Dentsu Aegis Network has acquired global B2B creative agency Gyro for an undisclosed amount.
The acquisition will see Gyro integrated with Dentsu Aegis’ own B2B media agency Interprise, which was launched earlier in 2016, creating what it claims to be the largest B2B-specific agency in the world.
Gyro will remain headquartered in the US with global chief executive and chief operating officer Christoph Becker assuming the role for the new combined agency, reporting to Interprise global president Stuart Giddings.
“The sheer scale and global importance of the B2B market demands an agency solution that is purpose built to serve it,” said Giddings. “The complexity and uniqueness of the B2B buying ecosystem requires a truly integrated, global approach built upon genuine B2B audience understanding, vertical knowledge and the very highest quality creative expertise.
“Gyro’s award-winning creative, content and strategic capabilities combined with the deep business audience understanding and digital expertise of Interprise and Dentsu Aegis will deliver exactly that.”
Becker felt that the acquisition demonstrated a major global strategic vision coming together: “Together, we are in the perfect position to lead and accelerate the much-needed reinvention of the B2B space through the total integration of creative, media and technological power. Teamed with Dentsu Aegis, gyro will offer even more value to our great client partners and bring bigger wings to achieve their goals and dreams.
“This is an iconic moment for our clients and all our great talent around the world. It will represent a before and after in the innovation journey to refresh, once and for all, the B2B space on the global stage. Together, Dentsu Aegis and gyro will reinvent the way we see, consume and feel advertising in the business-to-people space.”
The B2B sector is, according to Dentsu Aegis Network US chief executive Rob Horler, undergoing similar fundamental disruption to established rules and ways of working as the consumer landscape.
“B2B marketers are increasingly looking to like-minded partners to help them navigate this landscape and develop the right insights, strategies, approach and execution across every part of the customer journey,” commented Horler.
“As such, B2B is a critical piece of our overall offering, and the combination of gyro and Interprise will create an unparalleled solution for our clients both in the US and around the world. With our shared commitment to fostering an entrepreneurial, ambitious and creative culture, we have complete confidence in the ability of Christoph, Stuart and the teams around the world to come together and create an unparalleled B2B offering to serve our growing global client demand.”