Dentsu Aegis buys Singapore-based B2B agency Band

Band team

Ian Bickerton, John Irwin, Nick Waters, Kieran Vye and James Craik

Media agency Dentsu Aegis has acquired Singapore-based business-to-business agency Band.

The agency founded by Ian Bickerton in 2002 has 50 staff and an office in China as well as Singapore.

The announcement from Dentsu Aegis:

Dentsu Aegis Network today announces the acquisition of Band, a leading Business-to-Business (B2B) agency in Asia providing end-to-end marketing solutions, specialising in the Technology and Finance sectors. Band will expand Dentsu Aegis Network’s current capability in B2B marketing in the region, gaining a competitive advantage in a large and rapidly growing segment.

Band has over 50 staff in Singapore and Greater China servicing blue-chip multinational clients across Asia Pacific, the Middle East, and Africa. Band offers end-to-end B2B solutions for its clients which include demand generation, channel marketing sales enablement, digital and creative services.

Band was set up by Ian Bickerton in Singapore in 2002, and joined shortly afterwards by Kieran Vye and James Craik, with John Irwin opening Band’s Greater China operation in 2005.

Nick Waters, CEO Dentsu Aegis Network Asia Pacific said: “The digital economy has disrupted many industries and in order to survive companies are changing strategies.  We are seeing an increasing trend amongst many global brand owners to reduce consumer marketing efforts and switch into enterprise marketing.  This has emerged as a rapidly growing specialist field which is relatively under-supplied by the agency market place.  By bringing Band into the group we will offer our clients high quality expertise in the enterprise space, and connect the consumer and enterprise channels from strategy to execution across the region.”

Stuart Giddings, Global President Enterprise, Dentsu Aegis Network said: “This acquisition will enable us to develop a full-service B2B offering, providing enterprise clients with a one-stop agency solution. The acquisition of Band and the strength of the B2B talent within the business will drive further growth and open up new opportunities for the network in Asia Pacific and beyond.”

“B2B is one of the fastest growing areas of marketing, so we are delighted to join Dentsu Aegis Network to accelerate this development within the business,” said Ian Bickerton, Director and founder of Band.

“Integrating our end-to-end B2B offering with Dentsu Aegis’ best-in-class media capabilities uniquely positions Band at the forefront of B2B marketing globally. With the support of a strong and truly global group, coupled with our B2B strategic and creative capabilities, we are well-positioned to grow exponentially in the region.”

Band will be working closely with Dentsu Aegis Network’s current B2B capability to scale and replicate its offering into key markets across the region.


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