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Dentsu acquires B2B agency Gyro | B2B Marketing

Dentsu Aegis Network

announced that it has acquired B2B powerhouse agency


. Financial terms of the deal were not disclosed.

Gyro will remain headquartered in the United States, with an expanded global footprint across the UK, France, Germany, Spain, Australia, Hong Kong, Singapore and the United Arab Emirates. The B2B agency, which was founded in 1999, has been majority-owned by an affiliate of Pegasus Capital Advisors since January 2008.

With its acquisition, Dentsu aims to grab a bigger slice of the B2B ad market, which research firm Outsell


this year to increase 5% in the U.S. market, reaching $154 billion. Earlier this year, the company launched B2B media agency Interprise, which will now be folded into Gyro. Interprise services, including media planning and buying, as well as programmatic, will enable Gyro to expand the capabilities it provides to its B2B clients.

“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,” said Rob Horler, CEO of Dentsu Aegis Network U.S., in a statement.

Christoph Becker, who currently is CEO and chief creative officer of Gyro, is keeping his titles, while Stuart Giddings, global president of Interprise, is being tapped as global network president of Gyro.

“Together, 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,” Becker said. “Teamed with Dentsu Aegis, Gyro will offer even more value to our great client partners.”

However Gary Slack, CEO of rival agency Slack and Co., pointed out that Gyro and its clients may also face some new challenges.

“How much fun to be gobbled up by and get lost inside a conglomerate that made 35 acquisitions in 2015 and maybe will do as many or more in 2016,” he said. “Suddenly, with the typical 7.5% to 15% holding-company tithe they will start paying Dentsu, doing business with Gyro is going to get a lot more expensive.”

Nevertheless, Tom Stein, chairman and chief client officer of B2B agency Stein IAS, another competitor, said the deal is indicative of the maturity and growth of the business marketing space.

“We’re thrilled for our friends at Gyro and congratulate them on a significant accomplishment,” he said. “This is a good development for our industry as it progresses, matures and grows ever-more sophisticated and even more significant to the success of companies, whether they are pure B2B or a combination of B2B and B2C. The fact that Dentsu recognizes the importance of B2B marketing augers well for the entire industry.”

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