Dentsu’s data specialist Merkle has been named data and technology agency for Lincoln, RI-based Amica Mutual Insurance.  

The multi-year agreement will focus on building out a new marketing ecosystem for the company as it looks to infuse more data into its overall marketing approach. 

The agency will leverage Dentsu’s data, identity and insights platform, Merkury and other products to shape the client’s revamped marketing effort across channels including direct mail and email. 

“As we continue our marketing investments to fuel future growth, we knew it was time to double down on our use of data for audience development,” said Anusheel Choudhary, Amica Senior Assistant Vice President, Marketing & Communications.  

"With this new partnership,” Choudhary added, “we’ll be maximizing the potential of Amica’s own first-party data across channels. By pairing it with third-party data – including data integrated through Merkle’s Merkury identity solution – it will drive the highest fidelity possible, powering relevant messaging and targeting of prospects.”  

In July Amica signed an agreement to become the exclusive auto, home and life insurance partner of the Boston Celtics.