B2B International MD Wilcock Joins Basis

In the UK, fast-growing agency Basis Global has hired former B2B International leader Conor Wilcock as Managing Director, B2B.

Basis was founded in 1990 and provides ad hoc and tracking solutions for clients across retail and a range of other sectors, from offices in Manchester, New York, Chicago and Los Angeles, in addition to its London HQ. the firm reported outstanding results for its full year 2024-25, with turnover up 27% to £37.7m and gross profit up 37%, and shortly afterwards launched its dedicated B2B division, led by Managing Partner Tom Percival who also joined from B2B International.

Wilcock (pictured) has worked at B2B International (now part of dentsu) since 2009, most recently as Managing Director in Europe, previously in sales and business development and earlier leading research programs for clients across Europe and North America. He now rejoins his former colleague Perceval, who comments: 'When we started the practice, the goal was simple. Do the fundamentals brilliantly: audience understanding, go to market strategy, brand and proposition development. But pair that with a more honest view of how buyers really behave, not just what they tell you in a survey. Conor's spent his career working at that level. It's a natural fit.'

Basis Group CEO Rune Mortensen adds: 'Senior leaders don't leave established agencies lightly. When people like Tom and Conor choose to build here, that's not a hire. That's a signal.'

Web site: www.basisglobal.co/practice/b2b .