Before joining Basis, Wilcock (pictured) was managing director for Europe at B2B International, where he spent 16 years.

Basis B2B was launched last year by Tom Percival, who joined the company from B2B International in June 2025.

Percival said: “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.”