MUMBAI: In a bid to cater to the business to business (B2B) market, which is accelerating at speed and commanding $200 billion in estimated marketing spend, Dentsu Aegis Network Ltd. has launched Interprise, a full-service global agency specialising in B2B solutions to address expanding marketing demand in this area.

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.

In addition to increasing client needs, the launch of the new agency was prompted by the increasing investment in their B2B divisions by more than 50 per cent of the world's top global market brands and their proactive marketing activities.

The establishment of the new agency will further strengthen the services already being provided by the Dentsu Group in the B2B domain, increase synergies with other Group companies, and expand its footprint.

Looking ahead, the existing specialist B2B media team across the Carat Enterprise network will be integrated within Interprise to support new and existing brands with their B2B requirements. With B2B capability in creative services, media planning and buying, search, data, programmatic, events, content and out-of-home advertising, Interprise will provide new solutions in all the major markets.

Interprise will be headed by Stuart Giddings as global president.