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Dentsu Group Acquires a Majority Stake in Extentia
Friday 05 August 2022

Japan-based advertising and public relations group Dentsu Group Inc. (Tokyo: 4324) has entered an agreement to acquire a majority stake in Indian technology and services firm Extentia, which has a focus on enterprise mobility, cloud engineering, and user experiences, the group said.

Extentia will join Merkle, a technology-enabled, data-driven customer experience management company within Dentsu Group's international business, Dentsu International.

Established in 1998, Extentia has nearly 800 staff in Pune and Bangalore, India.

With this acquisition, Extentia further bolsters Merkle's existing Salesforce capabilities, adding scale and additional geography in India.

As a Salesforce Crest Partner and one of the nine Salesforce product development outsourcers globally, Extentia adds expertise with more than 350 Salesforce certifications and new Salesforce App Cloud capabilities.

The union will further expand Merkle's existing offering in Salesforce Sales and Service Cloud capabilities.

Dentsu Group has more than 1,300 Salesforce trained staff and 3,500 Salesforce certifications, providing customer experience transformation solutions that are aligned with Salesforce Cloud capabilities.

Merkle's Salesforce offering is underpinned by its longstanding expertise in outcome-led customer experience, driven by data and enabled by marketing technology, cementing its unique positioning in the Salesforce ecosystem.

The acquisition demonstrates Dentsu Group's commitment to enabling clients to deliver best-in-class differentiated and connected experiences across the entire customer journey.

It aligns with Dentsu Group's said ambition of reaching 50% of net revenue generated by Customer Transformation and Technology, encompassing the fast growth areas of customer experience and commerce.

Extentia employees, including a leadership team, will make the transition to Merkle. The company will be known as "Extentia, a Merkle company" with immediate effect and will develop joint go-to-market plans and accelerate growth across both businesses.

Part of dentsu, dentsu international is made up of five brands Carat, dentsu X, iProspect, Dentsu Creative, Merkle, and supported by its specialist brands.

With more than 14,000 employees, Merkle is headquartered in Columbia, Maryland, with 50+ additional offices throughout the Americas, EMEA, and APAC.
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Date Published: 05/08/2022

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