Dentsu Aegis Network acquires digital marketing agency Happy Marketer

The value of the deal has not been disclosed

Dentsu Aegis Network SEA Thursday announced acquisition of Singapore-headquartered data-driven digital marketing agency Happy Marketer Group.

"Post-acquisition, it will be rebranded as Happy Marketer, a Merkle Company," Dentsu Aegis Network SEA said in a statement.

The company, however, did not disclose the value of the deal.

"Happy Marketer provides data, analytics, customer relationship management (CRM), performance marketing, and marketing technology to power data-driven customer experience solutions for its clients, extending Merkle's full breadth of services across Southeast Asia," the company added.

Dentsu Aegis Network Southeast Asia and Singapore CEO Phil Teeman said, Southeast Asia is a critical growth driver for Merkle's expansion.

Joining the leadership team from India are Happy Marketer Managing Partner, Prantik Mazumdar, and Founder and CEO Rachit Dayal, who will report to Ted Bray, Managing Director and Chief Growth Officer of Merkle Asia Pacific.

Established in 2009, Happy Marketer has digital marketing delivery centres in Bengaluru, Kolkata, and Mumbai in India. Some of Happy Marketers clients in India include Practo, Urban Ladder, Standard Chartered Bank, and Amity University.

Dentsu Aegis Network is made up of ten global network brands - Carat, Dentsu, dentsu X, iProspect, Isobar, mcgarrybowen, Merkle, MKTG, Posterscope and Vizeum.