Dentsu Aegis Network acquires Singapore-based Happy Marketer

From left to right - Prantik Mazumdar, Managing Partner, Happy Marketer; Zhengda Shen, President, Merkle APAC; Phil Teeman, CEO, Dentsu Aegis Network Southeast Asia; Ted Bray, Managing Director, Merkle APAC; and Rachit Dayal, CEO, Happy Marketer

Marketing agency Dentsu Aegis Network on Thursday announced the acquisition of Southeast Asian digital marketing company Happy Marketer Group.

Established in 2009, Happy Marketer is headquartered in Singapore, with a digital marketing delivery centre in Bangalore, India. The company provides data, analytics, CRM, performance marketing, and marketing technology services.

Following the acquisition, Happy Marketer will be integrated into Dentsu Aegis’ performance marketing agency Merkle Asia Pacific. The Japanese advertising giant said the acquisition will provide a strategic foundation for Merkle’s data, analytics and customer relationship management solutions, further enabling the agency to deliver people-based marketing across the region.

“Southeast Asia is a critical growth driver for Merkle’s expansion, and Singapore is a hub for that growth. With Singapore’s drive to become The Smart City, the delivery and management of data analytics and customer experience marketing, which are Happy Marketer’s key competencies, will take the front seat,” said Phil Teeman, CEO of Dentsu Aegis Network Southeast Asia and Singapore.

Dentsu Aegis acquired Merkle in 2016 and has since then helped the company expand in the Asia Pacific. Merkle now has a presence in China, India and Australia. The company said Southeast Asia was a strategic geographic link in its Asia Pacific play.

Rachit Dayal, founder and CEO of Happy Marketer, will join the Merkle leadership team as managing partner and report to Ted Bray, managing director and chief growth officer of Merkle Asia Pacific.

Dentsu Aegis has been on a buying spree globally. Recent deals include the acquisitions of Singapore and Hong Kong-based Branded, America’s Digital Evolution Group, Swiss agency Namics and UK-based BJL.

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