Unlimited agency group is gunning for a bigger slice of the multi-billion pound business-to-business marketing sector by launching a dedicated division, Unlimited B2B, which it claims will “connect human understanding, creative storytelling and content experience”.
Unlimited B2B brings together agencies Nelson Bostock (integrated communications) and TMW Business (integrated marketing), with a 100-strong team led by managing director Faye Hawkins (pictured, centre). Formerly chief revenue officer at Unlimited, Hawkins has over two decades’ experience agency-side and previously headed up TMW Business London.
The group insists the agency will offer “content-at-scale in-sourcing for high-volume, quality content production, as well as full-funnel B2B activation, including PR, brand storytelling, social and influencer, campaigns, ABM and CRM”.
The division will be underpinned by Unlimited’s Human Understanding Lab, which draws on deeper human insights to drive conversion. Made up of 120 data scientists, behavioural scientists, researchers and neuroscientists, it is claimed that the Human Understanding Lab will bring enhanced capability into Unlimited B2B, super-charging strategy and content with real-time audience insights and behavioural science.
Hawkins said: “B2B is such a vibrant part of our business, we’re excited about bringing our leading agencies together, to give clients something new – a way to bring brand storytelling and content all the way through the funnel to conversion and results.
“We recognise that authenticity and quality content is becoming ever more critical for B2B brands – especially as we enter the AI-generated era. Brands need to fuel their programmes with intelligent content that actually supports buyers in completing their mission, and fulfils on the promise of martech ROI.”
Unlimited group chief executive Tim Hassett said: “We’re doing really pioneering work already to optimise content experience and inspire action across every channel and touchpoint for our clients. We’re now focused on augmenting our production at scale with insight and tech-enabled ways to deliver even greater performance and efficiency through content and activation.”
The B2B agency market has come a long way in recent years, having for decades been seen as the grubby end of the industry.
In 2020, Dentsu combined five of its data-driven marketing agencies – Merkle, DWA, Gyro, B2B International and Digital Pi – to create a B2B “powerhouse” to serve clients’ needs under a single entity, while MSQ launched its major assault on the market with the launch of a dedicated agency MSQ B2B, housing nearly 800 staff across 12 global offices.
Last year, Havas Media Group unveiled its dedicated global unit, Havas Business, which it claimed is a ‘boardroom-ready’ marketing solution that unlocks meaningful value and growth for brands.
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