Grove B2B, a new agency targeting the business-to-business sector, has been launched in the Asia-Pacific region by former Dentsu B2B leaders Kiaran Geen, Samantha Cunliffe, and Jake Hird. The agency aims to offer advisory-to-activation solutions with a focus on achieving real business impact, rather than adhering to generic marketing benchmarks.

The founders of Grove B2B bring over 50 years of combined experience in B2B marketing, having worked with global, regional, and local brands. Their expertise spans complex enterprise environments, challenger businesses, and high-growth startups, with the agency looking to challenge conventional marketing briefs and replace standard campaign execution with strategies that drive growth and revenue.

Geen, who is CEO of Grove B2B, has over 25 years of experience and previously served as President of Dentsu B2B APAC.

"The current agency-client model is broken. Businesses need more than templated frameworks, generic benchmarks and mediocre cookie-cutter activation plans —they need marketing solutions that truly align to their customers and help marketers grow revenue for their organisations," said Geen.

Cunliffe will be the agency's chief client officer, bringing over 15 years of experience and was formerly Managing Director of Dentsu B2B AU. She said: "B2B marketers are under more pressure than ever to prove impact, and that success is achieved through more than just generating leads and efficient cost-per-clicks. Marketing should do more than just support the business, it should drive it."

Hird holds the role of chief strategy officer, also with over 15 years of experience, was previously VP Strategy at Dentsu B2B APAC. He said: "Part of this pressure comes from changing customer expectations. It’s no secret that a number of factors, including shifts in both personal and professional behaviours, are contributing to a lot of B2B marketing efforts falling short... Most of the industry agrees that customer-centricity is important, but is often reluctant to invest in research, understand the real drivers behind decisions, and take the time to build strategies that meet their buyers where they are. Brand trust and insight drives marketing success, and guessing is no longer an option."

Grove B2B will offer a flexible engagement model, providing tailored partnerships for businesses at any stage of their marketing journey. The agency's core services will include customer and market insights, go-to-market design and activation, investment planning and impact, and training and development. The agency is based in the APAC region and aims to elevate B2B marketing to best-of-breed standards by blending strategic expertise with practical execution.