Dive Brief:
- Dentsu Aegis Network has launched Interprise, a full-service global agency specializing in B2B marketing.
- Interprise will be headquartered in London with offices in New York, San Francisco, Singapore, Hong Kong and Sydney.
- According to Dentsu, the B2B marketplace is $200 billion and “accelerating at speed.”
Dive Insight:
Dentsu Aegis' new marketing agency has its eye firmly on the growing B2B sector.
Peter Huijboom, CEO of media brands & global clients at Dentsu Aegis Network, said half of the world’s top 100 global brands have significant B2B divisions and are increasing that investment.
But B2B marketing doesn't come without its challenges. A new Gallup report, "Guide to Customer Centricity," found 71% of B2B customers are "ready and willing to take their business elsewhere."
“Globalization and convergence has changed business to business marketing fundamentally. The importance of this sector and the U.S. $80 billion invested in advertising spend alone drives the necessity for a new agency model,” Stuart Giddings, Interprise Global President, said in a statement announcing the launch of the new agency. “We recognize that today’s requirements go beyond the traditional B2B agency approach and combine genuine understanding of the diverse audiences and complex buying processes in B2B with the global footprint and digital capabilities of a major network.”
Interprise is expected to offer B2B clients a full range of marketing services, including creative, media planning and buying, search, data, programmatic, events and content. The new agency will work with other Dentsu divisions for B2B support, and the existing B2B specialist team across the Carat Enterprise network will be folded into Interprise.
