Dentsu Enhances integrated customer experience management offerings in Southeast Asia with launch of Merkle in Thailand

27 August, 2024 —  Dentsu International (dentsu) is accelerating the growth of its customer experience management (CXM) capabilities in Southeast Asia (SEA) with the launch of Merkle in Thailand, expanding its unparalleled integrated CX growth solutions spanning across borders.

Merkle’s launch in Thailand comes as the market recorded an over 20% increase in martech investments over total marketing spend in 2023^[1], reflecting a dynamic trajectory that is aligned to the projected growth for the global CX landscape^[2]. As customer experiences become the new currency, and expectations for exceptional brand interaction evolve, Merkle Thailand’s capabilities in Experience & Service Design Consulting, CRM & Customer Engagement/Loyalty, Data Strategy & CDP, as well as Omnichannel Commerce will be the game changer in securing long-term loyalty and unlocking unprecedented business growth opportunities for brands in the market.

With SEA projected to be one of two subregions to contribute to most of the total spending on CX services in the Asia-Pacific by 2027^[3], Merkle’s expansion in SEA through its launch in Thailand will also put it in good stead to ride the growth in this segment. As it synergises with its talents and capabilities in Indonesia and Singapore, Merkle’s strong alliance partnerships coupled with dentsu’s deep heritage in innovation, creativity and technology will serve as twin pillars in enabling unparalleled full-suite offerings for transformative digital marketing at scale in SEA.

Sanjay Bhasin, CEO, SEA, and CEO Thailand and Vietnam, dentsu commented, “SEA is an awakening dragon, and as a dentsu cluster that was born to soar with the dragon, we are a rare partner with a glocalised lens to unlock the potential of the CX journey in this region. Particularly in Thailand, where CX has become an intrinsic part of any business looking to cut through the noise and connect with consumers, with Merkle now in Thailand, it will undoubtedly be able to help brands win on experience by reimagining sustainable CX strategies for business transformation. Merkle’s expanded footprint will also open up stronger possibilities for clients looking to be CX leaders in the era of SEA.”

Apirada Benchakaranee, CEO, CXM, dentsu Thailand, “The dawn of AI-driven experiences is a seismic shift that can make CXM a daunting journey for many brands in Thailand, where consumers have radically evolved in their expectations and behaviours around brand experiences. At Merkle, we are purpose-built to partner ambitious brands in seizing opportunities, even amidst chaos, to deepen engagement with their most important consumers. We look forward to bringing this to brands that are ready to elevate their experience-led growth.”

Chun Yin Mak, President, CXM, dentsu APAC, added, “As the only player in the industry that grew up in data, Merkle is an end-to-end experience transformation partner that is ready for an AI-first future. Our unrivalled integration of strategy, technology, design and data, enables us to power the experience economy, and we are delighted that we can now bring that same obsession to Thailand to help brands dream, do, and deliver the total experience for consumers.”

Merkle has grown steadily in Southeast Asia over the years. Today, it comprises over 300 experts in Indonesia, Thailand, Singapore, and Vietnam. Merkle holds strong alliances with global partners such as Google, Salesforce, Adobe, Braze, Tealium, strategic local partners, and is strongly endorsed in the industry, with Merkle taking Gold for Campaign’s Asia’s Data Analytics Agency of the Year for Southeast Asia in 2023. 

^[1] Thailand’s MarTech Report 2024

^[2] According to Merkle Brand Promise, the global CX market is estimated to grow at a 16% CAGR from 2022 to 2027

^[3] IDC, 2023, “Asia/Pacific Customer Experience Services Spending to Hit US$43.8 Million by 2027 Amidst Volatile Market” (https://www.idc.com/getdoc.jsp?containerId=prAP51297923 )