Warwick Beresford-Jones to Lead Dentsu’s Combined Analytics Business at Merkle EMEA

LONDON: Merkle (www.merkleinc.com), a leading technology-enabled, data-driven performance marketing agency and part of dentsu, has appointed Warwick Beresford-Jones to lead its combined analytics business across customer and digital analytics.

In this role, Beresford-Jones will be responsible for the ongoing integration of Merkle’s digital and customer analytics capability, which was brought together across EMEA at the end of 2019 in recognition of the increasingly sophisticated and fast changing data and technology landscape. One where cloud computing, AI and automation are driving constant innovation in business performance and customer centricity.

Analytics is now placed at the centre of everything Merkle does and helps drive material performance gains from marketing spend and the use of the data generated by some of the biggest brands across EMEA.

Beresford-Jones joined Merkle in 2017 when Aquila Insight, the Edinburgh-based business he co-founded in 2010 was acquired by the company. He has since led a 100% growth of the business by supporting standalone analytics clients, such as Total, as well as those across Merkle’s broader set of capabilities, such as Volkswagen Group and NatWest to provide analytics and insight services that power their customer experience transformation journeys. Aquila rebranded to Merkle Aquila upon joining Merkle.

Michael Komasinski, president of Merkle and CEO of dentsu’s CXM Line of Business in EMEA, said: “Warwick will bring together our strong UK analytics practice and enrich this with our strong regional capabilities to ensure consistency, quality and scale across EMEA. The Merkle Aquila business has doubled in size since joining Merkle, delivering market leading analytics to both Merkle and dentsu clients and helping reinforce denstu’s commitment to placing analytics at the centre of its offering to clients.”

Warwick Beresford-Jones, said: “Joining Merkle has been an incredible journey for the team at Merkle Aquila. It has provided us with the ability to grow and deliver analytics capabilities as part of a wider set of services to clients focussed on delivering a total customer experience across every interaction an individual has with a brand. Bringing together our digital and customer analytics businesses has enabled us to provide a fully joined up offering that helps clients get value from their data by tapping into our leading teams in AI and automation, data science and cloud computing.”

About Merkle

Merkle is a leading data-driven, technology-enabled, global customer experience management (CXM) company that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The company’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive people-based marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With 9,600+ employees, Merkle is headquartered in Columbia, Maryland, with 50+ additional offices throughout the US, EMEA, and APAC. In 2016, the company joined the Dentsu Aegis Network.

About dentsu international

Part of dentsu, dentsu international is made up of nine leadership brands – Carat, dentsu X, iProspect, Isobar, dentsumcgarrybowen, Merkle, MKTG, Vizeum, Posterscope and supported by its specialist brands. 

Dentsu International helps clients to win, keep and grow their best customers and achieve meaningful progress for their businesses. With best-in-class services and solutions in media, CXM, and creative, dentsu international operates in over 145 markets worldwide with more than 48,000 dedicated specialists.