Brand & Business: Merkle Singapore accelerates focus on key strategic sectors in next phase of growth

SINGAPORE – Dentsu International (dentsu) Singapore is pleased to announce that it has completed the integration of its award-winning digital marketing agency, Happy Marketer, which will now be rebranded as Merkle Singapore. The integration is part of dentsu’s continued realignment of its customer experience management (CXM) capabilities under Merkle and will see an acceleration of its data-driven transformation offerings into fast-growth strategic industries across APAC.

(Leaders L-R: Sanchit Mendiratta, Managing Director, Merkle Singapore, and Data Lead, dentsu Singapore, Prantik Mazumdar, Managing Director, CXM Group, dentsu Singapore, Emily Han, Chief Client Officer, Merkle Singapore, Rachit Dayal, Chief Marketing Officer APAC, Merkle and dentsu International CXM, Awadesh Madhogaria, Chief Technology Officer, Merkle Singapore)

Acquired by dentsu in 2019 after 10 years of rapid growth in delivering data-driven, technology-led, and people-based marketing solutions, Merkle Singapore is today an over 80-strong team serving clients across industries and markets, with key clients including ING Bank, Standard Chartered, NTUC Income, Grab, and SPH. The next phase post-brand will see Merkle Singapore expand into strategic sectors of financial services, fintech, telecommunications, travel as well as e-commerce.

Merkle Singapore staff

Tapping on Merkle’s 30 years of global experience in digital transformation and dentsu’s depth of innovation and resource, Merkle Singapore is now in an even stronger position to deliver a complete suite of world-class solutions for transformative customer experiences at scale. It will continue to complement dentsu Singapore’s creative and media capabilities in bringing more integrated solutions to the market.


Merkle Singapore holds strong alliances with partners such as Google, Salesforce, Adobe, Tealium, and Insider.

Dentsu Singapore CEO, Prakash Kamdar, commented, “The integration of Happy Marketer and its rebrand as Merkle Singapore cannot come at a better time as marketers seek for more relevant, compelling and joined-up experiences to win consumer attention and love in the face of an increasingly connected world. 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.”

Sanchit Mendiratta, Managing Director, Merkle Singapore, added, “Our acquisition journey with dentsu has been incredible, having grown from strength to strength in the past three years. This has been made possible because of the unbridled access we have had to the richness and diversity of dentsu’s and Merkle’s heritage in expert knowledge, innovation, and creativity. Our clients continue to appreciate the full suite of offerings that we are able to deliver due to the synergies from our global dentsu network, while our people have been able to grow through more opportunities for cross-collaborations and learning. We are optimistic for where Merkle Singapore will go from here and look forward to bringing our footprint further across the APAC region in the coming years.”

Prantik Mazumdar, Managing Director, CXM Group, dentsu Singapore, shared on the wider role that Merkle Singapore will play as part of dentsu Singapore’s CXM strategy, “The integration of our acquired brands under Merkle in Singapore has been part of the planned road map to build a more cohesive CXM proposition to the market. We are now geared to extend better support to markets beyond Singapore shores, especially across South East Asia, where we see immense potential for growth.”

Recently, Merkle also completed the realignment of its portfolio of B2B agencies into Merkle B2B. 

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