Dentsu Aegis Network has announced the launch of Interprise, a full-service global agency specialising in business to business (B2B) solutions, addressing the complex and diverse challenges associated with business audience engagement.
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. Interprise will be led by Stuart Giddings as global president, a marketing practitioner with 25 years solid experience, who will report into Peter Huijboom, CEO media brands and global clients, Dentsu Aegis Network.
With B2B capability in creative services, media planning and buying, search, data, programmatic, events, content, and business traveller-focused out of home, 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.
Stuart Giddings, Interprise global president said: “Globalisation and convergence has changed business to business marketing fundamentally. The importance of this sector and the US$80billion invested in advertising spend alone drives the necessity for a new agency model. We recognise 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.”
“Some 50 per cent of the world’s top 100 global brands have significant B2B divisions and are increasing their investment,” commented 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. Under the Interprise brand we will build upon the significant B2B expertise within our network to deliver this unique offering.”
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