Dentsu Aegis Network acquires gyro, creating the first fully integrated global B2B powerhouse

25 July 2016: Dentsu Aegis Network today announced the acquisition of gyro, the largest independent global creative agency dedicated exclusively to business-to-business (B2B) marketing.

Following this acquisition, Dentsu Aegis’ existing B2B agency Interprise, which launched earlier this year, will be integrated into gyro, firmly positioning Dentsu Aegis as the global leader in B2B. With this complementary and powerful combination of creative excellence, media expertise, data and analytics as well as vast experience with emerging platforms, the combined gyro entity is now the largest in the world to specifically focus on the growing B2B marketing sector.

gyro will remain headquartered in the US, the world’s largest B2B market, with an expanded global footprint across the US, UK, Singapore, Hong Kong, Australia, Germany, France, Spain, and the UAE.

Launched in 2010, gyro’s mission to create ideas that are humanly relevant has truly resonated with top B2B clients as well as with award-winning talent. Led by global CEO and 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 capabilities, which will now be combined with gyro, include B2B media planning and buying, creative services, search, data, programmatic, events, content, and business traveler-focused out of home. Becker will retain the title of Global CEO and CCO for the new combined gyro, while Giddings will become Global Network President, responsible for client relationships and business development for the combined agency.

Becker said, "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.”

Commenting on the acquisition, Dentsu Aegis Network UK & Ireland CEO, Tracy De Groose, said, “Digital and technology are disrupting the B2B market in the same way they have disrupted B2C. Increasingly, our B2B clients are looking to us to help them connect with their customers and define the customer experience in today’s digital economy. The newly combined gyro isn’t just about merging two agencies, it’s about bringing together all our B2B capabilities into one unrivalled full-service offering.”

Giddings added: “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 Network will deliver exactly that.”

Financial terms of the transaction were not disclosed.

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