We frequently say to our purchasers that the factor that made them well-known is the factor that’s going to carry them again. 

It occurs when a shopper is making an attempt to interrupt out of their class, or develop their provide, or they’ve merged with one other firm that reframes their model and they should reconcile their repute towards their future. 

Nicely now it’s time for a giant ladle of our personal drugs. And imagine it or not, I’m excited.

Velocity is altering

I’ve been within the room for lots of Big Moment of Change conversations. And it’s all the time fascinating who turns into protecting of the previous and who’s actively trying to run in a brand new route. As a marketer (and an outsider) it’s very straightforward to accuse the protecting ones of indulging in nostalgia and never dealing with the fact of the place a market is headed. 

Having been at Velocity for over a decade I’m wanting on the unimaginable market shifts we’ve confronted and proceed to face. And now it’s my flip to reconcile nostalgia with evolution. 

After I joined Velocity again in 2012 we had unimaginable market match in the course of the content material advertising and marketing goldrush. We solved the precise downside on the proper time, and helped lots of of entrepreneurs and types stand out just by making stuff with angle and mojo and craft.

However when Doug revealed ‘the biggest threat to content marketing is content marketing’ in 2013 (a 12 months into my tenure right here), I knew our market match had an expiry date.

Our trade is (with apologies to Cory Doctorow) seeing the consequences of self-imposed Encrapification. Our consumers have withdrawn. Advertising and marketing efficiency is flatlining. AI is disrupting every thing. And now, we have to resolve a brand new downside: WTF is a advertising and marketing company accomplice for in 2025?

I don’t suppose we will resolve that downside with higher companies alone. I believe we have to leverage tech higher and ensure it delivers outcomes for you, our purchasers, who’ve additionally woken as much as a brand new world. So right here’s our reply.

We’re beginning an organization referred to as Pretzl

Now we have been working with a number of of our Subsequent 15 associates who’re additionally trying to take a brand new route to fulfill the challenges of at present. 

So from subsequent 12 months we’re going to be part of Pretzl, a brilliant group of expertise and tech with a mission to redefine and reenergize B2B advertising and marketing.

For the previous few months, we’ve been constructing a brand new enterprise within the pockets of time we will discover between our day jobs. And whereas that is solely the primary iteration of the place we’re going to take this factor, I’m enormously happy with everybody (Velocity of us and our new colleagues) for getting Pretzl off the bottom. Have a look:

Take a look at Pretzl.com — a full-service advertising and marketing firm constructed to decode the messiness and complexity of actual B2B shopping for.

We’re taking the most effective elements of Velocity with us

There’s all the time a danger once you deliver corporations collectively that the particular, bizarre, quirky issues disappear in a bid to homogenize every thing towards a bland, company center. This isn’t a consolidation play or a bid to merge for the sake of it. 

If we have been going to throw within the towel on nice work with persona and mojo I’d throw within the towel and never be writing a publish about how good this transfer is for us (and, hopefully, for you). 

The subsequent period of Velocity continues to be constructed on stuff that made us well-known: inventive mojo, incisive technique and built-in efficiency plans. Nice folks doing nice work that may hopefully appeal to extra nice purchasers. 

However we’re going about it in a different way. We’re going to deal with advertising and marketing challenges with a course of that’s enhanced by new knowledge and generative tech. It ought to assist us do a number of issues: 

  1. Higher perceive audiences, at better scale, in much less time so we will extra rapidly get to creating cool stuff
  2. Create probably the most particularly partaking and useful model experiences throughout the entire buyer journey 
  3. Lastly, nicely and really, combine and join a number of advertising and marketing disciplines right into a system of techniques that feels clear and environment friendly for purchasers.

What comes subsequent

You’ll see much more from us on how Pretzl will ship worth over on our candy new web site. 

And you’ll drop me a message in order for you extra details about what this implies for you otherwise you simply need to ask some nosy questions. I’m good for it. Seriously: let’s talk.

Velocity thrived as a result of our purchasers have been the most effective and allow us to rent the most effective folks to do the most effective work.

Thanks for all of the superb briefs that led to superb work and much more superb relationships. We’ll see you within the subsequent section of our journey.


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