Merkle Launches Promotion and Loyalty Solutions Division, Expanding Its Foothold in Loyalty Marketing

Business line created from integration of HelloWorld and Merkle Loyalty Solutions Group 

Merkle, a leading technology-enabled, data-driven performance marketing agency, announced the launch of its new Promotion and Loyalty Solutions division. Committed to global leadership in loyalty marketing, the agency has created the division through the integration of digital marketing solutions provider HelloWorld and Merkle Loyalty Solutions Group. As a result of this integration, both legacy brand names will sunset, and the group will now be known collectively as Merkle Promotion and Loyalty Solutions.

With the launch of this new division, Merkle has expanded its engagement capabilities and can now incorporate Human Loyalty solutions to deepen consumer relationships and drive business results. This spectrum of solutions, including digital promotions, gamification, engagement hubs, and loyalty programs, deepens brand-consumer relationships to elicit emotion, generate data, and reward consumer behavior.

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As a part of Merkle’s commitment to expand its loyalty capabilities, the agency has named its first global head of loyalty, Peter DeNunzio. DeNunzio previously held the position of CEO at HelloWorld. In his new role, he will focus on enhancing Merkle’s already strong loyalty and promotions capabilities and client base on a global scale, with a continued emphasis on acquisitions, marketing excellence, and business growth across Merkle and parent company, Dentsu Aegis Network. Additionally, Chris Wayman, formerly EVP of client services at HelloWorld, will lead the Americas service line as EVP, GM, Promotion and Loyalty Solutions, reporting directly to Craig Dempster, president, Merkle Americas.

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“We are committed to creating a global powerhouse in loyalty services through this business integration,” said DeNunzio. “Consumer behavior is shifting at an unprecedented pace. The relationship between trust, business, technology, and consumers is increasingly complex, and technology is altering human behaviors. We are at the forefront of these changes as they relate to building brand-consumer relationships. Thanks to the robust offerings in our newly formed Promotion and Loyalty Solutions group, we are able to scale consumer engagement solutions and offer our clients best-in-class services to drive business performance and brand loyalty.”

Since Merkle’s acquisition of HelloWorld in 2018, the agency has effectively scaled its people-based marketing disciplines, offering services within loyalty solutions, performance media, customer relationship marketing, and customer experience to clients such as Coca-Cola, Johnson & Johnson, L’Oréal, and Samsung. Merkle has also amplified its annual Loyalty Barometer Report, showcasing original data and research into customer sentiment toward loyalty programs.

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