Amica Partners with Merkle to Modernise Marketing Ecosystem

Amica Mutual Insurance announces a new partnership with Merkle aimed at modernising its approach to personalised marketing at scale. With the multiyear partnership, Amica looks to further improve performance marketing channels by reimagining its approach to data-informed marketing and audience development.

“As we continue our marketing investments to fuel future growth, we knew it was time to double down on our use of data for audience development,” said Anusheel Choudhary, Amica senior assistant vice president, marketing and communications. "With this new partnership, we’ll be maximising the potential of Amica’s own first-party data across channels. By pairing it with third-party data – including data integrated through Merkle’s Merkury identity solution – it will drive the highest fidelity possible, powering relevant messaging and targeting of prospects.” 

Merkle, the data and customer experience powerhouse within dentsu, is tasked with implementing and maintaining an always-on marketing ecosystem bespoke to Amica, leveraging dentsu’s innovative Merkury suite of products including its leading data, identity and insights platform. The new ecosystem will enable best-in-class audience-led marketing programs all within a clean room environment, enabling messaging consistency and efficiency across channels including direct mail and email.

“We are honoured to begin our transformative partnership with Amica. The expectations for financial services are rising at an unprecedented rate, so every touchpoint with consumers matters more than ever. As Amica’s marketing technology partner, we look forward to unlocking new paths to growth by combining our deep expertise in financial services with our market-leading Merkury identity platform, to drive new experiences for their customers and prospects,” said Jonathan Gagliano, EVP financial services, Merkle.