Merkle launches ad tech consultancy with new head

Charlie Spargo's picture
by Charlie Spargo

International performance marketing agency Merkle - with bases in 36 countries across the world - has made further investment in its EMEA operation by launching a new ad tech consultancy in London.

It will be headed up by Toby Benjamin, who takes up the role of consultancy commercial director at the new company. Benjamin was previously Head of Service Partners at Merkle's Periscopix, its dedicated performance media agency.

The move comes as part of Merkle’s investment into in-housing solutions. The new consultancy - with a focus on in-housing and technology - will work within Periscopix, which it will join at the Merkle EMEA office in Arc House, London Bridge. Its selection of services will be made available to potential clients across the EMEA region.

It comes following increased industry demand for transparency in the media and technology supply chain, as well as consumer demand for personalisation.

Merkle’s suite of solutions - including addressable media, customer strategy, technology, CRM and customer experience - will now be made accessible for clients, allowing them to take greater control of their own media data and strategy, up to a level that suits them.

Benjamin 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.”

Ben Gott, SVP Digital Analytics, Merkle EMEA, said “Merkle has always believed in enabling clients to drive media spend, strategy and measurement in a collaborative way. Our best work happens when clients are empowered by data centricity, ownership and complete transparency. 

“We’re taking this to the next level through the new strategic investment into in-housing, which builds on our already strong foundations in this area.”