Amica Partners With Merkle to Modernize Marketing Ecosystem
Amica Mutual Insurance announces a new partnership with Merkle aimed at modernizing its approach to personalized marketing at scale. With the multiyear partnership, Amica looks to further improve performance marketing channels by reimagining its approach to data-informed marketing and audience development.
“As we continue our marketing investments to fuel future growth, we knew it was time to double down on our use of data for audience development,” said Anusheel Choudhary, Amica Senior Assistant Vice President, Marketing & Communications. "With this new partnership, we’ll be maximizing the potential of Amica’s own first-party data across channels. By pairing it with third-party data – including data integrated through Merkle’s Merkury identity solution – it will drive the highest fidelity possible, powering relevant messaging and targeting of prospects.”
Merkle, the data and customer experience powerhouse within dentsu, is tasked with implementing and maintaining an always-on marketing ecosystem bespoke to Amica, leveraging dentsu’s innovative Merkury suite of products including its leading data, identity and insights platform. The new ecosystem will enable best-in-class audience-led marketing programs all within a clean room environment, enabling messaging consistency and efficiency across channels including direct mail and email.
“We are honored to begin our transformative partnership with Amica. The expectations for financial services are rising at an unprecedented rate, so every touchpoint with consumers matters more than ever. As Amica’s marketing technology partner, we look forward to unlocking new paths to growth by combining our deep expertise in financial services with our market-leading Merkury identity platform, to drive new experiences for their customers and prospects,” said Jonathan Gagliano, EVP Financial Services, Merkle.
About Amica Insurance
Amica is the longest-standing mutual insurer of automobiles in the U.S. A direct writer, Amica also offers home, life, marine and umbrella insurance, as well as annuities.
Founded on principles of outstanding service, Amica creates peace of mind and builds enduring relationships with its customers. That mission is shared and supported by thousands of employees across the country. Visit Amica.com.
About Merkle
Merkle, a dentsu company, powers the experience economy. For more than 35 years, the company has put people at the heart of its approach to digital business transformation. As the only integrated experience consultancy in the world with a heritage in data science and business performance, Merkle delivers holistic, end-to-end experiences that drive growth, engagement, and loyalty. Merkle’s expertise has earned recognition as a “Leader” by top industry analyst firms, in categories such as digital transformation and commerce, experience design, engineering and technology integration, digital marketing, data science, CRM and loyalty, and customer data management. With more than 16,000 employees, Merkle operates in 30+ countries throughout the Americas, EMEA, and APAC. For more information, visit www.merkle.com.