MERGER MANIA: B2B agency acquisitions
A spate of recent acquisitions, topped by Ogilvy’s surprise move for DNX, shows B2B agencies are hot property. So what is driving this unprecedented interest in a sector that was previously dismissed as a dull niche?
DNX’s acquisition by Ogilvy & Mather, which broke last month, is the latest in a long line of takeovers of UK-based specialist B2B agencies – a trend that appears to be escalating as interest in the sector grows.
Agencies have always been the bellweather for the health, vitality and vibrancy of any aspect of marketing. For proof of this, look no further than the rapid decline (in terms of numbers and health) of agencies describing themselves as ‘direct’ (i.e. specialists in direct marketing) over the past few years, as spend has migrated to digital.