Dentsu has acquired Aware Services a consultancy that helps companies optimize their use of the Salesforce, MuleSoft and Tableau platforms.

Aware, based in Australia, will join Dentsu’s data and customer experience management unit Merkle.

Dentsu said the acquisition will bolster Merkle’s existing Salesforce and data and analytics capabilities. With the acquisition, the number of Salesforce trained staff and Salesforce certifications within Dentsu will be over 1,500 and 3,900 respectively.

Dentsu has set “business transformation and growth,” as a key objective both internally and for clients. One of the company’s priorities is to generate 50% of its revenues from customer transformation & technology. “By further entering the customer experience transformation area, we aim to provide more competitive and high value-added services while achieving business transformation and sustainable growth for the Group,” the company said in a statement announcing the deal.