DIVISADERO has been acquired by Merkle Inc.


DIVISADERO has been acquired by Merkle Inc.

DIVISADERO, the leading Spanish consultancy in digital transformation and intelligence, has been acquired by Merkle Inc., the world’s leading performance and data operator.


  • The purchase of the Spanish consultancy company is Merkle’s second corporate acquisition since it joined the Dentsu Aegis Network in August of 2016, and it is Merkle’s fourth European acquisition in two years.
  • The merger of DIVISADERO and Merkle significantly improves Merkle’s leadership positioning in Spain and in Spanish-speaking markets, and it demonstrates that the American data and performance marketing giant is confidently betting on Europe.
  • This purchase by Merkle means its founding partner, Sergio Maldonado, will be leaving. The Spanish consultancy’s brand and management team will remain completely intact. Manuel Blanco will remain as the top executive of the Spanish consultancy.
  • Starting today, Thursday, March 6, DIVISADERO will form part of the Merkle Europe regional unit, led by Tim Berry.


MADRID, Spain. – April 06, 2017 – Merkle (merkleinc.com), the leading marketing performance and data use agency, announces it has acquired DIVISADERO (divisadero.es), the Spanish consultancy and data analytics company specialized in intelligence and digital transformation, and leader in Spain. Merkle expands its operations and data offering in Europe via its acquisition of DIVISADERO (divisadero.es). This is Merkle’s second corporate acquisition since joining the Dentsu Aegis Network in August of 2016, and it is Merkle’s fourth European acquisition in two years.

Founded in 2006, DIVISADERO offers consultancy services in digital intelligence and strategy. The Spanish consultancy develops a strategic and tactical approach in order to transform data into information and information into intelligent decision-making as a central element involved in the digital transformation of companies today.

Merkle’s position as an authority in use of data and marketing performance services is driven by the company’s unique heritage of deep expertise in data, analytics, creativity and technology. The acquisition of DIVISADERO not only increases Merkle’s global scale in the Spanish-speaking market, it also enhances Merkle’s specialized offering of data management and analytics. The Spanish consultancy is known for its capabilities in collecting, analyzing and activating data, and complements its offering with digital maturity assessments, strategic roadmapping, and technology benchmarking services.

The acquisition of DIVISADERO adds significant scale and critical capabilities to Merkle’s data and analytics offering in the market, as well as that of the Dentsu Aegis Network” said Davis Williams, President and CEO of Merkle. “DIVISADERO has a strong pool of data scientists and analysts who are capitalizing on a fast-growing sector of the market. We look forward to working together to support our digital strategy in Europe.”.

The company will maintain the DIVISADERO brand and its offices in Madrid, Barcelona and Gijón, and it will form part of Merkle’s European operations, led by Tim Berry, President of Merkle Europe. The current management team of DIVISADERO, with Manuel Blanco as Executive Director, will continue to lead the company. The entire staff of DIVISADERO, made up of more than 90 engineers, analysts and digital business strategists, will join the Merkle team. With the incorporation of DIVISADERO, Merkle’s European personnel now total 750 people.

DIVISADERO has achieved longevity through strength and depth of experience and an unwavering focus on customer value. Merkle will leverage DIVISADERO’s commanding position in the Spanish market to further develop its best-in-class analytics and data-driven media business,” said Berry. “The company’s current client base is impressive and well aligned with the Merkle approach. The synergies we develop with our combined roster will accelerate our global approach to people-based media and marketing planning. Additionally, DIVISADERO’s capabilities solidify our base for Merkle to expand and connect our European and global proposition.”.

As Merkle enters into the Spanish consultancy’s capital, its shareholder and founding partner, Sergio Maldonado, departs: “As DIVISADERO, we have found tremendous success by leveraging Digital Intelligence and Analytics to fill the existing gap between traditional consultancies, marketing agencies and technology providers, consistently beating all three in the race to prepare brands for a demand-led world. It is only natural that Merkle, a world leader in marketing analytics with first-party data as its core business, should become the new home for DIVISADERO.“.

We are delighted and proud to be joining Merkle,” said Manuel Blanco, Executive Director of DIVISADERO. “Merkle is a benchmark in our industry, and we admire them. They are the perfect partner to expand our capabilities and presence in the market, while at the same time respecting the values of the project that has led us to our position of leadership in the last 11 years. Excellent news for the team at DIVISADERO, and for its customers and strategic partners”.

Merkle’s acquisition of DIVISADERO highlights the American data marketing giant’s firm commitment to the European continent and consolidates an undisputed leadership in Spain in the growing industry of data-driven digital consulting.

About Merkle

Merkle is a leading consultancy in the use of data, specialized in technology and focused on performance marketing. Merkle specializes in providing unique and personalized customer experiences across multiple channels and devices. For over 25 years, Fortune 1000 companies and leading non-profit organizations have relied on Merkle to maximize the value of their customer portfolios. Merkle has its origins in the use of data, technology and analysis, which serve as solid bases in order to generate a space of differential capabilities used to understand customer insights as a lever for “customer-centric” strategies.

When we combine all the above with Merkle’s experience in performance-based digital media optimization, the result is the creation of a customer experience that improves business results and generates value for shareholders. With more than 3,800 employees and main headquarters in Columbia, Maryland, Merkle has more than 16 offices in the USA and headquarters in Barcelona, Bristol (UK), London, Shanghai, and Nanjing. In 2016, Merkle joined the Dentsu Aegis Network.

For more information, call Merkle at 1-877-9-Merkle or go to www.merkleinc.com



DIVISADERO is a leading Spanish consultancy in digital intelligence and transformation. With offices in Madrid, Barcelona and Gijón, its 100 employees – mostly engineers, mathematicians and marketing and business specialists – provide strategy, collection, analysis, activation and data integration services to improve business results for IBEX35 companies and Fortune 500 profile corporations. DIVISADERO was founded 11 years ago, and in the last two years they have doubled their personnel and increased turnover by 35%, becoming one of the leading digital intelligence consultancies in southern Europe. For more information, go to www.divisadero.es or look for us on Twitter @divisadero








Zurbano 34
28010 Madrid
+34 91 279 77 74
Cristina Izquierdo
Francesc Macià, 3
08021 Barcelona
+34 93 782 34 58
Miquel Berbegall
Estadio El Molinón, 100
33203 Gijón
+34 985 09 51 10
Marian Hurlé
No Comments

Post a Comment

Subscribe to our monthly newsletter Stay Sharp!

More information