The renowned agency Dentsu Aegis Network has announced the acquisition of Southeast Asia’s data-driven digital marketing agency Happy Marketer Group. The acquisition will effectively rebrand the digital marketing agency as Happy Marketer, a Merkle Company and will support the digital agency’s people-based marketing at scale across the region through a strategic foundation for its data, analytics, and CRM solutions.

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“We are excited to partner with Merkle and Dentsu Aegis Network to work closely to create a playbook to capture market share through Happy Marketer’s data-driven, technology-led, people-based marketing solutions,” said Rachit Dayal, Founder and CEO at Happy Marketer, and Prantik Mazumdar, Managing Partner of Happy Marketer.

Joining the leadership team from Happy Marketer is Dayal, who will work directly with Ted Bray, Managing Director and Chief Growth Officer of Merkle Asia Pacific.

“The acquisition of Happy Marketer will significantly accelerate Merkle’s ability to bring our full suite of services to Singapore and to the Southeast Asian market. It will also provide strategic leadership and geographic link with our existing Asia Pacific footprint in China, India, and Australia,” said Zhengda Shen, President of Merkle Asia Pacific.

Based in Singapore, Happy Marketer has been in operation since 2009 with a digital marketing delivery center in Bangalore, India.

Happy Marketer describes itself as Google’s go-to provider in Southeast Asia for Google Analytics training and provides analytics services to companies across Southeast Asia. The agency offers marketing technology capability in leading marketing technology platforms such as Salesforce Marketing Cloud, HubSpot, Oracle Marketing Cloud, and Adobe Experience Cloud.

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In the past, Happy Marketer agency’s achievements included being awarded Marketing’s Agency of the Year, MARKies, as well as Agency of the Year for Best Digital Agency at Asian Marketing Effectiveness & Strategy Conference.

Image Credit: Happy Marketer