Programmatic Lunch

Dentsu Aegis Network acquires B2B International

Tim Maytom

B2B International, a leading business-to-business market research company, has been acquired by the Dentsu Aegis Network for an undisclosed amount. B2B International will become part of Gyro, Dentsu Aegis' full-service global agency dedicated to B2B marketing.

Headquartered in the UK with offices across Europe, the USA and APAC, B2B International provides bespoke market research solutions for a variety of global clients, including 600 of the world's largest blue-chip companies. It has carried out more than 3,000 B2B market research projects globally in every industry vertical, and boasts powerful cross-industry experience.

"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," said Nick Hague, founder and chairman of B2B International. "We believe that our combined businesses can achieve just that and deliver a broader B2B offering, driven by insights and intelligence."

The addition of B2B International further enhances Gyro's offering to create ideas that are relevant for its global roster of clients, which includes HP, Vodafone, eBay, Google and Danone. The agency, which launched in 1981, was acquired by Dentsu Aegis Network in 2016 and has 17 offices worldwide.

"We're really excited to be joining forces with B2B International - a company we have long admired - at a time when the business-to-business space is growing fast and becoming more sophisticated than ever," said Kate Howe, CEO of Gyro UK. "The combination of our highly complementary services will create an unrivalled end-to-end marketing powerhouse for B2B brands, delivering greater value to our clients and continuing our trend to innovate in the market."