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SCD advises Aware Services on their sale to Merkle
Aware Services, established in 2018, is an Australian-owned Salesforce, MuleSoft and Tableau partner, with data and analytics capabilities.
Merkle, a subsidiary of publicly listed Japan-based advertising firm Dentsu, is a data-driven customer experience management company.
Deal Rationale 
SCD Approach 
SCD Value Add 
Overview
Go-To-Market to Closing 6 months
Potential Buyers Approached 28
Advisors
Sell Side Lawyers Squire Patton Boggs
Buy Side Lawyers Herbert Smith Freehills
Buy Side Financial Advisor PwC
Deal Rationale
For the seller, the deal allowed them to join a larger group following a successful market penetration in Australia.
For Merkle, it added synergetic Salesforce capabilities to their core market communications business and drive APAC expansion by increasing their presence in Australia.
SCD Approach
Aware Services approached SCD for advice due to our deep knowledge of the Salesforce ecosystem and strong track record. With the market highly active, SCD recommended a full process to maximise interest. We frontloaded bidder Q&A and coached management through several presentations to handle high buyer interest.
The process generated 2 offers, with Aware ultimately entering exclusivity with Merkle, chosen for its strong cultural fit and strategic alignment.
SCD Value Add
SCD added significant value through its expertise in navigating cross-border deal structures, ensuring smooth negotiations throughout the process. Our in-depth knowledge of the Salesforce ecosystem played a key role in achieving a high valuation, as we were able to emphasise strategic synergies to potential buyers.
We are extremely thankful to Pierre and the SCD team for their strategic guidance throughout the transaction with a large international buyer such as Dentsu. The deal was executed in a professional manner specifically around the numerous technicalities that arose throughout the process. We are excited for the future ahead as part of Merkle, which will provide great opportunities for both our clients and staff!
CEO, Aware Services
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