Dentsu Aegis Network Acquires Indian Data and Analytics Firm

The acquisition will see Ugam joining Merkle, a US marketing agency that is part of Dentsu Aegis Network.

Dentsu Aegis Network, a UK-based multinational media and digital marketing communications company, has announced the acquisition of a majority stake in Ugam, an Indian next-gen data and analytics company. According to the deal, Ugam will be joining Merkle, part of Dentsu Aegis Network and a US-based global data-driven, technology-enabled performance marketing agency. For Merkle, the acquisition is one of the biggest transactions in its history, considering that Ugam has over 1,800 employees in Australia, the US, and India. Ugam has an extensive array of solutions that largely complement capabilities that Merkle currently carries.

“Our company has found the perfect partner in Merkle. Ugam and Merkle complement each other’s strengths as Merkle brings a diverse customer base with a substantially in-country presence and our company brings advanced analytics capabilities at scale. From day one, the cultural fit was evident, most importantly, and the effects will be extremely positive for all our stakeholders – shareholders, employees, and customers. This deal marks a noteworthy milestone in our company’s journey, and I’m looking ahead to this new phase with renewed vigor,” said Ugam CEO, Sunil Mirani.

Ugam will add to Dentsu Aegis Network’s M1 platform with scaled analytics-based services

With the help of the acquisition of Ugam, Merkle will add new capabilities to its existing service lines as Ugam brings its proprietary tools and frameworks and analytical sophistication. For Dentsu Aegis Network’s M1 platform, Ugam will provide a scaled and complete analytics-based services layer. While Ugam’s rest of the management team follows the same reporting structure, Mirani will report to Craig Dempster, Merkle Americas President.

“Ugam is vital to the implementation of our multi-year analytics strategy of building a scaled offshore and onshore shared analytics service across Dentsu Aegis Network. Along with a wide spectrum of analytical decision support, Ugam will be bringing high-end analytics capabilities, with its vertical market expertise, scale, highly-educated workforce, and experienced management team. Its focus on Fortune 500 companies and the US market will be strengthening our existing relationships and creating several synergies, opening up opportunities for each of our client portfolios,” said Dempster.

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