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Ex-Dentsu APAC Executives Launch Grove B2B to Transform Marketing Strategies

Marketing and Advertising

Business Honor
20 March, 2025

New agency provides a new, customer-focused approach to B2B marketing and expansion.

Three veteran B2B marketers have introduced Grove B2B, a new agency created to reformat how businesses market themselves. Started by ex-Dentsu B2B APAC leaders Kiaran Geen, Samantha Cunliffe, and Jake Hird, Grove B2B combines more than 50 years of expertise to bring innovative thinking and customized marketing services.

Grove B2B seeks to shift away from the conventional agency-client model with its flexible, outcomes-focused approaches. Unlike traditional agencies, Grove B2B specializes in building tailored partnerships that assist businesses regardless of where they are in the process—whether completely in-housed, in flux, or requiring full end-to-end management. With this specialized strategy, companies obtain marketing solutions directly focused on their customer requirements and business objectives.

Under its strategy-first approach, Grove B2B offers services such as customer and market insights, go-to-market design and activation, investment planning, and development programs. These services are aimed at not just enhancing the marketing strategy but also driving measurable business results and revenue growth.

Kiaran Geen, CEO of Grove B2B, emphasizes the urgency for a transformation in the world of marketing when he says, "The traditional agency-client model is broken. Companies require more than templated blueprints and generic activation strategies. They need solutions that align with their customers and drive them to grow revenue."

Samantha Cunliffe, Chief Client Officer, highlighted how much pressure has fallen on the B2B marketers to deliver. "Marketing needn't only enable business – it needs to drive business," she noted.

Jake Hird, Chief Strategy Officer, identified the role of grasping evolving customer aspirations and investing heavily in in-depth research to form robust strategies. "Brand insight and trust enable marketing success," he stated. "Guesswork is no longer viable."

Grove B2B is set to make waves by delivering customer-centric marketing that fosters real growth.