MUMBAI: Dentsu Aegis Network has announced the acquisition of Singaporean digital marketing group Happy Marketer. The group will be rebranded Happy Marketer, a Merkle Company, and bring its suite of data, analytics, CRM and performance marketing services under the DAN umbrella.

Established in 2009, Happy Marketer has digital marketing delivery centers in Bengaluru, Kolkata, and Mumbai with over 40 employees. Its clients include Practo, Urban Ladder, Standard Chartered Bank, and Amity University.  

Happy Marketer's managing partner, Prantik Mazumdar, and founder and CEO Rachit Dayal will join the leadership team at the new agency. The duo will report to Ted Bray, managing director and chief growth officer, Merkle Asia Pacific.

Dayal and Mazumdar said, “Our business has rapidly scaled in the last 10 years, and it’s been an absolute blast forming a #HappyTribe of clients and employees who look forward to mastering the next disruption. And as we look on to the next 10 years, we are excited to partner with Merkle and Dentsu Aegis Network to help more businesses drive into the future. We intend to work closely to create a winning playbook to capture market share through our data-driven, technology-led, people-based marketing solutions."  

They added, “Merkle’s incredible story of passion for technology, and Dentsu Aegis’s global presence with Asian values are a huge source of inspiration for us. We feel an instant cultural fit and look forward to be part of their transformation journey. This is one of the best gifts we could have imagined as part of our 10-year celebration."  

Dentsu Aegis Network Southeast Asia and Singapore CEO Phil Teeman said, “Southeast Asia is a critical growth driver for Merkle’s expansion. With this acquisition, the delivery and management of data analytics and customer experience marketing, which are Happy Marketer’s key competencies, will take the front seat, helping Dentsu Aegis Network reinforce itself as a key player. This also translates into greater opportunities to penetrate new and existing clients’ ecosystems in the Indian subcontinent.”  

Merkle Asia Pacific president Zhengda Shen said, “Bringing Happy Marketer into the Merkle family is critical to our Asia-Pacific expansion strategy. The acquisition will significantly accelerate Merkle’s ability to bring its full suite of services to the Southeast Asian market. Happy Marketer has positive brand recognition and a strong reputation. Its data-driven and customer experience enablement approach, strong core service offerings, and dynamic culture align closely with Merkle.”