Dentsu folds Merkle into core ANZ business as simplification drive accelerates

Dentsu is continuing its rapid restructure across Australia and New Zealand, folding Merkle’s local experience, commerce, data and technology operations into the core Dentsu business just days after collapsing its media brands into a single structure.

The move forms part of a broader strategy under CEO Rob Harvey, as holding groups continue their march towards scale and simplicity. 

As part of the changes, Dentsu will divest its Salesforce implementation business to US-based holding company Enduring Ventures, with the deal expected to close in the third quarter of 2026.

While the Merkle brand will continue to operate for global and regional clients where required, local ANZ business will now be serviced directly under the Dentsu brand. Harvey said the latest changes were designed to reduce complexity and create a more connected operating model across the business.

“Clients are telling us they want a clearer, more direct way to work with us,” he said. “These changes are about responding to that by sharpening our focus on what we do best and making it easier for clients to access the full strength of Dentsu.”

The restructure lands less than a week after Dentsu announced it would collapse Carat and iProspect into a unified media proposition in Australia, signalling a much broader overhaul of the group’s ANZ structure.

“Today’s changes are the next step in our strategy to build a more connected Dentsu across ANZ by integrating experience, commerce, data and technology capabilities into our core business,” Harvey said.

The Salesforce capability being sold to Enduring Ventures will continue to be led locally by Paul Whittaker and Gareth Reason following the transaction.

Dentsu said Salesforce remains a key global partner, with the restructure specific to the Australia and New Zealand markets.