Dentsu buys Omega and optimizes its services in customer transformation and technology

The Dentsu group has recently completed a setting operation with the purchase of Omega CRM Consulting and its subsidiary companies. The company will be integrated into Merkle, a brand belonging to dentsu and specialized in Customer Experience Management (CXM).

Thanks to this expansion of the team, Merkle continues its strong and sustainable growth in the customer experience transformation market.. A few months ago, the consultancy announced its latest acquisition in Australia (Aware Services) and, through this new announcement, Merkle strengthens its experience and knowledge in Salesforce technology thanks to the integration of Omega CRM.

A sign of Dentsu’s commitment to ensure that its customers offer the better connected experiences of the sector throughout the customer journey. In the coming years, the company aims to generate 50% of its net income through Customer Transformation and Technology (CT&T)* services, which include the areas of customer experience and commerce.

With this acquisition, Omega CRM expands Merkle’s team of professionals, turning the brand into the largest CXM agency in Spainwith more than 750 experts, who serve more than 400 clients, belonging to large advertisers, IBEX 35 and Fortune 500 companies. Its integration expands Merkle’s CRM capabilities in the local market by adding expertise in the entire set of technologies from Salesforce Cloud. (

The Dentsu Group has 2,000+ Salesforce experts and more than 5,000 certifications worldwide. This positioning allows the company to provide solutions for the transformation of customer experience that are aligned with Salesforce’s cloud capabilities.

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Founded in 2002, Omega CRM has established itself as one of the leading companies in the implementation of Salesforce technology and marketing services in Europe with more than 550 employees from its headquarters in Granada, nine offices in Spain and a work center in France. Recognized by CEPYME as one of the 500 leading Spanish companies in growth and innovation in the last two years, Omega CRM provides CRM services in different industries, including Pharma, RetailEducation, Real Estate, Manufacturing, Hospitality and NGOs.

Merkle presence in 17 countries

In EMEA, Merkle is present in 17 countries including DACH clusters, Northern Europe, Spain, Italy and the UK and Ireland with more than 4,500 employees. Globally, regionally and locally, Merkle offers cutting-edge CXM services through its team of experts in analytics, data and technology, experience and commercestrategy, transformation and B2B.

Margaret Wagner, President of Merkle EMEA, comments: “This agreement is a great opportunity for our business in EMEA by expanding the CXM services we offer to our clients. Not only does it make us one of the largest CRM agencies in Spain, we also add specific capabilities in this discipline to our European business. By growing our expertise in Salesforce and collaborating with dentsu’s integrated creative and media services, we can improve business results for our clients. Spain is an important market for us and the acquisition of Omega CRM furthers our global and regional growth strategy.”

Manuel Blanco, CEO of Merkle Spain, adds: “Today we welcome the Omega CRM team to our family, with whom we share the same commitment to help our clients in their strategies based on data and technology. The addition of Omega CRM’s capabilities will boost Merkle’s positioning in Spain and will allow us to expand our portfolio of services to reinforce our leadership as a specialized CXM agency”.

David García Fuentes, CEO of Omega CRM, declares: “We are excited to join the Merkle family, which will further accelerate our mission to transform businesses by creating personal customer experiences by helping them build lasting relationships with their consumers. Merkle’s capabilities and global reach fit perfectly with our vision, not only from a business perspective, but also from a cultural and talent angle, as we are able to uphold similar values. Fact that will open up a whole new world of great opportunities for our team in the coming years.”

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