Gyro, the business to business agency founded 25 years ago by Gary Brine, has finally sold to a major marketing services group after signing a deal with Dentsu Aegis Network to create what is claimed to be the largest B2B agency in the world.
Brine set up the business in 1991, with Hewlett-Packard as its founding client – a brand it still works for today – and oversaw Gyro’s international expansion strategy. He left the business in 2008 to ‘try something different’, shortly after it secured a $120m (£50m) cash injection. However, he remained a shareholder in the company.
On the insistence of its new backers it was then merged with US firm, GSR to become GyroGSR, although there were few synergies between the two and it reverted to Gyro in 2012. It operates out 15 countries across the world with offices in London, Paris, New York, Amsterdam, Dubai, Singapore and San Francisco, among others.
The figure agreed has not been disclosed but the acquisition sees Dentsu B2B media agency Interprise fold into Gyro, which will have its HQ in the US. In addition to its existing offices, it will also now operate out of Australia, Hong Kong, and the UAE.
Gyro chief executive and chief operating officer Christoph Becker (pictured, right) will also take on global responsibilities, while Stuart Giddings (left), the global network president of Interprise, becomes global network president for Gyro and will oversee client and business development for the whole network. Giddings will report to Becker.
Its combined client list includes Ball Corp, Honda Aircraft Co, Vodafone, Google, HP and Visa.
Becker said: “With Dentsu Aegis acquiring Gyro, a major global strategic vision is coming together. Together, we are in the perfect position to lead and accelerate the much-needed reinvention of the B2B space through the total integration of creative, media and technological power. Teamed with Dentsu Aegis, Gyro will offer even more value to our great client partners and bring bigger wings to achieve their goals and dreams.
“This is an iconic moment for our clients and all our great talent around the world. It will represent a before and after in the innovation journey to refresh, once and for all, the B2B space on the global stage. Together, Dentsu Aegis and Gyro will reinvent the way we see, consume and feel advertising in the business-to-people space.”
Dentsu Aegis Network UK & Ireland chief executive Tracy De Groose added: “Digital and technology are disrupting the B2B market in the same way they have disrupted B2C. Increasingly, our B2B clients are looking to us to help them connect with their customers and define the customer experience in today’s digital economy. The newly combined gyro isn’t just about merging two agencies, it’s about bringing together all our B2B capabilities into one unrivalled full-service offering.”
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