Data company Intermedia Global has acquired B2B marketing agency Junction in a move designed to bring strategic, content, creative, and digital expertise to the combined business.
Launched in 2014 by former Cyance co-founder Steve Kemish, Junction counted British Airways, UKTV, Sophos and McGraw Hill among its client base.
IMG was set up in 2003 by Neil McCarthy, who had previously been managing director of Worldwide Media Group. He will become executive chairman of the business, while Kemish will be chief executive.
The move comes at a time of huge growth in the multi-billion pound business-to-business market, which looks set to buck the Covid cutbacks, According to Appetite Creative Solutions’ first B2B Marketing Survey two-thirds (65%) of B2B marketers plan to increase their digital marketing spend – as well as their use of different disciplines – in 2021.
Meanwhile, more than 8 in 10 (82%) marketers see B2B as a vital driving force for new business, with most (93%) considering or already activating digital ad campaigns.
The major networks have also been bolstering their books by snapping up B2B agencies. Earlier this year, Publicis Group bought Octopus, MSQ B2B brought MBA into its stable while last year Accenture bought Seattle based B2B proposition Yesler.
McCarthy said: “I’ve long admired Steve and the team at Junction and I’m delighted that they are now part of IMG. They offer services that complement and extend what we do now and they are the perfect fit for our clients’ needs. I look forward to working together with Steve to build the next chapter of IMG, delivering ‘beyond data, beyond marketing’ for world-class data and marketing services.”
Kemish added: “We are delighted to combine our services with IMG. Having partnered on several projects over the years, we know that our services are incredibly complementary. They share the same values as us and the whole team is looking forward to working as one.”
B2B marketers bullish over post-Covid digital growth
Publicis gets its tentacles on Octopus to net B2B catch
MSQ targets B2B bonanza with launch of global agency
Merkle and Gyro merge with Dentsu shops for B2B giant