Pretzl Logic as Next 15 Consolidates B2B Firms

In London, Next 15 Group, the owner of data and insights business Savanta, is combining five of its established B2B agencies to form a new business called Pretzl, due for launch in February next year and employing around 300 people. The firm will be led by Clive Armitage, currently CEO of Agent3 Group.

Staff from Agent3 Group, Publitek, This Machine, Velocity and Twogether, and from across North America, Europe and APAC will join the new agency, which will aim to help B2B marketers in technology, manufacturing, professional and financial services empathize with customers at every stage of the buyer journey, assisted by a new proprietary AI-driven solution called JourneyLab.

JourneyLab combines AI and data-driven customer insights to help teams understand key audiences, map real buyer behavior, devise and deliver personalized experiences, and continuously optimize programs with actionable insights, according to the firm.

'Traditional marketing has hit a breaking point,' says Armitage, 'and our new approach is all about helping our clients meet their customers where they are, in the moments that matter most. Pretzl combines the speed and scale of AI, the objectivity of data, and most importantly the human touch and expertise from a deep bench of B2B specialists, to help brands get closer to their customers.'

Web site: www.pretzl.com .