Expansion to Latin America enables new global partnerships with leading brands

Merkle, dentsu’s leading technology-enabled, data-driven customer experience management (CXM) company, announced it is scaling its global footprint in Latin America. Merkle works with the world’s leading brands to enable experience transformation resulting in business growth and long-term customer value. Companies in Latin America understand the importance of prioritizing CXM initiatives to deliver on evolving customer expectations.

Merkle’s operations in Latin America will be led by Juan Camilo Suarez, CEO CXM and Chief Solutions Officer, dentsu LatAm; John Camilo Velásquez, Business Development Director, Merkle LatAm; and Cristian Figoli, Chief Product Officer, dentsu LatAm.

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“There is no better time to bring elevated customer experience solutions to our clients in the region,” said Juan Camilo Suarez. “Brands and businesses are future-focused and evolving their CX strategies to boost market position and meet the demands of consumers in an environment rapidly shifting due to technology advancements and generative artificial intelligence.”

“As one of the world’s leading experience consultancies, we will focus on providing integrated experience, engagement, technology, and solutions that solve for complex business challenges,” said John Camilo Velásquez.

Juan Pedro McCormack, CEO of dentsu Latin America, said, “Expanded Merkle operations in LatAm will complete our regional service operation and enable brands to deliver on experience-led business transformation.“

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This news comes at a time when dentsu is experiencing a period of growth and success in Latin America, such as the addition of major brands like Pernod Ricard and Alsea to its regional client portfolio. With the introduction of CX capabilities, Merkle aims to grow business in Latin America by 15-20 percent by the end of 2024.

“In the next decade, brands that excel in experience will outperform the market,” said Pete Stein, Global President of Merkle and Global CXM Practice Leader at dentsu. “We are excited to partner with brands in Latin America to make experiences more personal, increase loyalty and brand equity, and deliver market-leading technology capabilities – all aimed at deepening relationships with their customers.