Dentsu Aegis announced the launch of Interprise, a full-service global agency specialising in business to business (B2B). The objective of the agency is \u00a0addressing the complex and diverse challenges associated with business audience engagement.<\/p>\n
Stuart Giddings,a marketing practitioner with 25 years solid experience, will serve as Global President of Interprise.
\nHe will report into Peter Huijboom, CEO Media Brands & Global Clients, Dentsu Aegis Network.<\/p>\n
Headquartered in London and with offices in New York, San Francisco, Singapore, Hong Kong and Sydney, Interprise will expand into other major markets during 2016.
\nThe agency aims to grab \u00a0the B2B market opportunity , valued at $200Bn in estimated marketing spend (combining PwC Outlook and Ad Age BtoB research).<\/p>\n
Interprise will work collaboratively with other Dentsu Aegis Network agencies to support new and existing brands with their B2B requirements. The existing specialist B2B media team across the Carat Enterprise network will be integrated within Interprise.
\nThe B2B agency is strong in creative services, media planning and buying, search, data, programmatic, events, content, and business traveller-focused out of homecapabilities.<\/p>\n
Stuart Giddings, Interprise Global President said: \u201cGlobalisation and convergence has changed business to business marketing fundamentally. The importance of this sector and the US$80billion [2]\u00a0invested in advertising spend alone drives the necessity for a new agency model. We recognise that today\u2019s 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.\u201d<\/p>\n
\u201c50% of the world\u2019s top 100 global brands have significant B2B divisions and are increasing their investment,\u201d commented Peter Huijboom CEO Media Brands & Global Clients, Dentsu Aegis Network. \u201cThis needs to be matched with a similar commitment from the agencies that support them. It\u2019s an area that requires genuine, vertical expertise and deep audience understanding on a global scale. Under the Interprise brand we will build upon the significant B2B expertise within our network to deliver this unique offering.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
Dentsu Aegis announced the launch of Interprise, a full-service global agency specialising in business to business (B2B). The objective of the agency is \u00a0addressing the complex and diverse challenges associated with business audience engagement. Stuart Giddings,a marketing practitioner with 25 years solid experience, will serve as Global President of Interprise. He will report into Peter …<\/p>\n