The Publitek brand has always been synonymous with strategic communications for engineering companies in deeply technical fields, primarily electronics and industrial automation.
We’ve built a reputation as the global leader, previously bringing four specialist firms together under one brand and, in recent years, fully integrating our teams and service offerings globally, and building a culture we’re genuinely proud of.
Sounds good, doesn’t it? Well, it is but that doesn’t mean that we can become complacent and assume that we can carry on as normal and continue our success. You only have to spend a few minutes on LinkedIn (or any social media or news platform) to realise that marketing is evolving, fast, and agencies like ours need to continue to innovate, or risk becoming irrelevant.
It’s not just about AI, although it’s hard to argue against its impact, there’s also shifting customer behaviours and changing demographics of buyers of the technologies that our clients market and sell. It feels like everything is changing and we need to not just keep up with that change, but stay ahead of it so our clients can continue to trust our counsel to provide the best comms and marketing strategies and outcomes.
So what’s our news? We’ve been collaborating with the specialist B2B / technology agencies (Agent3 Group, Twogether and Velocity) within the Next 15 Group, our parent company, to create a new brand, called Pretzl.
Pretzl’s ambition is to completely reimagine what marketing can deliver for brands through the synthesis of people and technology. The traditional, linear marketing funnel no longer exists. Customer journeys are now more complex than ever, with each individual possessing their own needs, feelings, barriers and preferences when it comes to channel selection and content consumption. That’s why Pretzl is going to be hyper-focused on uncovering the previously hidden and untapped opportunity for our clients to target their customers and their journeys like never before, using deep audience insight to power a wide range of services that deliver measurable outcomes.
Pretzl gives us more heft – a bigger global reach, a range of services Publitek hasn’t been able to offer in the past at scale, and an AI-powered technology platform at the core, called JourneyLab, to map customer journeys and measure program success.
In the short term, Publitek will continue to operate as ‘a Pretzl company’, which will give us time to say our goodbyes to a much beloved brand. But, despite the name change, rest assured that all the good parts of Publitek will remain and become even better. We will retain and grow our expertise in engineering and deep tech sectors, bringing in more audience insight and offering new ways of reaching these highly-discerning customers.
You may not have been expecting this plot twist, but we have been working on this for a while, and we’re really excited about Publitek’s evolution. Pretzl represents an opportunity to innovate, scale up and, most importantly, support our clients in new ways with more measurable outcomes.
There’s so much more to say and show, but we will be providing more information over the coming weeks. In the meantime, you can find out more information about Pretzl here and if you would like to speak to me or any member of the team, please get in touch.
