AD Agencies
Dentsu Aegis Network to acquire majority stakes in Merkle
MUMBAI: Continuing its buying spree, Dentsu Inc.’s Dentsu Aegis Network is eyeing to acquire a majority stake in Baltimore based data marketing firm Merkle that specializes in ‘customer relationship marketing.’
It includes crafting loyalty programs for marketers and managing their vast customer databases that hold reams of consumer information. It also offers a host of other digital marketing and technology services including search advertising and data-driven ad buying and analytics.
Terms of the deal were not disclosed but The Wallstreet Journal’s insights the c’ash deal has an enterprise value of roughly USD 1.5 billion when including Merkle’s debt.’
“Their ability to develop people-based-marketing highlights where this business is going,” Dentsu Aegis Network CEO Jerry Buhlmann told WSJ. . “Convergence is driving our business towards a much greater level of addressability.”
As part of the agreement, Dentsu buy out private equity firm technology Crossover Venture’s stakes in he company along with other shares held by other shareholders. Merkle’s management and employees expect to retain a “significant” minority stake in the firm.
“Closely-held Merkle had $436 million in revenue in 2015 and works on behalf of companies such as MetLife Inc., Geico Corp., and Dell Inc. In recent years, it has invested in ad and marketing technologies to help power its clients’ campaigns. Its systems are closely integrated with Facebook, for example, so Merkle could help target ads for a retailer using the data the retailer collects from its customers such as email addresses,” stated the The Wall Street Journal report.
(Source: The Wall Street Journal)
AD Agencies
Havas Media Network India bags integrated media mandate for Aakash Educational Services Limited
PivotRoots and Arena Media to drive 360° strategy for student outreach
NEW DELHI: Havas Media Network India has secured the integrated media mandate for Aakash Educational Services Limited, following a competitive multi-agency pitch, signalling a fresh push by the education major to sharpen its reach among students nationwide.
The mandate will be jointly handled by PivotRoots and Arena Media, both part of the Havas network. Together, they will roll out a full-spectrum media strategy designed to boost AESL’s visibility across digital and traditional platforms.
At the heart of the partnership lies a simple idea: making the brand not just seen, but sought after. The agencies will blend data, technology and creative storytelling to craft campaigns that resonate with students and parents navigating an increasingly digital-first education landscape.
Aakash Educational Services Limited SVP marketing Kanika Kumar Nijhawan said, “At Aakash, we believe success is built through a structured, long-term and data-driven approach. As we expand across the country, adopting a more integrated approach to media is essential. This partnership marks a significant step towards building stronger connections with our audiences.”
Under the arrangement, PivotRoots will spearhead digital and performance marketing, covering social media, influencer collaborations and data-led optimisation. Meanwhile, Arena Media will focus on traditional channels including print, television, radio, cinema and outdoor advertising, ensuring consistent messaging across touchpoints.
Havas Media Network India chief executive officer Mohit Joshi said, “Delivering for a powerhouse like AESL requires both scale and precision. By combining Arena Media and PivotRoots, we are deploying our Converged.AI platform to create a 360-degree strategy that drives engagement, conversions and long-term growth.”
Echoing the sentiment, PivotRoots founder and chief executive officer Shibu Shivanandan added that the collaboration would focus on building “impactful, full-funnel experiences” powered by deep analytics and performance-led marketing.
With a strong legacy in coaching for medical and engineering entrance exams, AESL is now doubling down on integrated media to stay ahead in a crowded, fast-evolving education market. The partnership with Havas signals a clear intent: to turn visibility into meaningful engagement and, ultimately, student success.
