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Dentsu ANZ Reshuffles Merkle, Divests Salesforce Practice
Dentsu has initiated a significant restructure of its Merkle operations across Australia and New Zealand, integrating its technology consulting arm into broader agency divisions. Concurrently, its Salesforce practice in the region has been sold to an external holding company, forming a new independent entity.
What Happened
- •Dentsu is integrating its Merkle technology consulting unit into its wider Australia and New Zealand operations.
- •This follows a previous move by Dentsu to merge its media divisions in the ANZ region.
- •Merkle's Salesforce practice in ANZ has been sold to US-based Enduring Ventures.
- •The acquired Salesforce practice will operate as a new, standalone entity under Enduring Ventures.
- •This restructuring aims to streamline Dentsu's service offerings and operational structure in the region. (Source: Mumbrella, 12 May 2026)
Why It Matters for NZ Marketers
- •NZ marketers relying on Dentsu for integrated tech consulting may experience changes in service delivery and account management.
- •The emergence of a new, independent Salesforce specialist could offer alternative partnership opportunities for NZ brands.
- •This shift impacts the competitive landscape for marketing technology services in New Zealand, potentially increasing specialisation.
- •Agencies with strong Salesforce capabilities might find themselves in higher demand as the market adapts.
- •The move signals a broader trend of agencies refining their core offerings and divesting non-strategic assets in the NZ market.
Strategic Implications
- •Marketers should re-evaluate their agency partnerships, particularly regarding CRM and marketing automation platforms like Salesforce.
- •Consider the benefits of working with highly specialised agencies versus integrated network models for specific tech needs.
- •Assess internal capabilities for managing complex martech stacks, reducing reliance on single external providers.
- •Explore how this market shift creates opportunities for more agile, tech-focused partnerships.
- •Ensure data integration and customer journey orchestration remain robust regardless of agency structure changes.
Future Trend Signals
- •Increased specialisation within the agency landscape, with a focus on core competencies.
- •Continued consolidation and divestment within large agency networks to optimise service portfolios.
- •Growing demand for independent, expert-led martech implementation and optimisation services.
- •A potential shift towards project-based engagements with specialist firms over long-term, full-service agency retainers for technology.
Sources
Editorial note: This analysis is original, AI-assisted editorial content. All source material is attributed with links. No full articles are reproduced. Short excerpts are used under fair dealing principles.
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