Dentsu Aegis Network has acquired gyro, an independent global creative agency dedicated exclusively to business-to-business (B2B) marketing.
Following this acquisition, Dentsu Aegis Middle East and North Africa (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.
It would include B2B capabilities in media planning and buying, creative services, search, data, programmatic, events, content, and business traveler-focused out of home. gyro 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.
The Dubai office has extensive experience with brands such as EMAAR, Jumeirah, Emirates NBD and Fed Ex. “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. ” said Michael Nederlof, CEO, Dentsu Aegis Network MENA.
Christoph Becker will become Global CEO and CCO for the new combined gyro, while Stuart Giddings will become Global Network President of gyro, responsible for client relationships and business development for the combined network. Mr Giddings will report to Mr Becker.
“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,” said Mr Becker.
“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,” added Mr Giddings.
