Merkle pensions off Periscopix brand, its first UK buy

periscopixJust days after becoming a fully-fledged Dentsu Aegis Network agency, Merkle has decided the time is right to put its Periscopix brand out to grass, with the media agency now falling under the Merkle moniker.

Periscopix was launched in London in 2004 by one-time Centaur Media sales exec and Economist Group publisher Marc Warren and former Accenture consultant Simon Norris.

In just over a decade, it grew to a headcount of nearly 120 on the back of a client list including Claire’s, Hobbycraft, Mulberry, Nintendo, Tesco and the Universal Music Group.

The agency was bought by Merkle in 2015 as a springboard for the US giant into the UK market and was part of an acquisition strategy which later saw it snap up DGB and Comet.

At the time, the deal was no doubt made more attractive by the fact that Google had just appointed Periscopix as its UK channel partner for the DoubleClick platform, to support UK brands looking to increase their use of the online advertising platform.

Warren left in 2017 but, according to LinkedIn, Norris remains with the agency group. Both are also business investors.

The rebrand has been driven by a desire to simplify the Merkle operation for clients and deliver what the company almost obsessively calls “true people-based marketing”, as if there is any other sort.

Still, Merkle is at pains to stress the Periscopix brand “remains a huge part of Merkle’s identity and heritage as well as our future”.

Merkle EMEA executive vice president of agency solutions Thomas Byrne said: “The future of performance marketing will be defined by putting customer needs at every touch- and decision-point across an entire enterprise. Merkle is redefining the future of performance marketing and constantly looking for new ways to use data and technology to bring media and customer experience strategies together.

“The challenge for any business going through a period of rapid growth is to ensure you are constantly adapting to the changing market and providing diverse specialist talent and the most efficient operating model for customers. It’s a challenge that we’ve met head on.”

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