Dentsu folds Merkle into ANZ business and sells Salesforce unit

Dentsu has today announced a further simplification to its go-to-market structure in Australia and New Zealand by reshaping its Customer Experience Management (CXM) practice.

The move will see Merkle’s experience, commerce, data and technology capabilities integrated into dentsu, alongside the divestment of its Salesforce implementation business.

The Merkle brand will continue to be used for global and regional clients also operating in ANZ where needed, however all local business will now be serviced as dentsu.

As part of this, dentsu has signed an agreement to sell its Salesforce capability to Enduring Ventures, a long-term holding company based in the United States. This acquisition will serve as a cornerstone of Enduring Ventures’ broader technology strategy. Following completion, dentsu will partner with Enduring Ventures to ensure continuity for clients. The business will remain led by its highly experienced management team.

Rob Harvey, Chief Executive Officer of dentsu Australia and New Zealand, said the changes represent the next step in simplifying the business by reducing complexity, being organised around the needs of clients, and creating the conditions for growth and innovation: “Clients are telling us they want a clearer, more direct way to work with us. These changes are about responding to that by sharpening our focus on what we do best and making it easier for clients to access the full strength of dentsu.

“Last week we announced our move to bring our media brands together under one united media proposition. Today’s changes are the next step in our strategy to build a more connected dentsu across ANZ by integrating experience, commerce, data and technology capabilities into our core business and continuing to invest in what our clients value most.

“I want to thank the Merkle Salesforce team for their contribution to dentsu over many years. They have built strong client relationships and a business that is well positioned for its next chapter.

“I’m pleased the business will continue to be led locally by Paul Whittaker and Gareth Reason. They have been outstanding partners and leaders for our Merkle business in ANZ. I wish them and the team every success.”

Salesforce remains a key global partner for dentsu and Merkle, with this change applying specifically to ANZ.

The deal is expected to close in the third quarter of 2026, subject to customary closing conditions.

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