Dentsu Aegis Network looks to lure in more B2B business

Dentsu Aegis Network has launched Interprise, a full-service global agency specialising in business to business (B2B) solutions.

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 (pictured) as global president, a marketing practitioner with 25 years of experience. He will report into Peter Huijboom, CEO Media Brands & global clients, Dentsu Aegis Network.

In Asia Pacific, Interprise will be led by Kieran Vye, managing director.

Vye said: “The addition of Interprise will be a game-changer for the increasingly complex Asia market. With our long history, strategic expertise and deep vertical industry knowledge across Asia Pacific, we can now, as a network, demonstrate our innovative full service B2B capabilities."

Interprise in Asia Pacific will officially launch on 1 March 2016 with an event in Singapore, and will provide integrated B2B specialist services for clients across the region.

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.

“50% of the world’s top 100 global brands have significant B2B divisions and are increasing their investment,” said Peter Huijboom, CEO of Media Brands & Global Clients, Dentsu Aegis Network. “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.”