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B2B insights

The Marketing Practice Rebrands to Reflect B2B Offering

The Marketing Practice (TMP) launches a rebrand during a period of extensive global growth, including four acquisitions in the last 12 months.

Bringing multiple specialist marketing organisations together under one brand, TMP is now the second largest B2B agency globally, with the overarching objectives of creating the growth engine for B2B tech and to be the place to build a career in B2B marketing.

TMP is aiming to be a new breed of B2B agency. One that brings together the best in technology, data and creativity that can help tech businesses break out of silos and into new markets. The objective of TMP’s new branding is to be distinctive, playful and fun, with the aim of making people smile. The agency is also about to launch an OOH campaign which it believes is one of the biggest any B2B agency has done.

News of the rebrand follows hot on the heels of TMP’s latest acquisition, in the form of tech-enabled ABM and ABX leader Campaign Stars, its second US acquisition of the year, following the purchase of strategic marketing specialists 90octane in February. Media, data and audience insight specialist Kingpin and digital experiences consultancy Omobono were also both acquired by in 2021.

David Van Schaick, CMO, TMP, commented, “We’re here to connect marketing activity to commercial outcomes. To boost transparency and spell the end of disjointed experiences and limited accountability. Our goal is to transform the agency partnership so that it’s judged on impact and revenue growth.

“Through our growing portfolio, we have the technology that gives clients full control over results and the creativity to produce award-winning work. Ultimately, by forming deep and long-term partnerships with our clients, we’ll enable them to dream big and deliver very real results.”

Matt Harper, CEO, TMP, added “With all the skills required in one place, from brand to demand, from ABM to digital experiences, we can focus on outcomes, not just outputs. Investors want organic growth, bigger market share and more penetration for their spend. And everyone is looking at marketing to deliver this growth, accountable for revenue. We can make marketing the engine room for growth. Long gone are the days where marketing is seen as the colouring-in department. Our mission is to help tech brands seize this incredible opportunity, and this rebrand is representative of that.”

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