Staff Reporters
Mar 25, 2022

Dentsu Singapore completes integration of Happy Marketer

Following Dentsu’s acquisition in 2019, Happy Marketer has now been rebranded to Merkle Singapore.

L-R: Sanchit Mendiratta, Prantik Mazumdar, Emily Han, Rachit Dayal, Awadesh Madhogaria
L-R: Sanchit Mendiratta, Prantik Mazumdar, Emily Han, Rachit Dayal, Awadesh Madhogaria

Dentsu Singapore has completed its integration of digital marketing agency Happy Marketer, which will now be rebranded to Merkle Singapore. Dentsu acquired Happy Marketer in 2019 as part of the network’s realignment of customer experience management (CXM) capabilities under Merkle.

Sanchit Mendiratta will lead Merkle as managing director and will retain his role as data lead for Dentsu Singapore. Awadesh Madhogaria will serve as chief technology officer, and Emily Han will be chief client officer.

At present, Merkle Singapore has over 80 staff and specialises in data-driven marketing solutions with clients including ING Bank, Standard Chartered, NTUC Income, Grab, and SPH. The next goal for Merkle is to expand into financial services, fintech, telecommunications, travel, and ecommerce. It has partnerships with various tech platforms including Google, Salesforce, Adobe, Tealium, and Insider.

Dentsu Singapore CEO Prakash Kamdar said in a statement, “Merkle Singapore has transformed our data-driven CXM offerings since its acquisition in 2019 and will undoubtedly continue to reimagine and reshape the future of digital marketing for our clients in Singapore and the region. The team has been a natural fit to Dentsu’s culture and integrated approach."

Source:
Campaign Asia

Related Articles

Just Published

4 hours ago

Dentsu prioritises media in new growth plan ...

Dentsu has allocated $328 million to rebuild the business in 2025, with a further $295 million to be invested over the next three years.

11 hours ago

Creative Minds: Sally Anderson is always asking ...

Meet Australian creative Sally Anderson who moved to Beijing over a decade ago to take on the challenge of shaping a new generation of brands.

12 hours ago

OMG taps Dentsu exec for Malaysia CEO position

EXCLUSIVE: Winnie Chen-Head steps into Eileen Ooi's shoes, who was elevated to PHD APAC chief executive in September 2024. Chen-Head’s appointment is effective March 2025.

12 hours ago

2025 salary benchmarks: Marketing, creative, comms

MCG Talent unveils its salary benchmarks for industry roles in Hong Kong and Singapore, with junior talent equipped with AI expertise expected to be given more opportunities this year.