Dentsu Aegis Network announced recently its acquisition of Happy Marketer Group with the aim of providing a strategic foundation for Merkle’s analytics, data, and CRM solutions.

It will be rebranded as “Happy Marketer, a Merkle Company,” according to the media release.

Happy Marketer started in 2009 in Singapore to help clients understand data and analytics, CRM, performance marketing, and marketing technology so they could power a data-driven customer experience. It also established a digital marketing delivery center in Bangalore, India.

“Southeast Asia is a critical growth driver for Merkle’s expansion, and Singapore is a hub for that growth,” said Phil Teeman, CEO of Dentsu Aegis Network Southeast Asia and Singapore. “With Singapore’s drive to become The Smart City, the delivery and management of data analytics and customer experience marketing, which are Happy Marketer’s key competencies, will take the front seat, helping Dentsu Aegis Network reinforce itself as a key player. Bringing Happy Marketer into the network also means greater opportunities to penetrate new and existing clients’ ecosystems with its full suite of offerings.”

Happy Marketer is Google’s go-to provider in the region for Google Analytics training and provides advanced analytics services to many leading companies across Southeast Asia. The agency has experience across leading marketing technology platforms, including Salesforce Marketing Cloud, HubSpot, Oracle Marketing Cloud, and Adobe Experience Cloud.

“Bringing Happy Marketer into the Merkle family is critical to our Asia Pacific expansion strategy,” said Zhengda Shen, president, Merkle Asia Pacific. “The acquisition significantly accelerates Merkle’s ability to bring our full suite of services to Singapore and Southeast Asian. It also provides strategic leadership and geographic link with our existing Asia Pacific footprint in China, India, and Australia. Happy Marketer has positive brand recognition and a strong reputation.”

Happy Marketer’s managing partner Rachit Dayal joins the leadership team and will report to Ted Bray, managing director and chief growth officer of Merkle Asia Pacific.

“Our business has rapidly scaled in the last 10 years, and it’s been an absolute blast forming a #HappyTribe of clients and employees who look forward to mastering the next disruption,” Dayal said. “Looking forward on to the next 10 years, we are excited to partner with Merkle and Dentsu Aegis Network to help more businesses by creating a winning playbook to capture market share through our data-driven, technology-led, people-based marketing solutions drive into the future.”

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