Merkle scrapping its data analytics brand Merkle Aquila some three years after acquiring the company and folding it into the main Merkle brand in what the agency group claims is “an important step in the integration of its services”.
Since buying the company in 2017, Aquila has experienced sustained growth and has doubled in size thanks in no small part to its role in Merkle’s launch of a Northern hub in Edinburgh in 2019. The move was designed to tap into Edinburgh’s growing reputation as a global technology hub, and plans by Holyrood to make Scotland the “tech capital of Europe”.
However, like sister agency Periscopix – its first UK acquisition, which was put out to grass last year – Aquila will now be integrated into Merkle’s digital and customer analytics capabilities across the EMEA region.
It is understood that other Merkle EMEA acquisitions Comet, DGB and Divisadero have also been rebranded under the Merkle moniker, although there has been no official word from the Dentsu-owned company.
The agency claims that data and analytics are now placed at the heart of everything it does to meet the changing expectations of consumers, and drive growth for some of the biggest brands throughout EMEA.
Merkle UK chief executive Anne Stagg (pictured), who also heads up the Dentsu CXM Service Line, said: “The Aquila team has been a fantastic addition to our business and I am excited about the opportunity that combining our capabilities brings to our clients’ transformation programmes.
“The integration of our data analytics business has transformed the service we offer, bringing leading edge data science, AI and automation to help a wide range of clients stay ahead of the fast changing technology landscape.”
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