Virgin Mobile UAE partners with Merkle for performance media

The digital mobile brand Virgin Mobile appoints Merkle as media agency.

Merkle, a technology-enabled, data-driven customer experience management company and part of dentsu, specializing in the delivery of personalized digital customer experiences, has been selected as a performance agency for the digital mobile brand, Virgin Mobile.

Merkle’s remit is to build and activate a performance strategy that helps drive brand awareness, improve consumer engagement, and build long-lasting personalized relationships with consumers in the UAE. Merkle was appointed based on a combination of their global expertise in performance media and their passion for using technology to better understand local consumer needs and behaviours.

Rob Beswick, managing director at Virgin Mobile UAE, said: “To ensure that we make a meaningful impact on our audiences, we needed a partner who clearly understood our vision for the mobile segment in the UAE coupled with an exceptional performance media track record. Merkle’s people-based insights combined with Virgin Mobile UAE’s leading-edge digital tools will improve our data analytics and help us to deliver more effective customer engagement across all digital touchpoints. We are excited that we will be able to better engage our audiences in ways that are uniquely aligned to our brand ethos.”

Vimal Badiani, Head of Merkle, MENA, said: “We are thrilled to be working with Virgin Mobile UAE as it continues its rapid growth and builds on an excellent reputation for customer-centricity in the digital arena. As digital adoption and transformation continues to accelerate amongst businesses and consumers, data-driven, people-based marketing capabilities become of greater importance. We look forward to supporting Virgin Mobile UAE in targeting audiences more efficiently and effectively to drive incremental growth and value for their brand.”