The news on Monday that Gravity Global is acquiring the rest of 9th Wonder threw a magnifying glass on the growing trend of B2B agencies stretching far past historical business goals and media destinations.
Thanks to a combination of digital transformation breaking down silos that separated business from personal and a pandemic-induced blurring of lines between work and the rest of life — adding in a sprinkle of business need brought on by supply chain shortages too — and it’s clear B2B agency is no longer just business as usual. B2B efforts now often spill into out-of-home spectaculars in Times …





