Data-driven performance marketing agency Merkle is launching a new adtech consultancy practice in EMEA, designed to advise clients on striking the right balance between in-house and outsourced platforms.
The company claims the move is a result of two key trends in the market: the growing demand for personalisation from consumers, and the increasing need to make the media and technology supply chain more transparent.
Merkle insists that by combining its expertise with that of a formal consultancy model, clients will be able to take more ownership of their media data and strategy. It says that firms will benefit from first-hand experience gained from building its own data-led model directly into client teams.
Sitting within Merkle Persicopix, Merkle’s performance media agency, the consultancy will operate out of Merkle’s EMEA headquarters in London and be available to all clients across the region.
It will be led by Toby Benjamin (pictured), who takes on the role of consultancy commercial director. He said: “We are seeing a marked shift from clients towards total transparency, which Merkle has embedded into its DNA from the outset. In bringing our agency expertise directly to clients’ in-house teams, we can drive better marketing outcomes for businesses and consumers alike, in a way which is both sustainable and effective.”
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