Dentsu Aegis Network announced that it has acquired the global B2B digital media and marketing agency, DWA. The deal is the latest addition to the group’s B2B capability, following the acquisition of gyro last year and BAND in 2015.

The move will expand the B2B offering at people-based marketing agency, Merkle, adding scale and breadth to existing capabilities and offering brands in the technology and B2B sectors greater sophistication, integrated technology, data, creativity, and outstanding performance marketing. The new business will be branded 'DWA, a Merkle company.'

DWA applies expertise in ad-tech, real-time insight, and management decision support to a range of integrated, global media including: programmatic, search, social and demand generation. Its approach has delivered success for a diverse group of enterprise clients, including Sprint, NetApp, Cisco, DXC, Salesforce, Oracle, and Informatica.

“I’m thrilled to see Merkle recognize DWA’s strengths and dedication to B2B technology, and excited to see what our next chapter will bring as we join forces with the global leader in one-to-one marketing,” says David Wood, founder of DWA. “DWA has a proud history of activating data-driven, digital campaigns for some of the highest regarded B2B technology brands in the world. We believe that we are at the forefront of a new advertising generation that focuses on delivering more valuable connections through people-based marketing, and we’ve found a valuable partner who shares our vision and augments our capabilities in Merkle.”

Established in 1996, DWA is headquartered in San Francisco, with eight additional offices around the world. All 150 plus employees will join Merkle’s high tech and B2B practice.

“There’s a growing group of enterprise level, B2B and technology businesses, all moving at breakneck pace to adopt the best advertising solutions and platforms. DWA’s client list reflects a clear early-mover advantage,” says David Williams, president and CEO, Merkle. “The shift toward people-based marketing, led by Merkle, is as relevant in B2B as it is elsewhere. This acquisition will strengthen our ability to deliver those capabilities for B2B clients, at scale.”