UNLIMITED Announces Launch of Unlimited B2B

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.

UNLIMITED today launches Unlimited B2B, bringing together human understanding, creative storytelling and content experience to mastermind more effective campaigns and programmes for B2B and tech brands, focused around helping B2B buyers to buy.

Unlimited B2B brings together the specialist strengths of agencies Nelson Bostock (integrated comms) and TMW Business (integrated marketing), delivering better quality content and connected stories for brands that improve conversion through every stage of the buying journey.

UNLIMITED B2B will offer content-at-scale in-sourcing for high-volume, quality content production, as well as full-funnel B2B activation including PR, brand storytelling, social and influencer, campaigns, ABM and CRM – the heartland capabilities of agencies Nelson Bostock and TMW Business.

Faye Hawkins will lead the Unlimited B2B team as managing director. Formerly chief revenue officer at UNLIMITED, Faye draws on over two decades’ experience agency-side and previously headed up TMW Business London.

With a 100-strong team, Unlimited B2B will focus on:

• Telling authentic brand stories across earned, owned and paid that create trust early on in the buying process
• Driving business performance through UNLIMITED’s Human Understanding Lab capability to better understand what motivates, to create ideas that inspire change
• Optimising the connection between the brand and its audiences through a lifecycle approach that aligns to how B2B buyers make business purchase decisions

Incoming managing director, Faye, commented: "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 fulfills on the promise of martech ROI.”

The division will be underpinned by UNLIMITED’s Human Understanding Lab, which draws on deeper human insights to drive conversion. Made up of 120 data scientists, behavioural scientists, researchers and neuroscientists, the Human Understanding Lab will bring enhanced capability into Unlimited B2B, super-charging strategy and content with real-time audience insights and behavioural science.

Tim Hassett, UNLIMITED group CEO, added: "We're doing really pioneering work already to optimise content experience and inspire action across every channel and touchpoint for our clients. We're now focused on augmenting our production at scale with insight and tech-enabled ways to deliver even greater performance and efficiency through content and activation."