Dentsu acquires market research firm B2B International to bolster Gyro services

Market research firm B2B International, which has a significant presence in Asia Pacific, has been acquired by Dentsu Aegis for undisclosed sum as the network seeks to lead a “reinvention” of business-to-business marketing.

The deal will see B2B International rolled into Dentsu’s business-to-business marketing agency, Gyro.

UK-based B2B International, which was formed in 1988, has offices in Singapore, Shanghai and Beijing along with locations in Europe and the US. According to its website it has carried out 3,500 studies and, in 2017, conducted 180,000 interviews in 142 countries.

Gryo, which last week named a new strategy head for Asia Pacific, said the acquisition will broaden the spread of services for clients, many of which are shared by the two companies.

“Gyro’s strategy is to offer the most modern and full service B2B solutions for our clients globally,” global chief executive Christoph Becker said. “By joining forces with B2B International, the world’s leading provider of B2B market research, we will accelerate Gyro’s goal to lead the reinvention of B2B marketing.”

B2B International founder and chairman Nick Hague said the deal made sense for both companies in a changing market.

“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,” he said. “We believe that our combined businesses can achieve just that and deliver a broader B2B offering, driven by insights and intelligence.”

The business will operate under the brand B2B International – a gyro company.

Mumbrella has approached Dentsu over the implications for B2B’s Asia operations.


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