Dentsu Aegis Network today unveiled a new global agency called Interprise, designed to service the business-to-business ad-marketing sector with an estimated $200 billion in annual expenditures.
Some $80 billion of that total marketing spend is earmarked for ads.
The company said the agency would offer a range of services, including creative, media planning and buying, search, data, programmatic, events, content and business traveler-focused out-of-home.
The new agency will be led by marketing veteran Stuart Giddings as global president. He will report to Peter Huijboom, CEO media brands & global clients at Dentsu Aegis Network.
The firm has an existing B2B specialist, Carat Enterprise, which will be meshed with the new Interprise. The new shop will work with other Dentsu Aegis Network agencies to support new and existing brands with their B2B requirements.
Interprise will be headquartered in London with offices initially in New York, San Francisco, Singapore, Hong Kong and Sydney, although the plan is to expand into other major markets during 2016, the firm said.Commenting on the launch, Huijboom stated: “50% of the world’s top 100 global brands have significant B2B divisions and are increasing their investment. This needs to be matched with a similar commitment from the agencies that support them. It’s an area that requires genuine, vertical expertise and deep audience understanding on a global scale. Under the Interprise brand, we will build upon the significant B2B expertise within our network to deliver this unique offering.”