Next 15 acquires Technical Associates Group and amalgamates with Publitek

B2B agency Technical Associates Group (TAG) has become part of Publitek Group, following its acquisition by Publitek’s parent company Next 15 Communications for £3.5 million.

TAG specialises in marcomms for B2B tech companies, similar to the focus of Publitek. Both brands deal with electronics, industrial, specialist IT customers, although Publitek has predominantly focused on electronics while TAG has a larger number of industrial clients.

Bob Jones, founder and chairman at Publitek, said the acquisition of TAG has given the company a wider global reach and broadened its expertise in the industrial engineering sector.

“The team brings valuable digital skills and experience, particularly in marketing automation,” he said. “TAG has a staff of 40 people, 10 of whom are based in Hamburg, complementing our recently-opened Munich office, The company’s Singapore office enhances our joint capabilities in Asia and TAG clients may now be served by Publitek North America.”

Sylvia Laws, MD of TAG, has also joined Publitek as chief operating officer. She described the move to Publitek as a win-win. “Now, without compromising on our brand purpose, we have a truly global presence, stronger influence in the tech, engineering and electronics sectors, and even greater insight across out key markets,” she said.

Publitek now has 120 clients across Asia, Europe and North America, as well as 80 staff in eight countries.

Technical Associates ranked number 15 in the B2B Marketing’s Top 70 UK marcomms agencies in the 2018 league table.

This is the latest B2B acquisition by Next 15, which snapped up both Velocity Partners and Circle Research in July 2017. Since then it has also acquired B2C digital agencies Elvis Communications and Brandwidth, as well as Charterhouse Research.

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