Andreas Skopal, CEO - MENA, MerkleMerkle’s Andreas Skopal shares his top learnings from 2024, advice for leaders in the year ahead and what his team plans on implementing as best practices for the year ahead in this Industry Snapshot.
What are the top lessons from 2024 that we’re taking into 2025?
2024 was a coming-of-age era for Merkle, where we brought our full-service offering to market. We learned the critical importance of agility and adaptability in our strategies. The rapid evolution of consumer preferences and technology highlighted the need for continuous innovation.
Moving into 2025, we’ll carry forward our commitment to leveraging data-driven insights, ensuring we remain responsive to market dynamics while enhancing the personalised experiences we provide to our clients. This year, we aim to solidify our position as a leader in the digital ecosystem by delivering comprehensive, integrated solutions that drive meaningful results.
View all the Industry Snapshots from market leaders from digital and media agencies in our January issue here.
What do leaders in the digital ecosystem need to avoid in the months ahead?
Leaders must avoid complacency as technologies evolve. Ignoring emerging trends or relying too heavily on past successes will hinder growth. It’s essential to remain open to change and prioritise continuous learning. Additionally, in the AI era, leaders must be vigilant about data privacy and ethical considerations to mitigate significant risks.
Keeping an eye on regulatory changes around data usage, AI ethics, and digital transactions will also be crucial.
Can you explain examples of work for which you received positive client feedback?
We are proud to receive recognition from clients across the spectrum of industries, services,
and scope areas; whether we are providing a longer-term Campaign Managed Services solution delivering on BAU whilst driving innovation or delivering strategic assignments in the CRM and CDP space, helping clients plan, design, and realise the benefits of these solutions.
How do you measure and demonstrate the success and ROI of your digital marketing campaigns to your clients?
Merkle measures and demonstrates digital marketing ROI by establishing robust data environments, implementing advanced algorithmic attribution modelling, and continuously refining these models.
This approach ensures accurate revenue attribution and immediate benefits, leading to better decision-making and optimised marketing investments.
2025 will be a year of …
transformation and connection. As brands navigate a landscape rich with data and technology, they will embrace the challenge of weaving deeper emotional connections with consumers. This year, we’ll witness a shift from transactional interactions to meaningful relationships, where personalisation and empathy drive engagement.
At Merkle, we believe this transformation will empower brands to not just meet expectations but to exceed them, forging loyalty that stands the test of time. By embracing data, leveraging AI, and staying true to customer-centric values, brands will thrive in these transformative times.
By Andreas Skopal, CEO – MENA, Merkle.
