Recruitment giant PageGroup has handed its entire global media business to Merkle following a competitive six-month pitch process, designed to consolidate the account into a single agency.
Merkle’s remit is to build and activate a data-driven, audience-first global media strategy to support incremental growth and increase the number of applications from quality candidates.
The agency will also be responsible for all PageGroup’s brands, which include Michael Page, Page Personnel, Page Outsourcing and Page Exec.
The account spans over 30 countries within the EMEA, APAC, Latin America, and US markets, with key hubs in Spain (EMEA), London (Global/UK and ROW), and Singapore (APAC), following a period of rapid global expansion.
PageGroup cited Merkle’s expertise in martech systems, including Google Stack, Baidu, Salesforce and Thunderhead, as well as its understanding of how these platforms can be efficiently deployed across multiple markets, as one of the key reasons for the appointment. The brand also recognised Merkle’s ability to engage audiences with a global presence.
PageGroup group digital director Matt Mowlam said: “In order to continue to expand at pace, we needed a single agency partner to deliver across all performance media capabilities, and in our key regional hubs.
“By integrating PageGroup’s tools and augmenting our data assets, Merkle’s people-based insights will help us to deliver more meaningful customer engagement across all touchpoints, helping to drive incremental growth, increase the number of quality candidate applications, and engage the candidates of the future in novel ways.”
Merkle EMEA commercial director Richard Eccles added: “It is an incredibly exciting time to be working with PageGroup as it continues its rapid international growth, and continues to build on its world-class reputation.
“We are looking forward to leveraging our data-driven, people-based marketing capabilities to support its objective of targeting audiences more efficiently and effectively, by delivering personalisation at scale.”
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