Dentsu Aegis Network has acquired San Francisco-based B2B digital media and marketing agency DWA. Terms weren’t disclosed.
The newly acquired agency will be aligned with DAN’s data-driven marketing shop Merkle to help boost its B2B capabilities. It will be branded “DWA, a Merkle company.”
The deal is the latest addition to DAN’s growing corral of B2B shops, following the acquisition of gyro last year and BAND in 2015.
DWA capabilities include programmatic, search, social and demand generation.
Earlier this month, DWA prevailed in the Cisco media pitch. Other clients include Sprint, NetApp, Cisco, DXC, Salesforce, Oracle and Informatica.
Established in 1996, DWA now has eight offices around the world in addition to its headquarters in San Francisco. All of its 150+ employees will join Merkle’s High Tech and B2B practice.
“There’s a growing group of enterprise level, B-to-B and technology businesses, all moving at breakneck pace to adopt the best advertising solutions and platforms,” stated Merkle president and CEO David Williams. “The shift toward people-based marketing … is as relevant in B-to-B as it is elsewhere. This acquisition will strengthen our ability to deliver those capabilities for B-to-B clients, at scale.”