Dentsu Aegis Launches an Agency Focused on the Growing B2B Sector

Interprise part of network's aggressive expansion

Dentsu Aegis Network continues making strides to expand its footprint on the global stage.

Today, the company launched Interprise, an agency focused on the rapidly expanding business-to-business sector. Based in London, Interprise operations will initially include B2B staff from Dentsu's Carat Enterprise network, along with affiliated resources as needed. Carat Enterprise chief Stuart Giddings becomes global president of the new venture, which also has offices in New York, San Francisco, Singapore, Hong Kong and Sydney. The brand plans to open in other markets by the end of the year.

Interprise offers services ranging from creative and media planning and buying to search, data, programmatic and live events. Its clients include AIG, Workday, Dentons and Fujitsu.

Giddings said globalization and convergence in the business-to-business space, which boasts an annual marketing outlay of $200 billion, "drives the necessity for a new agency model." Today's clients are no longer satisfied with traditional approaches, he said. Instead, they require "genuine understanding of the diverse audiences and complex buying processes in B2B," along with the broad digital capabilities and worldwide reach an agency network can provide.

Dentsu Aegis CEO of media brands and global clients Peter Huijboom, to whom Giddings reports, said that since "50 percent of the world's top 100 global brands have significant B2B divisions and are increasing their investment," it makes sense to focus on that area for growth.

The move is part of Dentsu's ongoing efforts to expand, which have seen the Japan-based advertising and communications company make several acquisitions since the beginning of the year. So far, it has agreed to buy creative agency Achtung in the Netherlands, sports marketing specialist Alesport Group in Spain, data marketing firm Navegg in Brazil and full-service shop Grip in Canada.

Research analysts at Natixis in Paris last month said Dentsu would make a logical suitor for Publicis Groupe should the increasingly troubled French holding company put itself up for sale. 

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.
Publish date: February 23, 2016 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT