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Dentsu Aegis Acquires B2B Agency Gyro

Dentsu Aegis Network, a global agency network, announced it has acquired B2B marketing agency gyro for an undisclosed sum. Dentsu Aegis will combine gyro with its existing B2B media agency Interprise to form what it calls a global B2B network.

Dentsu Aegis said the combination of gyro and Interprise will offer a variety of B2B services, including media planning and buying, creative services, search, data, programmatic, events and content. “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,” said Rob Horler, CEO of Dentsu Aegis Network, USA, in a statement.

Founded in 1999, gyro is known for providing business strategies that are “humanly relevant.” The company will remain headquartered in the U.S., with an expanded footprint across the U.S., U.K., France, Germany, Spain, Australia, Hong Kong, Singapore and the UAE.

Prior to the acquisition, gyro was led by Global CEO and CCO Christoph Becker, who will take on the same role for the newly combined network. Interprise was led by Global President Stuart Giddings; he becomes Global Network President. Giddings will report to Becker and be responsible for client relationships and business development.

“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,” said Becker, in a statement.

Giddings added, “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.”