Merkle buys CRM specialist with third deal in a year

david williams merkle 2US data-driven marketing agency Merkle has made its second UK acquisition in a month by buying inbound and outbound CRM and realtime marketing specialist Comet Global Consulting for an undisclosed sum.
This is the third and largest European acquisition in less than a year, and the first with an established global footprint.
It follows the 2015 acquisition of Periscopix, a leading London-based performance marketing and programmatic agency and, most recently, the acquisition of DBG, a UK-based marketing solutions agency.
The addition of Comet not only increases Merkle’s global scale, it also strengthens the agency’s offering, both in the US and Europe, bringing enhanced real-time capabilities and partner alliances.
Launched in 2006, Comet specialises in delivering technical consulting and operational support services for global brands.
Through partnerships with CRM software providers, such as Pegasystems, IBM, and SAS, Comet implements advanced marketing automation for its clients, including Telefonica O2, Royal Bank of Scotland, Standard Life, EE, Fifth Third Bank, DirecTV, and Sky.
Comet’s team of more than 300 experts, led by group managing director Sam Taverner, UK managing director Iain Levein, and US managing director Paul Skinner, are located across the UK, US and Spain.
They will join Merkle’s Marketing Solutions Group, bringing Merkle’s total number of European employees to more than 500 and more than 3,400 worldwide.
“We are proud to welcome Comet to the Merkle family, as we continue to build our global brand,” said David Williams, Merkle’s chairman and chief executive (pictured). “As a realtime decision management leader in both the US and Europe, Comet’s strategic offering, geographical presence, and impressive multinational client roster are the perfect fit to bolster our offering and solidify our position as a global leader in performance marketing.”

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