The move, which establishes the company’s Google Technology Practice, will combine its services in digital analytics, ad tech, data engineering, AI and data strategy.

The division is housed within Merkle’s data, analytics, and martech department. Clients can use the division to access analytics and data services with the aim of driving performance on Google platforms.

Merkle will also launch a new technology built within the Google environment, automating configuration, deployment and activation of marketing analytics.

El Kanagavel, managing director of performance technology at dentsu UK, and Neil Collins, head of experience analytics and ad tech at Merkle, take on new roles as co-managing directors of the Google Technology Practice.

Kanagavel said: “It is incredibly exciting to launch the new Google Technology Practice in Merkle, connecting our clients to a market leading ecosystem of data, technology, and customer experience capabilities. Our newly integrated team is a natural step forward as we seek to offer marketers the strongest performance on Google’s tech stack.”

Collins added: “Data engineering capability and CXM is now at the forefront of marketing. Merkle and dentsu’s leading first party data capability means we can add huge value to clients in terms of verification and optimisation of data channelled through Google’s technology stack as well as helping brands keep pace with the emerging opportunities the Google platform is creating.”