Agreement kicked off on June 1, 2022.
Digital customer experience management company Merkle, part of Dentsu, has been appointed as the customer data management agency of record for technology giant Samsung in the Gulf region.
After a lengthy and demanding pitch process, Merkle has secured a two-year retainer to support Samsung in its ambitions to become a prominent direct-to-consumer e-commerce player in the region. Merkle will lead and manage Samsung’s entire data management workstreams, encompassing data engineering, best practice audience segmentation, dynamic creative optimization, and advanced analytics for Samsung’s flagship campaigns. Merkle will also be responsible for providing internal dashboarding and data visualization, and for the introduction of innovation in both reporting, analytics, and business intelligence.
Vimal Badiani, VP - Managing Director of Merkle MENA, said in a statement, “The addition of Samsung to our client portfolio is a testament to the fantastic work Merkle is doing in this space. We are reinventing the value chain for brands as they embark on their own data transformation journeys and realize the potential for their businesses when data is captured, analyzed, and utilized in the right way. I am extremely proud of the team for securing this win and we’re looking forward to what the future holds.”