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Singapore digital marketing agency Happy Marketer acquired by DAN


Marketing Communications


Sell Side


February 2019


SI Partners advises Singapore digital marketing agency Happy Marketer on sale to Dentsu Aegis Network.

Since its establishment in 2009 Happy Marketer has become one of Southeast Asia’s leading data-driven marketing agencies and is well respected for providing services using data analysis to drive results-oriented customer experience and media campaigns for its clients. Headquartered in Singapore, with a digital marketing delivery center in Bangalore, India, the agency has 55 employees.

Commenting on the deal Dentsu Aegis Network said: “The acquisition will provide a strategic foundation for Merkle’s data, analytics, and CRM solutions, further enabling the agency to deliver people-based marketing at scale across the region.”

Happy Marketer offers strategic consulting, training and implementation services to its clients given their strong partnerships with global digital platforms such as Google, Adobe, HubSpot, SalesForce as well as with management consulting firms such as the Boston Consulting Group.

Following the acquisition Happy Marketer will be integrated with Merkle and will be rebranded ‘Happy Marketer, a Merkle Company’. Happy Marketer’s managing partner Rachit Dayal will join the leadership team reporting to Merkle Asia Pacific’s managing director and chief growth officer Ted Bray. Speaking to Campaign Asia Rachit and Prantik Mazumdar, managing director of Happy Marketer who will also report to Bray, said: “As we look on to the next 10 years, we are excited to partner with Merkle and Dentsu Aegis Network to help more businesses drive into the future. We intend to work closely to create a winning playbook to capture market share through our data-driven, technology-led, people-based marketing solutions.”

This acquisition will initiate a new data analytics technology offering in Singapore, contributing substantially to Merkle’s full suite of services within the market. Furthermore, the addition of Happy Marketer’s key competencies within Merkle’s people-driven marketing solutions will increase the Dentsu Group’s ability to offer competitive digital marketing services in the Southeast Asian market.

See press coverage of Happy Marketer’s acquisition by Dentsu Aegis Network in Campaign Asia and Mumbrella.

View Happy Marketer Managing Director, Pratnik Mazumdar’s LinkedIn post for further reading on the transaction.

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We are extremely glad that we had excellent financial consultants and advisors in SI Partners... It allows you to focus on your core business while this process is going through.

Prantik Mazumdar, MD, Happy Marketer