Ex-Dentsu leaders Form Grove B2B, Challenging status quo

Three seasoned marketing professionals, formerly holding leadership positions at Dentsu, have announced the formation of Grove B2B, a new marketing-as-a-service agency designed to provide bespoke and adaptable partnerships for B2B clients. Kiaran Geen, former president of Dentsu B2B APAC, Samantha Cunliffe, former managing director of Dentsu B2B AU, and Jake Hird, former VP Strategy Dentsu B2B APAC, have joined forces to address what they perceive as fundamental flaws in the current agency-client relationship.

Geen, now CEO of Grove B2B, expressed his belief that the traditional holding group model, after decades of dominance, requires a significant overhaul. "Today's businesses demand more than standardized approaches," Geen stated. "They need marketing solutions that are deeply integrated with their customer needs and directly contribute to revenue growth."

The new agency aims to offer flexible service models, accommodating clients who are fully in-house, undergoing transitions, or seeking complete end-to-end marketing management. This approach reflects a departure from the one-size-fits-all strategies often associated with larger agency networks.

Samantha Cunliffe, Grove B2B's Chief Client Officer, highlighted the increasing pressure on B2B marketers to demonstrate tangible results. "Simply generating leads and achieving low cost-per-clicks is no longer sufficient," Cunliffe explained. "Marketing must become a strategic driver of business growth, not just a supporting function."

Jake Hird, Chief Strategy Officer, emphasized the evolving expectations of B2B customers as a key driver behind the agency's formation. "The landscape of B2B marketing is changing rapidly," Hird noted. "Factors such as shifts in personal and professional behaviors are causing many marketing efforts to fall short. While customer-centricity is widely acknowledged, genuine investment in research and strategic planning is often lacking. Building brand trust and leveraging deep customer insights are now essential for success."

Grove B2B positions itself as a solution for businesses seeking more agile, customer-focused, and results-driven marketing partnerships. The agency's founders are betting that their combined experience and fresh perspective will resonate with clients seeking a more effective approach to B2B marketing.