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Dentsu Continues ANZ Simplification Strategy Through Merkle Integration
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Dentsu has announced further restructuring across its Australia and New Zealand operations by integrating Merkle’s local experience, commerce, data, and technology capabilities into the broader Dentsu business.
The move forms part of the company’s broader simplification strategy aimed at creating a more connected operating model while reducing complexity for clients across the region. Under the changes, local business previously serviced under the Merkle brand will now operate directly under the Dentsu name, although the Merkle brand will continue to support select global and regional clients where required.
As part of the restructuring, Dentsu has also signed an agreement to divest its Salesforce implementation business in ANZ to US-based holding company Enduring Ventures. The transaction is expected to close in the third quarter of 2026, subject to customary closing conditions.
Rob Harvey, CEO of Dentsu Australia and New Zealand, stated that clients increasingly want a simpler and more integrated way to work with the organization, prompting the company to further streamline operations and strengthen collaboration across media, experience, commerce, data, and technology services.
The latest announcement follows Dentsu’s recent decision to unify its media operations in ANZ by bringing brands such as Carat and iProspect under a more consolidated structure.
Focus on Simplified Client-Centric Operations
The restructuring reflects a broader trend across global agency networks where organizations are increasingly simplifying brand architectures and integrating capabilities to create more unified client experiences.
As businesses continue prioritizing connected customer experiences, AI-driven marketing, commerce transformation, and integrated technology services, agency groups are reshaping operational models to improve agility and cross-functional collaboration.
About Dentsu
Dentsu is a global advertising, marketing, and digital transformation company offering services across media, customer experience management, creative, commerce, data, and technology solutions.
About Merkle
About Merkle:
Merkle is a customer experience management and technology consultancy specializing in data, analytics, commerce, customer engagement, and digital transformation services.
Source and Credits: Dentsu Official Announcement