Dentsu’s Merkle Adds Analytics Muscle With Ugam Acquisition

The Maryland-based performance marketing agency is growing fast

ugam logo dentsu aegis network logo acquisition
With more than 1,800 employees in India, the U.S. and Australia, Ugam represents one of Merkle's biggest deals.
Dentsu, Ugam

Merkle, a performance marketing agency owned by Dentsu Aegis Network, has acquired a majority stake in India-based Ugam, a global analytics company.

The acquisition is one of the firm’s largest transactions to date, according to the Columbia, Md.-based Merkle.

Ugam, which will now be followed by the moniker “a Merkle Company,” will continue to be led by Sunil Mirani, co-founder and CEO of the firm. He will report to Craig Dempster, president of Merkle Americas.

“We have found the perfect partner in Merkle,” Mirani said in a statement. “We complement each other’s strengths, with Ugam bringing advanced analytics capabilities at scale and Merkle bringing a diverse client base with a largely in-country presence. Most importantly, the cultural fit was evident from day one, and the effects will be immensely positive for all our stakeholders—customers, employees and shareholders.”

Dentsu Aegis Network acquired a majority stake in Merkle in 2016, and since then the latter has grown via a number of acquisitions. In the past year alone, Merkle has acquired digital marketing agency Happy Marketer, experience design firm Filter, full-service digital shop Namics, and Amicus Digital, an Australian company that helps businesses use Salesforce Marketing Cloud.

“Ugam is vital to the execution of Merkle’s multi-year analytics strategy of creating a scaled on- and offshore shared analytics service across Dentsu Aegis Network,” said Dempster in a statement. “Their focus on the U.S. market and Fortune 500 companies will create many synergies and strengthen our existing relationships, opening opportunities for each of our client portfolios.”

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