Dentsu Aegis Network acquires majority stake in data-analytics company Ugam

Ugam will join Merkle, a data-driven marketing agency, part of the Dentsu Aegis Network

e4m by exchange4media Staff
Updated: Jul 15, 2019 6:31 PM

Dentsu Aegis Network has acquired a majority stake in India-based Ugam, a data and analytics company serving both business-to-business and business-to-consumer enterprises.

Ugam will join Merkle, a leading data-driven, technology-enabled, global performance marketing agency and part of Dentsu Aegis Network.

With over 1,800 employees in India, the United States, and Australia, Ugam represents one of the largest transactions in Merkle’s history.

Ugam’s comprehensive set of solutions are highly complementary to Merkle’s existing capabilities. Its analytical sophistication and proprietary frameworks and tools will add new capabilities to Merkle’s existing service lines.

The business will now become Ugam, a Merkle Company, led by Sunil Mirani, Co-founder and Chief Executive Officer, reporting to Craig Dempster, President, Merkle Americas.

Reporting structures for the rest of the management team of Ugam will remain unchanged, as they and the rest of the senior leaders will play a key role in the growth plans of the company.

Founded in 2000, Ugam helps global corporations make smarter business decisions to accelerate their digital transformation. Its IP-led, bespoke solutions use a unique blend of data, technology and expertise, resulting in impactful and long-tenured relationships with more than 75 Fortune 500 companies.

“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. “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. 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.”

Mirani added, “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, and the effects will be immensely positive for all our stakeholders – customers, employees, and shareholders. This deal marks a significant milestone in Ugam’s journey, and I look forward to this new phase with renewed vigor.”

“The US marketing and media analytics industry is growing increasingly competitive, diverse and global. With artificial intelligence and machine learning entering the mainstream, the range of services required to maintain and extend growth requires both complexity of services and efficiency of delivery,” Alex Yoder, Executive Vice President, analytics for Merkle, said.  

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