Dentsu buys Pexlify to ramp up customer experience tools for Merkle clients

Pexlify to become a Merkle company, aiding Dentsu’s ambition to reach 50% of net revenue generated by ‘Customer Transformation & Technology’.

Margaret Wagner Dentsu Merkle Pexlify

Dentsu is to buy Pexlify, a Salesforce consultancy based in the UK and Ireland. 

Under the deal, Pexlify will join Merkle, a tech-enabled, data-driven customer experience management (CXM) company within Dentsu Group International.

Pexlify will bolster Merkle’s existing Salesforce capabilities, adding scale and reach in the UK and Ireland for B2B and B2C clients. It adds expertise in Salesforce Sales, Service, and Experience Cloud solutions and expands Merkle’s offering in Salesforce Commerce and Marketing Clouds.

Customer experience growth ambitions 

The acquisition demonstrates Dentsu Group’s commitment to enabling clients to deliver differentiated and connected experiences across the entire customer journey. 

It aligns with Dentsu Group’s stated ambition of reaching 50% of net revenue generated by Customer Transformation and Technology (CT&T), encompassing the fast growth areas of customer experience and commerce.

Margaret Wagner (pictured), EMEA President, Merkle, said: “Pexlify provides a fantastic opportunity for Merkle to significantly extend our Salesforce services – adding scale and capability and supporting our ambitions for growth in these important markets with our key strategic partners.”

Stephen Lambert, CEO, Pexlify, said: “I am very excited about today's announcement. Our incredible growth and success as a Salesforce partner wouldn’t be possible without the hard work of our team. With the similarities in our values, culture, and ambitions, I am delighted to join Merkle to bring the benefits and opportunities it offers to our people, our clients, and our partnership with Salesforce.”

“Pexlify, a Merkle Company”

Dentsu Group has over 1,300 Salesforce trained staff and over 3,000 Salesforce certifications, providing customer experience transformation solutions that are aligned with Salesforce cloud capabilities. 

In the UK, Merkle’s Salesforce offering is pitched towards outcome-led customer experience, driven by data and enabled by marketing technology.

 Founded in 2015, Pexlify is a Salesforce implementation partner with 150 staff across its Dublin, London, Frankfurt, and Poland offices. It provides strategy, implementation, and integration services to clients including Allianz, Amazon, Bank of Ireland, Hilti, and Zurich.

Pexlify’s employees will make the transition to Merkle, along with Lambert, and the Pexlify leadership team. 

Lambert will report directly to the UK CEO of Merkle, Anne Stagg. The company will be known as “Pexlify, a Merkle Company” with immediate effect and develop joint go-to-market plans and accelerate growth across both businesses.


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