Dentsu to expand CXM business across Southeast Asia with appointment of senior growth leaders

Dentsu is pleased to announce double appointments to bolster the expansion of its Customer Experience Management (“CXM”) capabilities across Southeast Asia. Sanchit Mendiratta has been appointed as Chief Growth Officer, SEA, in addition to his promotion as Managing Director, CXM, dentsu Singapore. Concurrently, Trishe Goh has been promoted to Senior Director of Growth, Merkle.  

Through its data-driven CXM agency, Merkle, dentsu’s Southeast Asia cluster will serve as a centre of excellence for analytics, customer data management, as well as customer experience and commerce for the network’s clients in the region.   

Sanjay Bhasin, CEO, dentsu, Southeast Asia, commented, “As Southeast Asia’s marketing landscape evolves amid technological advancements and shifting consumer desires, our clients need strong partners who can help them cut through the noise to get to the heart of their customers. With our proven track record in delivering data-driven customer experience transformation and our hyper pulse on consumer behaviours on the ground, we are excited to reimagine the customer experience with brands who are ready for this journey. I am confident that Sanchit and Trishe will propel our growth in this segment across the cluster.”   

Chun Yin Mak, President, CXM, dentsu APAC, added, “As incomes and consumption rise across Southeast Asia, consumer demographics will diversify as the competition for their time and attention intensifies. This is where we can help brands win with agility, technology, data, and experience. We have been at the forefront of driving innovation and transformation in customer experience around the world, and now, Sanchit and Trishe are well-placed to further grow our presence with our clients in Southeast Asia.”    

Sanchit Mendiratta, Chief Growth Officer, Merkle, SEA, and Managing Director, CXM, dentsu Singapore, along with Trishe Goh, Senior Growth Director, Merkle, jointly commented, “Our people-based marketing approach helps brands create a competitive advantage to thrive in the experience economy. We have local teams that keep a close pulse on the ground, and bring a strong understanding of the dynamics of each market in shaping transformative experiences that work for the right audiences. But more importantly, our end-to-end integrated solutions seamlessly marries the best of creative, media, and CX to deliver winning strategies for our clients in an increasingly competitive consumer landscape. We look forward to helping more brands win in the era of Southeast Asia.” 

Merkle has grown steadily in Southeast Asia over the years. Today, the agency comprises over 180 experts in Singapore, Indonesia, and Vietnam, servicing key clients such as Toyota, Telkomsel, BPI, AIA, Royal Brunei Air. The agency holds strong alliances with partners such as Google, Salesforce, Adobe, and Tealium, and is strongly endorsed in the industry, with Merkle taking Gold for Campaign’s Asia’s Data Analytics Agency of the Year for Southeast Asia in 2023, while Merkle Singapore was named Marketing Interactive’s Overall Agency of the Year for three years.