NEWS10 October 2018

Dentsu Aegis buys B2B International

B2B M&A News North America UK

US/UK – Global advertising network Dentsu Aegis has acquired B2B market research specialist B2B International for an undisclosed amount.


B2B International will join Dentsu Aegis’ full-service global creative B2B agency, gyro.

The company said the addition of B2B International adds to gyro’s “offering to create ideas that are humanly-relevant for its global roster of clients” – these include HP, Vodafone, Danone, eBay and Google.

B2B International’s headquarters are in the UK with offices across Europe, the US and Asia-Pacific. Gyro was launched in 1981 and Dentsu Aegis bought it in 2016. It has 17 offices worldwide with its headquarters in New York.

B2B International will remain headquartered in the UK, with offices in London and Manchester, and operate under the brand, B2B International – a gyro company.

Christoph Becker, global CEO & CCO, gyro, said: "By joining forces with B2B International we will accelerate gyro’s goal to lead the reinvention of B2B marketing."

Julia Cupman (pictured), president of research, North America, B2B International, added: "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. We believe that our combined businesses can achieve just that and deliver a broader B2B offering, driven by insights and intelligence."