What's Happening?
Next 15 Group has announced the integration of five agencies into a new B2B business entity named Pretzl, set to launch in February 2026. The agencies involved in this merger are Agent3 Group, Publitek,
This Machine, Velocity, and Twogether, collectively employing around 300 staff across North America, Europe, and Asia-Pacific. Pretzl aims to enhance B2B marketing by focusing on customer science, personalization, and adapting to evolving buyer requirements. A key feature of Pretzl is the AI platform JourneyLab, designed to help users understand audiences, map buyer behaviors, and optimize personalized experiences. Sam Knights, CEO of Next 15, expressed confidence in Pretzl's technology-and-people model to improve B2B buyer experiences and drive commercial outcomes.
Why It's Important?
The formation of Pretzl by Next 15 Group signifies a strategic move to consolidate expertise and resources in the B2B marketing sector. By integrating multiple agencies, Next 15 aims to leverage collective strengths to offer enhanced services to clients, potentially setting a new standard in B2B marketing. The introduction of AI-driven tools like JourneyLab highlights the growing importance of technology in understanding and engaging with customers. This development could influence how businesses approach customer interactions, emphasizing personalized and data-driven strategies. Companies that adapt to these changes may gain competitive advantages, while those that do not may struggle to keep pace.
What's Next?
Pretzl is expected to officially launch in February 2026, with its AI platform JourneyLab playing a central role in its offerings. As Pretzl begins operations, it will likely focus on expanding its client base and demonstrating the effectiveness of its integrated approach. Stakeholders in the B2B marketing industry may closely monitor Pretzl's progress, assessing its impact on market dynamics and customer engagement strategies. The success of Pretzl could prompt other firms to consider similar integrations or technological enhancements to remain competitive.
Beyond the Headlines
The creation of Pretzl may have broader implications for the marketing industry, particularly in terms of how agencies structure their operations and utilize technology. The emphasis on personalization and customer science could lead to shifts in marketing strategies, prioritizing data-driven insights over traditional methods. Additionally, Pretzl's approach may influence industry standards, encouraging more agencies to adopt AI and other advanced technologies to better understand and serve their clients.
