The rapidly expanding business-to-business sector has found prominence in the Dentsu Aegis Network’s 2016 growth plans. The Network has set up Interprise to focussedly offer services to B2B players.
At present, the new brand will be based in London and its operations will initially include B2B staff from Dentsu’s Carat Enterprise network, along with affiliated resources as needed. Stuart Giddings, Carat Enterprise Chief will spearhead the new venture as its Global President.
Interprise will begin with offices in New York, San Francisco, Singapore, Hong Kong and Sydney. It is expected to open in other markets, including MENA, by the end of the year.
The launch of Interprise was an important move for Dentsu as 50 percent of the world’s top brands have significantly invested in their B2B divisions and are continuously increasing their investment.
“We recognize that today’s requirements go beyond the traditional B2B agency approach and must combine genuine understanding of the diverse audiences and complex buying processes in B2B with the global footprint and digital capabilities of a major network. The importance of this sector, and the USD 80 billion invested in advertising spend alone, drives the necessity for a new agency model,” said Mr Giddings.
Interprise will offer B2B capability in creative services, media planning and buying, search, data, programmatic, events, content, and business traveler-focused out of home.
