• by Richard Whitman , Columnist, February 5, 2020

Dentsu Aegis performance marketing agency Merkle has launched a new promotions and loyalty solutions (PLS) division with the catchy name of Merkle Promotion and Loyalty Solutions.

That shouldn’t be too hard to remember, right? It literally is what it is.

The launch of the new unit follows Merkle’s acquisition of PLS specialist HelloWorld in 2018. The firm was integrated into Merkle’s existing PLS operation to form the new and improved division.

Along with the new unit  the agency has named its first global head of loyalty, Peter DeNunzio, who was previously CEO at HelloWorld. As the title implies he’ll focus on scaling the firm’s practice globally.

Additionally, Chris Wayman, formerly executive vice president of client services at HelloWorld, will lead the Americas region of the new division reporting to Craig Dempster, president, Merkle Americas. 

“The relationship between trust, business, technology, and consumers is increasingly complex, and technology is altering human behaviors,” stated DeNunzio. “We are at the forefront of these changes as they relate to building brand-consumer relationships.”