The acquisition means Dentsu’s B2B media agency Interprise will collapse into gyro, which will be headquartered in the US – the world’s largest B2B market. The agency will also have access to markets span the UK, Europe, Australia, Hong Kong, Singapore and the UAE.
Launched in 1999, with the Dubai office opening in 2007, gyro’s mission to create ideas that are humanly relevant has seen them work with clients such as Emaar, Jumeirah, Emirates NBD and Fed Ex among its clients.
Within the Dubai office, gyro is led by account director Siham Aba and creative director Charlotte Morand.
Gyro is led globally by CEO and CCO Christoph Becker, while the launch of Interprise earlier this year was led by Global President Stuart Giddings. Its services include B2B capabilities in media planning and buying, creative services, search, data, programmatic, events, content, and business traveler-focused out of home.
Becker will become Global CEO and CCO for the new combined gyro, while Giddings will become Global Network President, gyro, responsible for client relationships and business development for the combined network. Giddings will report to Becker.
“The B2B communications sector is relatively underdeveloped in the MENA region and we are looking forward to working with gyro to help businesses navigate the complex landscape and develop the right insights, strategies, approach and execution across every part of the customer journey. B2B is another piece of the puzzle within our overall offering, and gyro and Dentsu Aegis together will create an unparalleled solution for our clients around MENA. We have complete confidence that this new endeavour will create an unparalled B2B offering to service growing client demand. ” said Michael Nederlof, CEO, Dentsu Aegis Network MENA.
Last year Dentsu Aegis overtook Publicis to become the second-most- active acquisition player despite being only the world’s fifth-biggestad group.
Dentsu acquired 26 agencies in 2015 including the content publisher John Brown, a significant increase on its 16 purchases in 2014.