Warwick Beresford-Jones to Lead Dentsu’s Combined Analytics Business at Merkle EMEA

Merkle, a leading technology-enabled, data-driven performance marketing agency and part of dentsu, has appointed Warwick Beresford-Jones to lead its combined analytics business across customer and digital analytics.

In this role, Warwick will be responsible for the ongoing integration of Merkle’s digital and customer analytics capability, which was brought together across EMEA at the end of 2019 in recognition of the increasingly sophisticated and fast changing data and technology landscape. One where cloud computing, AI and automation are driving constant innovation in business performance and customer centricity.

Analytics is now placed at the centre of everything Merkle does and helps drive material performance gains from marketing spend and the use of the data generated by some of the biggest brands across EMEA.

Warick joined Merkle in 2017 when Aquila Insight, the Edinburgh-based business he co-founded in 2010 was acquired by the company. He has since led a 100% growth of the business by supporting standalone analytics clients, such as Total, as well as those across Merkle’s broader set of capabilities, such as Volkswagen Group and NatWest to provide analytics and insight services that power their customer experience transformation journeys. Aquila rebranded to Merkle Aquila upon joining Merkle.

Michael Komasinski, president of Merkle and CEO of dentsu’s CXM Line of Business in EMEA, said: “Warwick will bring together our strong UK analytics practice and enrich this with our strong regional capabilities to ensure consistency, quality and scale across EMEA. The Merkle Aquila business has doubled in size since joining Merkle, delivering market leading analytics to both Merkle and dentsu clients and helping reinforce denstu’s commitment to placing analytics at the centre of its offering to clients.” 

Warwick Beresford-Jones, said: “Joining Merkle has been an incredible journey for the team at Merkle Aquila. It has provided us with the ability to grow and deliver analytics capabilities as part of a wider set of services to clients focussed on delivering a total customer experience across every interaction an individual has with a brand. Bringing together our digital and customer analytics businesses has enabled us to provide a fully joined up offering that helps clients get value from their data by tapping into our leading teams in AI and automation, data science and cloud computing.”