Performance marketing agency Merkle’s acquisition Tuesday of London-based data marketing agency DBG for undisclosed terms marks another step toward international growth, specifically in the UK.
While DBG offers similar capabilities as Merkle around marketing databases, campaign management, data platforms and CDI, it gives Merkle key insight into UK data knowledge, platforms and technology.
“A big part of our strategy involves connecting DBG’s data offerings and data-driven knowledge into Periscopix’s media-buying abilities to create a data-driven solution for our [UK and US-based multinational] clients,” said Tim Berry, co-president of Merkle.
Perscopix is a London-based performance marketing firm acquired by Merkle in May.
DBG also brings vertical expertise.
“We’re pretty excited about gaining a foothold in the automotive space,” Berry said, referring to an area that occupies about 50% of DBG’s business.
Merkle is banking that the US and UK markets are very similar. “We feel that the value proposition and the approach we brought to the United States will transport very well to the United Kingdom,” Berry said.
Merkle’s next step is either to build out additional capabilities within DBG, or to acquire other UK companies that will strengthen its European arm.
“This is the next step in the road of building Merkle United Kingdom,” Berry said, adding the company plans more activity in the sector in the coming months.
Merkle had been courting DBG for almost three years, with no notable competition for the acquisition.
