Next 15 said that Pretzl, which will come fully onto market in February 2026, will bring together Agent3 Group, Publitek, This Machine, Velocity and Twogether, with the agencies having around 300 staff across North America, Europe and Asia-Pacific.

Pretzl aims to help B2B marketers understand customers across the buyer journey, focusing on customer science, personalisation and adapting to changing buyer requirements.

Among the new features at Pretzl include AI platform JourneyLab, which will help users understand key audiences, map buyer behaviours, devise personalised experiences and optimise programmes.

Next 15 Group owns a portfolio of agencies across several disciplines, include market research firm Savanta, and is based in London.

Sam Knights, chief executive at Next 15, said: “I see true potential in Pretzl’s technology-and-people model to enhance the B2B buyer experience and drive better commercial outcomes. 

“It is exactly the type of solution that we want Next 15 to become famous for.”

Clive Armitage, chief executive at Pretzl, added: “Our new approach is all about helping our clients meet their customers where they are, in the moments that matter most.”