Happy Marketer acquired by Dentsu Aegis Network

Dentsu Aegis Network (DAN) has acquired the Singapore-based Happy Marketer Group, a digital marketing agency.

Post acquisition, Happy Marketer will be incorporated into Merkle, DAN’s performance marketing specialist agency. It will be known as Happy Marketer, a Merkle Company.

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

Dentsu Aegis Network said: “The acquisition will provide a strategic foundation for Merkle’s data, analytics, and CRM solutions, further enabling the agency to deliver people-based marketing at scale across the region.”

Happy Marketer began in 2009, with headquarters in Singapore and a digital marketing delivery centre based out of Bangalore, India.

It has worked with companies like SPH, NTUC Income and Coffee Bean &Tea Leaf. It won specialist agency of the year at the recent Mumbrella Asia Awards

This marks DAN’s third key acquisition in four months; it previously acquired live events specialist Branded and research firm B2B International last October

Speaking about the acquisition of Happy Marketer, Dentsu Aegis Network CEO of South East Asia and Singapore Phil Teeman said: “South East Asia is a critical growth driver for Merkle’s expansion, and Singapore is a hub for that growth.

“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.”

Merkle Asia-Pacific president Zhengda Shen said:The acquisition will significantly accelerate Merkle’s ability to bring our full suite of services to Singapore and to the South East Asian market.

“It will also provide a 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.

“More importantly, its data-driven and customer experience enablement approach, strong core service offerings, and dynamic culture align closely with Merkle.”

Rachit Dayal and Happy Marketer’s managing partner Prantik Mazumdar said: “We intend to work closely to create a winning playbook to capture market share through our data-driven, technology-led, people-based marketing solutions.

“We feel an instant cultural fit and look forward to be part of Merkle’s transformation journey. This is one of the best gifts we could have imagined as part of our 10-year celebration.”


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