Dentsu Aegis Network SEA acquires Singapore-based digital marketing agency Happy Marketer

Dentsu Aegis Network SEA on Thursday said that it has acquired 100% of Happy Marketer Group, a digital marketing agency headquartered in Singapore.

Post-acquisition, the firm will be rebranded as Happy Marketer, a Merkle Company and its offerings will be integrated with Merkle Asia Pacific to help widen the base for the brand in the country, the firm said.

The firm did not reveal the details of the transaction. However, industry sources indicated that the transaction was based on an earn-out. “There would be an initial payment of about Singapore dollar (SGD) 20-22 million which could then follow with earn out that might be two to three times of the initial amount based on achievement of certain milestones,” a source said. FE could not independently verify these details.