Dentsu Aegis Network today announced the acquisition of gyro, an independent global creative agency dedicated exclusively to business-to-business (B2B) marketing.
Following this acquisition, Dentsu Aegis MENA will add a B2B offering to its product porfolio in the region. Globally, Dentsu Aegis’ B2B media agency Interprise, which was launched earlier this year, will be integrated into gyro, strengthening Dentsu Aegis’ foothold in the B2B marketing arena.
gyro will remain headquartered in the US, the world’s largest B2B market, with an expanded global footprint across the US, UK, France, Germany, Spain, Australia, Hong Kong, Singapore and the UAE.
Launched in 1999, gyro opened its Dubai office back in 2007, and has since worked with brands such as EMAAR, Jumeirah, Emirates NBD and Fed Ex. Led by global CEO and chief commercial officer (CCO) Christoph Becker, gyro was recently named the 2016 Advertising Age B2B Agency of the Year. It is also the Business Marketing Association’s 2016, 2015 and 2014 Agency of the Year.
The launch of Interprise earlier this year was led by Global President Stuart Giddings. Its services, which will now be combined with gyro, include B2B capabilities in media planning and buying, creative services, search, data, programmatic, events, content, and business traveler-focused out of home.
Becker will become global CEO and CCO for the new combined gyro, while Giddings will become Global Network President, gyro, responsible for client relationships and business development for the combined network. Giddings will report to Becker.
“The B2B communications sector is relatively underdeveloped in the MENA region and we are looking forward to working with gyro to help businesses navigate the complex landscape and develop the right insights, strategies, approach and execution across every part of the customer journey. B2B is another piece of the puzzle within our overall offering, and gyro and Dentsu Aegis together will create an unparalleled solution for our clients around MENA. We have complete confidence that this new endeavour will create an unparalled B2B offering to service growing client demand,” says Michael Nederlof, CEO, Dentsu Aegis Network MENA, in a statement.
Becker adds, "With Dentsu Aegis acquiring gyro, a major global strategic vision is 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.”
Giddings adds: “The sheer scale and global importance of the B2B market demands an agency solution that is purpose built to serve it. 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.”
Financial terms of the transaction were not disclosed.
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