Merkle already operates in Australia, and the new arrangement will mean Dentsu’s Isobar CX practice will form part of Merkle.

Isobar’s creative team will also join Dentsu’s creative agency BWM and create a combined brand BWM Isobar.

Angela Tangas, chief executive of Dentsu Australia and New Zealand, said: “We need to have our people and capabilities in the right place to deliver meaningful progress and outcomes for our clients to ensure there is no disconnect between what their brands promise and what a customer, community or employee experiences.”