Dentsu buys the Spanish consultancy Omega CRM

the japanese Dentsu has confirmed the purchase of the Spanish consulting firm Omega CRM, as well as all its subsidiaries. Following the close of the transaction, Omega CRM will become part of Merkle, a user experience management company with a strong focus on data and technology, which in turn falls under the umbrella of Dentsu.

With this step, Merkle continues to bet on advancing in the field of customer experience transformation. For its part, Dentsu continues to advance with this acquisition in its goal of getting half of its net income to come from its areas of Technology and customer transformation, focused on the rapid growth of areas such as commerce and customer experience.

Omega CRM, founded in 2002, has become one of the leading companies implementing Salesforce technology. It currently has a dozen offices in Spain, and one in France. It has 550 workers, and specializes in CRM services in various sectors. Among them health, education, NGOs, manufacturing, retail and basic supplies.

It is unknown how much Dentsu has paid for Omega CRM. What has been confirmed is that his entire team will go to work at Merkle. Even its CEO and his management team, which will make Merkle one of the most outstanding CRM companies in Spain. In total, it will have more than 750 employees, who will serve more than 400 clients. They include large-scale advertising agencies, as well as IBEX 35 and Fortune 500 companies. Its name will now be Omega CRM, a Merkle company.

The incorporation of the Omega CRM team into Merkle will allow Merkle to expand its CRM capabilities, in addition to providing experience in the main Salesforce clouds. For its part, Dentsu currently has more than 2,000 employees trained in Salesforce, and some 5,000 Salesforce certifications globally. In EMEA alone, Merkle has a presence in 17 countries and more than 4,900 employees.

David Garcia Fuentes, CEO of Omega CRMhas indicated that the operation will accelerate its objectives: «transform businesses through the creation of personal customer experiences, and help our clients develop relationships with their consumers. Merkle’s capabilities and global reach are in line with ours, not only from a business perspective, but also from a cultural and talent perspective. We share very similar company values, which will open up a new world of opportunities for our team in the coming years.«.

From now on, García will report his operations to the Merkle EMEA President Margaret Wagnerwhich has highlighted that this purchase «is very exciting for Merkle’s EMEA division, adding scale and capabilities to our CXM offering. Not only does it make us the largest CRM agency in Spain, but it also adds specialized CRM capabilities to our EMEA CXM division. By rapidly growing our Salesforce expertise, and collaborating with Dentsu’s integrated media and creative offerings, we are able to deliver real business results for the brands we serve. Spain is an important market, and the purchase of Omega CRM boosts our global and regional growth strategy«.

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