Dentsu Aegis Buys B2B Marcoms Agency DWA

Dentsu Aegis Network has acquired technology-focused B2B marcoms agency DWA, which lists market research, data, measurement and analytics among its services. Terms of the deal, designed to boost the B2B capabilities of subsidiary company Merkle, were not disclosed.

Established in 1996, DWA is based in San Francisco, with eight additional offices around the world and more than 150 employees. The firm focuses on providing clients with ad tech, real-time insight, and management decision support for a range of media including programmatic, search, social media and demand generation. Following the acquisition, DWA will expand the B2B offering of data-driven consumer insights and analytics specialist Merkle, and the new business will be branded 'DWA, a Merkle company'.

DWA founder David Wood (pictured) says the firm has 'a proud history of activating data-driven, digital campaigns for some of the highest regarded B2B technology brands in the world'. He adds: 'We believe that we are at the forefront of a new advertising generation that focuses on delivering more valuable connections through people-based marketing, and we've found a valuable partner who shares our vision and augments our capabilities in Merkle'.

The latest addition complements the acquisitions of gyro last year and BAND in 2015.

Web sites: www.merkleinc.com , www.dentsuaegisnetwork.com and www.dwamedia.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.