Dentsu expands Merkle MENA with its launch into KSA


Dentsu is expanding its operations in the Middle East and North Africa (MENA) with the launch of two offices in the Kingdom of Saudi Arabia for Merkle, a technology-enabled, data-driven customer experience marketing (CXM) company.

The expansion will see Merkle open hubs in Riyadh and Jeddah and is a significant step in dentsu’s and Merkle’s regional growth strategy across EMEA. The hubs will service clients across the Kingdom, off the back of Merkle’s launch into the UAE in 2018.

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The new operation will provide the full range of Merkle’s CXM capabilities across advanced analytics, customer strategy, CRM & loyalty, alongside expert end-to-end digital capabilities including SEO, pay-per-click, programmatic, digital analytics and paid social. Services that Merkle had previously been offering to Saudi based high-profile e-commerce and insurance clients via their Dubai office.

With the expansion, Merkle will firmly establish itself as one of the region’s leading CXM companies, already counting clients such as Al Hokair, Bupa, Jarir Bookstore, Beauti and OnTime on their roster in-region. Moving forward, Merkle aims to tap into the fertile digital transformation landscape in the Kingdom, whilst also being in a position to better serve its existing clients across the Middle East.

The move will see Merkle and its portfolio of some the world’s best-known brands capitalise and support the Kingdom’s ambitious digital transformation plans – a key enabler for realising Saudi Arabia’s Vision 2030. Merkle is well aligned to this vision, which is geared towards creating a vibrant society, a thriving economy and an ambitious nation – by building a digital society, a digital economy and a digital nation.

Vimal Badiani, Head of Merkle MENA said: “The digital transformation we’re seeing across the Kingdom is second to none with the emphasis on a seamless customer experience, underpinned by a strong data foundation and proof in performance media execution, we’re supporting some of the most prestigious brands in the Kingdom. Our growing team on the ground based in both Riyadh and Jeddah allows us to continue to support our clients on their digital transformation journey.”

Tarek Daouk, CEO of dentsu MENA said: “We’re very excited for the opening of our Merkle office in the Kingdom of Saudi Arabia. Having relationships with some significant brands on the ground already, we’ve seen the strength and ambition of the digital transformation going on in the Kingdom and feel that Merkle is a perfect partner to support our existing and potential clients in delivering a full customer experience. “

Merkle’s team in The Kingdom, led by Rabah Assaf as Business Director for KSA, will be supported by a larger team of specialists across the EMEA region, able to cater to different service lines and industry verticals.