Dentsu Aegis Network Buys B2B International to Fold Into Gyro

Dentsu Aegis Network announced today the acquisition of B2B International, a business-to-business market research company that it will fold into gyro, the full-service B2B-dedicated global agency it purchased in 2016. Financial details were not disclosed.

B2B International is headquartered in the U.K. with offices spanning Europe, the U.S. and Asia-Pacific. The company has conducted more than 3,000 B2B market research projects across every continent and industry, and generates “bespoke market research solutions” for clients such as Stanley Black & Decker, BASF, E.ON and Shell, according to Dentsu.

Dentsu said the purchase, spearheaded by gyro U.K., will “further enhance” the agency’s ability to foster ideas “that are humanly-relevant” for its clients worldwide. Those clients include HP, Vodafone, Danone, eBay and Google. Gyro, founded in 1981, is based in New York with an additional 17 offices located around the world.

Christoph Becker, global CEO and CCO of gyro, said in a statement that the agency’s strategy is to “offer the most modern and full-service B2B solutions” to clients, blending creative, business acumen and “deep data resources.”

“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,” Becker added. “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.”

The acquired company will remain based in the U.S. and operate going forward as B2B International, a gyro company.

“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,” Julia Cupman, president of research, North America, B2B International, said in a statement. “We believe that our combined businesses can achieve just that and deliver a broader B2B offering, driven by insights and intelligence.”

Lindsay Rittenhouse

@kitten_mouse

Lindsay Rittenhouse is a staff writer at Adweek, where she specializes in covering the world of agencies and their clients.