The Dentsu Aegis Network comprises nine brands that exists across the globe to help businesses with their business-to-business (B2B) digital marketing needs. These brands, including Interprise which was launched this year, can help companies develop their marketing images and then transmit those images to customers through content creation, proper use of search engines, and mobile applications.
This week, Dentsu Aegis announced that it has acquired the similarly minded marketing firm gyro. Interprise will become a key part of this acquisition because it will be integrated into gyro, which will continue to operate from its headquarters in the U.S.
Dentsu Aegis noted that this combination will cause gyro to become the largest entity in the world the focuses on B2B marketing and that the result of this melding of experience will reflect that prominence in its services. Rob Horler, the CEO of Dentsu Aegis in the U.S., commented that gyro CEO and CCO Christoph Becker and Interprise Global President Stuart Giddings will lead the joint operations from this point forward. Between the pair, Giddings will report to Becker.
“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,” Horler said. “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 U.S. 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.”
The fact that gyro will hold a leading position over the newly created Interprise shows the faith that Dentsu Aegis has in its acquisition. This is not a play to take out the competition; it is a play for Dentsu Aegis to gain some proven talent on its side. It will gain Becker and the rest of the gyro team to support the creative services that the development of B2B marketing takes for every client.
Giddings noted that the B2B market demands agencies such as gyro that know the game inside and out. gyro has the experience necessary to complete any task its clients need, and it has done so while also winning industry awards such as the Advertising Age award for 2016 B2B Agency of the Year. It has been working since 1999 to lead the market. Now it will become part of a larger group of businesses that have the same goal and can provide it with a fresh set of faces to help please its customers, all of them now being Dentsu Aegis customers as well.
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