Dentsu Aegis Network has acquired market researcher B2B International to become part of B2B agency gyro.
The business will still based in the US and be called B2B International, a gyro company. Dentsu purchased gyro in 2016.
B2B International, whose clients include blue-chip organisations Stanley Black & Decker, E.ON and Shell, will enhance gyro’s offering with “humanly-relevant ideas”. The acquisition was spearheaded by the agency, whose clients include HP, Vodafone, Danone, eBay and Google.
Nick Hague, founder and chairman, B2B International, said: “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. We believe that our combined businesses can achieve just that and deliver a broader B2B offering, driven by insights and intelligence.”
Dentsu expanded its B2B capability further in November 2017 with the acquisition of DWA.
The financial terms of the deal were not disclosed.
