Merkle B2B integrates gyro and Merkle DWA

Dentsu's data-driven customer experience management (CXM) company, Merkle, has integrated gyro and Merkle | DWA as part of Merkle’s continuing realignment of its portfolio of B2B agencies into Merkle B2B. In Singapore, Merkle B2B will be headed by Rhys Taylor (pictured), who has led the Asia Pacific offices of gyro since 2020. 

Merkle B2B was first formed in September 2020 when Merkle decided to bring together five agencies to deliver B2B brand creation and activation on a global scale, making it easier for marketers to enable end-to-end business marketing solutions. At that time, the agencies which made up Merkle B2B were Merkle, Merkle | DWA, gyro, B2B International and Digital Pi.

According to Merkle, the latest move marked a significant step towards presenting a more innovative and indispensable full-service growth partner for the world’s leading B2B brands. It also represents Merkle’s business imperative of organisational adaptiveness which focuses on delivering an end-to-end CXM, maximising performance, and client outcomes. 

“After nearly seven years of leading our B2B offering in the region, it is very exciting to see the full integration of Merkle | DWA and gyro expanding our capabilities and making everything simpler for clients in this rapidly changing landscape," said Kiaran Geen, APAC president of Merkle B2B. Geen added by bringing together its full-service offering to its clients, it is able to create personal relationships between B2B brands and people. This in turn, puts human relevance back at the centre of brand connections. 

By combining the collective strength of these brands, Merkle B2B is said to possess the knowledge, expertise, and vision to deliver world-class integrated customer experiences and become an indispensable growth partner to the world’s leading B2B brands. 

Meanwhile on the leadership front, Merkle appointed industry-heavyweight and Wunderman Thompson veteran Krishnan Menon in October last year as its chief client officer for Merkle and dentsu CXM APAC. In this newly created role, Menon reports to Z Shen, president Merkle APAC. As chief client officer, Menon will oversee Merkle’s client services delivery across the region. He is also tasked with elevating Merkle’s integrated client management approach and delivering the full value of dentsu’s CXM capabilities. 

As clients across the region make rapid strides towards being customer-centric and purpose-driven, I will focus on bringing them the best that Merkle and dentsu have to offer,” said Menon. “Together with the outstanding talent at Merkle across the APAC markets, I’m confident that we’ll bring added value and growth to our clients’ businesses."

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