Merkle Buys Spanish Data Intelligence Firm DIVISADERO

Data-driven CRM and performance marketing agency Merkle has expanded its European operations and data offerings through the acquisition of Spanish digital intelligence consultancy DIVISADERO. Terms of the deal were not disclosed.

DIVISADERO has offices in Madrid, Barcelona and Gijón, and specialises in digital strategy, including data collection, analysis, activation and integration. The firm was founded in 2005, and in the last two years, has doubled its headcount to 90 employees, comprising mainly engineers, mathematicians and digital business marketers.

The acquisition is Merkle's second since joining the Dentsu Aegis Network last August, and its fourth European acquisition in two years. As part of the deal, the company will retain the DIVISADERO brand and leadership, with MD Manuel Blanco (pictured) leading the team while founding partner Sergio Maldonado leaves the company. DIVISADERO will become part of Merkle's European operation, led by President Tim Berry.

David Williams, Merkle President and CEO, comments: 'The acquisition of DIVISADERO adds significant scale and critical capabilities to Merkle's data and analytics offering in the market, as well as that of Dentsu Aegis Network. DIVISADERO has a strong pool of data scientists and analysts who are capitalizing on a fast-growing sector of the market. We look forward to working together to support our digital strategy in Europe'.

Web sites: www.merkleinc.com and www.divisadero.es .