Dentsu acquires B2B International, now part of gyro

Dentsu Aegis Network yesterday announced the acquisition of B2B International, a specialist business-to-business (B2B) market research company. B2B International will become part of gyro, a global agency dedicated exclusively to B2B marketing. Dentsu didn’t disclose the financial terms of the acquisition.

B2B International is headquartered in the UK, with offices across Europe, the USA, and Asia-Pacific. According to Dentsu, B2B International provides market research solutions for its clients, which include 600 of the world’s largest blue-chip companies including Stanley Black & Decker, BASF, E.ON, and Shell. It has carried out more than 3,000 B2B market research projects across every continent and every industry vertical gaining powerful cross-industry experience.

Dentsu says the addition of B2B International enhances gyro’s offering to create ideas that are humanly-relevant for its clients, which includes HP, Vodafone, Danone, eBay, and Google. gyro, launched in 1981 and acquired by Dentsu Aegis Network in 2016, has 17 offices worldwide and is headquartered in New York.

“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.”

Julia Cupman, President of Research, North America, B2B International

B2B International, whose UK-based clients include Wolseley, Yodel, Celesio, and Kingspan, will remain headquartered in the UK, with offices in London and Manchester, and operate under the brand, B2B International – a gyro company.