Global performance marketing agency Merkle launches in Australia

Merkle, a leading technology-enabled, data-driven performance marketing agency, today launches in Australia, with Dentsu Aegis Network agency Columbus becoming Columbus, a Merkle Company. Columbus’ team of nearly 100 performance, experience and data marketing experts add immediate and significant scale to Merkle in the local market. 

Columbus, a Merkle Company will be led by current Columbus CEO Rebecca Tos. The agency team remains unchanged with the global suite of Merkle capabilities being introduced as part of the agency’s offering for clients.

Simon Ryan, CEO of Dentsu Aegis Network ANZ, said: “Together, Merkle and Columbus will accelerate our growth and differentiation in Australia. While Columbus is already one of the leading performance media businesses in Australia, Merkle will allow us to better help clients improve customer engagement, enhance competitive positions and maximise return on marketing. We are now better than ever placed to convert customers across channels with a personalised and different user experience.”

Zhengda Shen, President of Merkle Asia Pacific, said: “Columbus’ market presence and reputation, strong client base, as well as their leadership team provides Merkle an immediate and significant presence in Australia. Their data-driven marketing approach is the perfect match to Merkle’s heritage in data, analytics, and technology. With Columbus, we are excited about the opportunity to introduce true people-based marketing in the Australian market.”

Rebecca will have dual reporting to Simon Ryan, CEO of Dentsu Aegis Network ANZ and to Zhengda Shen, President of Merkle Asia Pacific.

Merkle is a leading, data-driven, technology enabled, global performance marketing agency that specialises in the delivery of unique, personalised customer experiences across platforms and devices. The Merkle network includes DWA, which has a team of 20 people specialising in B2B digital media and marketing in Sydney. 

Columbus is a data-driven marketing agency, leading brands from today to tomorrow. Columbus provides a suite of services across data, content, social, performance, affiliates and SEO to deliver end-to-end people based brand customer experiences.

Columbus offices outside Australia (Singapore, Hong Kong, Malaysia, Thailand, Taiwan and India) are not impacted by this change.