Dentsu South Africa announced the launch of Merkury, a powerful new marketing platform developed in collaboration with Telkom, designed to bring brands closer to real South African consumers than ever before.
The platform is built as a Dentsu product, Merkury leverages Telkom’s extensive network data to offer brands access to an unparalleled target pool of over 20 million unique profiles, creating a truly transformative approach to consumer engagement.
For South African brands, effective consumer targeting has often been limited by reliance on broad strategies with minimal personalisation. In response, dentsu developed Merkury to provide the precision and scalability brands need to connect authentically with South Africans – and, eventually, audiences across the continent. Merkury enables brands to engage real people, free from artificial interference or bot traffic, while maximising relevance and impact.
Dawn Rowlands, CEO of dentsu Africa, highlights Merkury’s impact: “Merkury is more than a platform; it’s the start of a new era for South African brands. With Telkom’s collaboration, we’re delivering authentic reach on a scale this market has not seen before. Merkury connects brands to consumers in a way that’s precise, compliant, and impactful. This is what true marketing innovation looks like.”
Randall Abrahams, managing executive: Digital Solutions at Telkom, commented: “This partnership represents an incredible opportunity to redefine consumer engagement across South Africa. A highly experienced partner like Dentsu is essential in delivering the real value we aim to bring to audiences.”
