Dentsu has acquired Australian consultancy Aware Services, further building its Salesforce capabilities and positioning for a customer experience management leadership position in the Australian market.
Commercial details were not revealed.
Aware, a Salesforce, MuleSoft and Tableau consultancy started in 2018, and its 115 staff will be integrated within Merkle, a technology-enabled, data-driven customer experience management (CXM) company within Dentsu International.
Paul Stewart, CEO of Aware Services, said: “We are excited to become a part of the Merkle ANZ story, and join the broader dentsu network. Aware Services has always been committed to helping bring our clients futures to life, and as part of Merkle we will be able to do this on a larger scale.”
Dentsu says the acquisition will bolster Merkle’s existing Salesforce and data and analytics capabilities, and help the business better service existing clients, while allowing Merkle to pursue sustainable growth with an expanded team.
The acquisition will also support Merkle’s ambition to become the leading customer transformation partner in Australia.
Merkle’s Salesforce offering is underpinned by its longstanding expertise in outcome-led customer experience, driven by data and enabled by marketing technology, cementing its unique positioning in the Salesforce ecosystem.
As a result of this acquisition, the number of Salesforce trained staff and Salesforce certifications in the Group will be more than 1,500 and 3,900 respectively.
Dentsu has set business transformation and growth, as one of the four pillars of its medium-term management plan, and one of the priorities is to reach 50% of its revenues from Customer Transformation & Technology (CT&T).
John Riccio, Merkle ANZ and APAC CEO: “Today’s announcement is significant as Merkle continues to grow its capabilities to better service our clients and be the best partner to solve real business challenges today and tomorrow.”
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