Dentsu Aegis Network today announces that it has acquired the global B-to-B digital media and marketing agency, DWA. The deal is the latest addition to the group’s B-to-B capability, following the acquisition of gyro last year and BAND in 2015.
The move will expand the B-to-B offering at people-based marketing agency, Merkle, adding scale and breadth to existing capabilities and offering brands in the technology and B-to-B sectors greater sophistication, integrated technology, data, creativity, and outstanding performance marketing. The new business will be branded “DWA, a Merkle company”.
DWA applies expertise in ad-tech, real-time insight, and management decision support to a range of integrated, global media including: Programmatic, Search, Social, and Demand Generation. Its approach has delivered success for a diverse group of enterprise clients, including Sprint, NetApp, Cisco, DXC, Salesforce, Oracle, and Informatica.
“I’m thrilled to see Merkle recognize DWA’s strengths and dedication to B-to-B technology, and excited to see what our next chapter will bring as we join forces with the global leader in one-to-one marketing,” said David Wood, Founder of DWA. “DWA has a proud history of activating data-driven, digital campaigns for some of the highest regarded B-to-B technology brands in the world. We believe that we are at the forefront of a new advertising generation that focuses on delivering more valuable connections through people-based marketing, and we’ve found a valuable partner who shares our vision and augments our capabilities in Merkle.”
Established in 1996, DWA is headquartered in San Francisco, with eight additional offices around the world. All 150+ employees will join Merkle’s High Tech and B-to-B practice.
“There’s a growing group of enterprise level, B-to-B and technology businesses, all moving at breakneck pace to adopt the best advertising solutions and platforms. DWA’s client list reflects a clear early-mover advantage,” said David Williams, President and CEO, Merkle. “The shift toward people-based marketing, led by Merkle, is as relevant in B-to-B as it is elsewhere. This acquisition will strengthen our ability to deliver those capabilities for B-to-B clients, at scale.”