By Greg Hazley
Next Fifteen Communications Group, which owns Text 100, M Booth & Associates and Bite Communciations, among other firms, has unveiled a new 30-staffer digital agency called Beyond its founders say will combine digital media, PR, creative and other disciplines.
Next Fifteen said the unit was created by the merger of its recent acquisition, Type3, and Context-Analytics, a research firm.
Beyond has offices in San Francisco and London with more than 30 staffers and a client roster of clients like Google, Genentech and Virgin America. A New York office is in the works, the company said.
David Hargreaves, who was general manger of North America for Bite, heads the new shop. He said many digital shops come from the advertising sector, where an expensive digital property is marketing with a big media spend, while Beyond is more focused on predicting the content people will likely engage with and reaching them there, whether through paid, owned or earning media.
Next Fifteen CEO Tim Dyson said Beyond has been created in the disciplines of influence and listening, whereas traditional digital shops emerged in an era where the web was a one-way publishing channel and marketing was a one-way street.
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