Dentsu-Owned Merkle Buys HellowWorld Loyalty Agency

Dentsu-owned marketing agency Merkle has purchased loyalty and promotion agency HelloWorld, which combines proprietary technology with strategy and execution services. Imagine a two by two matrix of marketing companies that offer technology, agency services, neither or both. Traditional agencies offer only services; traditional martech companies offer only technology. Firms like Merkle and HelloWorld do both. It’s not clear who does neither – perhaps consultants and newsletter writers.