, Merkle is currently led by CEO Craig Dempster who was appointed to the role last June.

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