Dentsu Aegis Buys Oxyma for Merkle Expansion

Marcoms giant Dentsu Aegis Network has agreed to buy Netherlands and Dubai-based performance marketing agency Oxyma Group, which will subsequently be integrated into its Merkle subsidiary. Terms of the deal have not been disclosed.

Launched in 2000, Oxyma is headquartered in Rotterdam with additional Dutch offices in Amsterdam and Breda, as well as its location in Dubai. The firm comprises a group of five specialist agencies for CRM, paid, owned and earned media. Dentsu Aegis says Oxyma reflects Merkle’s core services, delivering personalisation at scale through CRM, loyalty, digital and media capabilities.

As part of the deal, which is subject to approval by the Dutch competition authority, all 300+ Oxyma employees will join Merkle, bringing the total EMEA business headcount to more than 1,000 employees. The firm’s CEO Jos van Loo says the acquisition is a ‘fast forward’ for both companies to become a leading player in EMEA for data-driven, tech-enabled, people-based marketing.

Julius Minnaar, CEO of Dentsu Aegis Network Netherlands, adds: ‘We are very proud to acquire Oxyma, which will enhance the prospects of our business in the Dutch market, ensuring we continue to deliver outstanding work for our clients in digital media, nationally and internationally. We welcome the Oxyma team into the fold and look forward to working with our new colleagues to leverage the exciting opportunities of the intersection between CRM, data, technology, and performance marketing’.

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