Merkle B2B announces the complete integration of gyro and Merkle | DWA

Merkle, a leading technology-enabled, data-driven customer experience management (CXM) company and part of dentsu, announces the completion of the integration of gyro and Merkle | DWA, creating a major unified force for innovation and growth in the B2B sector. This move is part of Merkle’s continuing realignment of its portfolio of B2B agencies into Merkle B2B.

The announcement is a significant step towards presenting a more innovative and indispensable full-service growth partner for the world’s leading B2B brands. As the market continues to evolve, the brand alignment speaks to changing customer needs such as broader models and more integrated solutions to raise the bar on customer experiences in the B2B space. The move represents Merkle’s business imperative of organisational adaptiveness which focuses on delivering an end-to-end CXM, maximising performance, and client outcomes.

Since the launch of Merkle B2B in September 2020, Merkle | DWA, Merkle’s specialist B2B media agency, and gyro, Merkle’s specialist B2B creative agency, have seamlessly transitioned over the past year to form a fully integrated, best-of-breed solution. In Singapore, Merkle B2B will be headed by Rhys Taylor (pictured), who has led the Asia Pacific offices of gyro since 2020.

dentsu acquired DWA and gyro in 2016 and 2017, respectively, forming two fifths of the full Merkle B2B group, which also includes Merkle, B2B International, and Digital Pi.

“Following 18 months of working together and developing new solutions to meet the changing needs of our existing B2B clients, we’re excited to formalise this integration and show the market what the future of B2B marketing looks like through the Merkle B2B brand — and give our employees wider opportunities within the broader B2B group,” said Taylor.

In APAC, the business has grown by some 30% in the past 12 months and impressive figures continue, for in less than a year Merkle B2B has amassed 25+ global marketing and creative award wins including recently recognized as the Southeast Asia B2B Marketing Agency of the Year (Silver) at Campaign’s Agency of the Year Awards 2021, B2B Agency of the Year (Large) at The Drum B2B Awards, as well as being listed as B2B Marketing’s #1 US B2B Marcomms agency of 2021, B2B Marketing’s #1 Fastest Growing US Agency of 2021 and Chief Marketer’s 200 Top Marketing Agencies of 2021 for gyro.

These figures and achievements highlight Merkle B2B’s incredible creative drive as it continues to expand and enhance its capabilities.

Kiaran Geen, APAC President, Merkle B2B, said: “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. With this move, we are bringing together our full-service offering to clients to completely transform modern customer experiences, creating personal relationships between B2B brands and people, and putting human relevance back at the centre of brand connections.”

To learn more about Merkle B2B, click here.