New Entity Becomes the Largest Global B2B Agency
Dentsu Aegis Network acquired gyro, the largest 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.the Dubai office, which opened in 2007, counts brands such as EMAAR, Jumeirah, Emirates NBD and Fed Ex among its clients. Globally, Dentsu Aegis’ B2B media agency Interprise, which was launched earlier this year and led by Global President Stuart Giddings, will be integrated into gyro, which will remain headquartered in the US with an expanded global footprint across the US, UK, France, Germany, Spain, Australia, Hong Kong, Singapore and the UAE. Its services include B2B capabilities in media planning and buying, creative services, search, data, programmatic, events, content, and business traveler-focused out of home. Christoph Becker will remain 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. Financial terms of the transaction were not disclosed.