Dentsu Aegis Network, a part of Dentsu Inc. recently announced buying a majority stake in Indian analytics firm Ugam Solutions. A leading next-generation data and analytics company serving both B2B and B2C enterprises, Ugam will join Merkle, which is a part of the Dentsu Aegis Network. 

Merkle is a leading data-driven, technology-enabled, global performance marketing agency that specializes in the delivery of unique, personalized customer experiences across platforms and devices. This is the fifth transaction in 12 months for Merkle and the thirteenth since joining Dentsu Aegis Network in 2016

Ugam, however, represents one of the largest transactions in Merkel’s history, as it will get access to more than 1800 Ugam employees in India, US and Australia. 

“With its experienced management team, highly-educated workforce, scale, and vertical market expertise, Ugam will bring high-end analytics capabilities, along with a broad spectrum of analytical decision support,” said Craig Dempster, president, Merkle Americas.

What Will The Deal Offer?

The deal comes as a huge benefit for Merkle, as the solutions offered by Ugam largely aligns with Merkle’s existing capabilities. The analytical frameworks and tools by Ugam will bring scale to Merkle’s analytics business. 

It will also scale Merkle’s analytics business, provide a platform for Dentsu Aegis Network and Merkle’s shared analytics services, and offer a complete and scaled analytics-based services layer for M1, Dentsu Aegis Network’s people-based insights, planning, activation, and measurement platform. 

Ugam will now become Ugam, a Merkle Company, which has already been updated on their website. It will be led by Sunil Mirani, co-founder and chief executive officer, reporting to Craig Dempster, president, Merkle Americas. 

“We have found the perfect partner in Merkle. 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,” Sunil Mirani, co-founder and chief executive officer, Ugam

There will be no change in the reporting structure and management team of Ugam. Other senior leaders from Ugam will continue to play a key role in the growth plans of the company.