Unlimited B2B will bring together integrated communications from Unlimited’s PR agency Nelson Bostock and marketing from TMW Business, which will remain as agencies in their own right.

The new division will centre on earned, owned and paid campaigns for B2B and technology companies, with a focus on ‘helping B2B buyers to buy’, according to the company.

The division will draw on audience insights and behavioural science from the Human Understanding Lab, which Unlimited formed in 2020 to bring together behavioural science expertise from across its agencies, including Walnut Unlimited and Realise Unlimited. The Human Understanding Lab comprises 120 data scientists, behavioural scientists, researchers and neuroscientists.

Faye Hawkins, formerly chief revenue officer at Unlimited, will lead the offer as managing director. She previously led TMW Business.

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.”

Tim Hassett, chief executive, Unlimited Group, added that the business is “We're now focused on augmenting our production at scale with insight and tech-enabled ways to deliver greater performance and efficiency through content and activation.”

Pictured L to R: Caroline Coventry, managing partner, Nelson Bostock; Lucy Watson, strategy director, Unlimited B2B; Faye Hawkins, managing director, Unlimited B2B; Michael Wells, client services director, Unlimited B2B; Lidiya Pogoryelova, finance director, Unlimited B2B