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B2B Marketing Dentsu Group

Dentsu Aegis Network launches Interprise - a new global B2B agency

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By Laurie Fullerton, Freelance Writer

February 23, 2016 | 2 min read

As B2B marketers and global businesses continue to commit more and more resources to B2B capabilities, Dentsu Aegis Network announced today the launch of Interprise, a B2B agency that will support new and existing brands with their B2B requirements. Interprise, which will be led by Stuart Giddings, as Global President, and headquartered in London, will have offices in New York, San Francisco, Singapore, Hong Kong and Sydney.

"We recognize that today’s requirements go beyond the traditional B2B agency approach and must combine genuine understanding of the diverse audiences and complex buying processes in B2B with the global footprint and digital capabilities of a major network," said Giddings. "The importance of this sector and the US$80billion invested in advertising spend alone drives the necessity for a new agency model."

As B2B marketing expenditure is estimated to reach US$200bn globally, at least 50 per cent of the world's top 100 brands have significantly invested in their B2B divisions and are fast increasing their investment. Interprise will offer B2B capability in creative services, media planning and buying, search, data, programmatic, events, content, and business traveller-focused out of home. Giddings brings 25 years of solid experience to Interprise and he will report ito Peter Huijboom, CEO Media Brands & Global Clients, Dentsu Aegis Network.

“Under the Interprise brand we will build upon the significant B2B expertise within our network to deliver this unique offering," said Huijboom. "This needs to be matched with a similar commitment from the agencies that support them. It’s an area that requires genuine, vertical expertise and deep audience understanding on a global scale."

The existing specialist B2B teams within Carat Enterprise will be integrated within Interprise, and will work collaboratively with other Dentsu Aegis agencies to offer full-service capabilities in B2B.

B2B Marketing Dentsu Group

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