Pretzl launches AI-powered platform JourneyLab to help brands better understand and navigate the increasingly complex B2B buyer’s journey
LONDON, 23 October 2025 /PRNewswire/ — Today, five long-standing B2B agencies within the Next 15 Group announce that they will merge to form a new company: Pretzl. The new B2B marketing company Pretzl will fully launch in February 2026 and will bring together approximately 300 employees from Agent3 Group, Publitek, This Machine, Velocity and Twogether in the North America, Europe and APAC regions under one roof. Pretzl will help B2B marketers better empathize with customers at every stage of the buyer’s journey. To achieve this, Pretzl uses a “people-plus-technology” offering that includes a combination of the award-winning talent of previous brands and a new AI-powered solution called JourneyLab.
The dynamics of B2B buyers have changed irrevocably: the outdated funnel approach is no longer representative of complex buying environments, and linear, one-size-fits-all campaign approaches are no longer effective. Pretzl aims to address this change with an approach focused on customer research, personalization at scale and rapid response to changing customer needs. At the heart of the Pretzl offering is JourneyLab, a new, proprietary AI platform that enables insight, structure, transparency and measurable progress at every stage of the buyer’s journey.
Powered by artificial intelligence and data-driven customer insights, JourneyLab enables teams to understand key audiences, map real buyer behavior, develop and deliver personalized experiences, and continually optimize programs with actionable insights.
“Our new approach aims to help our customers meet their customers where they are – in the moments that matter most,” says Clive Armitage, CEO of Pretzl and current CEO of Agent3 Group. “Pretzl combines the speed and reach of AI, the objectivity of data and, above all, the human touch and expertise of B2B specialists to help brands get closer to their customers.”
Pretzl will continue to focus on technology, manufacturing, professional services and financial services customers and provide them with a comprehensive marketing offering:
- Media & Activation: ABM, demand generation, media planning and buying, audience data
- Creative & Experiences: Content development, creativity from conception to production, digital experiences
- Comms & Communities: Public relations, social media, community and influencer marketing, SEO/GEO
- Technology Optimization: Introduction of AI, modernization of the technology stack, MarTech deployment
“I see real potential in Pretzl’s technology and people model to improve the B2B buyer experience and drive better business outcomes,” says Sam Knights, CEO of Next 15. “It’s an exciting development at the forefront of the B2B industry, evolving with the power of data, technology and AI. This is exactly the type of solution we make Next 15 famous for want.”
INFORMATION ABOUT PRETZL
Pretzl is a B2B marketing company that helps companies reach customers more effectively at every stage of the New Model Buyer Journey. The company brings together five sister brands of the Next 15 Group under its umbrella: Agent3 Group, Publitek, This Machine, Velocity and Twogether. With around 300 employees, the company serves customers in North America, Europe and APAC and offers technology solutions, the JourneyLab AI platform, demand and lead generation, communication, content and creativity and much more. For more information, see pretzl.com.
MEDIA CONTACTS
Pretzl: [email protected]
Next 15/MHP: [email protected]
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