Marketing communications agency Dentsu Aegis Network has acquired business-to-business research provider B2B International for an undisclosed sum. B2B International will become part of gyro, the world’s first full-service global agency dedicated exclusively to B2B marketing.
Headquartered in the UK with offices across Europe, the USA and Asia-Pacific, B2B International provides bespoke market research solutions for its global clients, which include 600 of the world’s largest blue-chip companies including Stanley Black & Decker, BASF, E.ON and Shell. It has carried out more than 3,000 B2B market research projects across every continent and every industry vertical gaining powerful cross-industry experience.
The addition of B2B International further enhances gyro’s offering to create ideas that are humanly-relevant for its global roster of clients, which includes HP, Vodafone, Danone, eBay and Google. The agency, which launched in 1981 and was acquired by Dentsu Aegis Network in 2016, has 17 offices worldwide and is headquartered in New York.
Christoph Becker, CEO and CCO, gyro said: “gyro’s strategy is to offer the most modern and full service b2b solutions for our clients globally. Our existing, full service offering blends creative excellence and a unique understanding of how business decisions makers behave, with deep data resources focused on B2B. By joining forces with b2b international, the world’s leading provider of B2B market research, we will accelerate gyro’s goal to lead the reinvention of B2B marketing. I couldn’t be more happy to have this world class talent and new friends acting as one to deliver the most humanly relevant ideas and experiences”.
Nick Hague, Founder and Chairman, B2B International, said: “The rapid speed at which the marketing landscape is changing demands world-leading insight-led creative communications capable of helping B2B clients win in every industry sector. We believe that our combined businesses can achieve just that and deliver a broader B2B offering, driven by insights and intelligence.”
Stef Calcraft, Executive Chairman, Dentsu Aegis Network, UK & Ireland, added: “The union of gyro and B2B International will transform the B2B marketing landscape, creating the world’s largest marketing network offering specialist B2B insights and solutions for the world’s most iconic brands. I’m delighted to welcome the team at B2B International to Dentsu Aegis.”