Dentsu Aegis Network has acquired B2B specialist gyro, which claims to be the largest independent global creative agency dedicated exclusively to business-to-business marketing. The agency has been majority-owned by an affiliate of Pegasus Capital Advisors, L.P. since January 2008 and terms weren’t disclosed.
Dentsu Aegis’ existing B2B media agency, Interprise, which was launched earlier this year, will be integrated into gyro. According to Dentsu Aegis, the combined gyro entity is the largest B2B shop in the industry.
Post-acquisition, gyro will remain headquartered in the U.S., with an expanded global footprint across the U.S., UK, France, Germany, Spain, Australia, Hong Kong, Singapore and the UAE.
Launched in 1999, is led by global CEO and CCO Christoph Becker, and was recently named Advertising Age’s 2016 B2B Agency of the Year. It is also the Business Marketing Association’s 2016, 2015 and 2014 Global B2B Agency of the Year.
Becker will become Global CEO and CCO for the new combined gyro, while Stuart Giddings, who led the launch of Interprise will become Global Network President, gyro, responsible for client relationships and business development for the combined network. Giddings will report to Becker.
“The B2B sector is undergoing the same fundamental disruption to established rules and ways of working as the consumer landscape,” stated Rob Horler, CEO Dentsu Aegis Network U.S. “B2B marketers are increasingly looking to like-minded partners to help them navigate this landscape and develop the right insights, strategies, approach and execution across every part of the customer journey. As such, B2B is a critical piece of our overall offering, and the combination of gyro and Interprise will create an unparalleled solution for our clients both in the U.S. and around the world.”