The move is part of Merkle’s continued realignment of its portfolio of B2B agencies into Merkle B2B and is said to represent the company’s business imperative of “organisational adaptiveness which focuses on delivering end-to-end CXM solutions, maximising performance and client outcomes”.

Since the launch of Merkle B2B in September 2020, the business has grown by 25% over the past 18 months and in the last year has amassed over 25 global marketing and creative award wins. Most recently, Merkle B2B was named the winner of B2B Agency of the Year (Large) at The Drum B2B Awards.

Rob Gold, UK chief executive of Merkle B2B, said: “After nearly three years of leading our B2B offering in the UK, it is very exciting to see the full integration of Merkle DWA and Gyro expanding our capabilities.

“With this move, we are bringing together our full-service offering to clients to completely transform modern customer experiences, creating personal relationships between B2B brands and people and putting human relevance back at the centre of brand connections.”