What's Happening?
Next 15 Group, a London-based company, has announced the integration of five of its agencies into a new B2B business entity named Pretzl. This merger includes Agent3 Group, Publitek, This Machine, Velocity,
and Twogether, collectively employing around 300 staff across North America, Europe, and Asia-Pacific. Pretzl is set to officially launch in February 2026 and aims to revolutionize B2B marketing by focusing on customer science, personalization, and adapting to evolving buyer needs. A key feature of Pretzl is the AI platform JourneyLab, designed to help marketers understand audience behaviors, create personalized experiences, and optimize marketing programs. Sam Knights, CEO of Next 15, expressed confidence in Pretzl's potential to enhance the B2B buyer experience and drive commercial success.
Why It's Important?
The formation of Pretzl signifies a strategic move by Next 15 Group to consolidate its resources and expertise in the B2B marketing sector. By leveraging advanced technologies like AI, Pretzl aims to provide more tailored and effective marketing solutions, which could set a new standard in the industry. This development is particularly significant for businesses seeking to improve customer engagement and drive sales through more personalized marketing strategies. The integration of these agencies under Pretzl could lead to more cohesive and innovative marketing approaches, benefiting clients across various regions. The focus on customer science and personalization reflects a broader industry trend towards data-driven marketing solutions.
What's Next?
As Pretzl prepares for its official launch in February 2026, the company will likely focus on refining its AI-driven tools and strategies to ensure a successful market entry. Stakeholders, including clients and industry partners, may anticipate enhanced marketing capabilities and improved customer insights. The success of Pretzl could prompt other marketing firms to adopt similar consolidation strategies, potentially reshaping the competitive landscape of the B2B marketing industry. Additionally, Pretzl's approach may influence broader marketing practices, encouraging a shift towards more personalized and data-centric marketing solutions.
