Dentsu Group has acquired Pexlify, a Salesforce consultancy based in the UK and Ireland, in a bid to add scale for B2B and B2C clients.
Founded in 2015, Pexlify provides strategy, implementation and integration services to clients including Allianz, Amazon, Bank of Ireland, Hilti, and Zurich.
The newly-acquired business will merge with Merkle, a technology-enabled, data-driven customer experience management (CXM) company. It will further bolster Merkle’s existing Salesforce capabilities, adding scale and additional geography in the UK and Ireland.
The news comes on the same day that Dentsu announces a new charitable partnership with Budweiser and Solar Aid, which will help bring power to developing communities through the monetisation of its latest ad.
With this acquisition, Pexlify’s employees will make the transition to Merkle.
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“Dentsu Group has more than 1,300 Salesforce trained staff and over 3,000 Salesforce certifications, providing customer experience transformation solutions that are aligned with Salesforce cloud capabilities,” the big six agency added.
“The acquisition demonstrates Dentsu Group’s commitment to enabling clients to deliver best-in-class differentiated and connected experiences across the entire customer journey.”
In the UK, Merkle’s Salesforce work is driven by data and enabled by marketing technology. Alongside the Pexlify, the company wishes to help with Dentsu Group’s stated ambition of reaching 50% of net revenue generated by Customer Transformation & Technology (CT&T).
“Pexlify provides a fantastic opportunity for Merkle to significantly extend our Salesforce services – adding scale and capability and supporting our ambitions for growth in these important markets with our key strategic partners,” Merkle EMEA president, Margaret Wagner said.
The buyout will see the company be renamed as ‘Pexlify, a Merkle Company’.
Pexlify CEO Stephen Lambert added: “I am very excited about today’s announcement. Our incredible growth and success as a Salesforce partner wouldn’t be possible without the hard work of our team.”
“With the similarities in our values, culture, and ambitions, I am delighted to join Merkle to bring the benefits and opportunities it offers to our people, our clients, and our partnership with Salesforce.”
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