The group has acquired Type3, a 20-strong digital agency with offices in the US and UK.
Type3 will be merged with Next Fifteen’s existing digital, research and analytic capabilities – currently codenamed Project Metal – to form a new digital media consultancy named Beyond.
Beyond will have over 30 staff and will open an office in New York within weeks to supplement its existing presence in London and San Francisco.
The digital offering will be led by David Hargreaves in the US and Nick Rappolt in EMEA, both of which already spearheaded Project Metal. Matt Iliffe, founder of Type3, has been named creative director.
The newly formed consultancy has a client base which includes Google, Genentech, Hilton Group and Virgin America.
Tim Dyson, CEO of Next Fifteen, commented: ‘Traditional digital agencies emerged in an era where the web was a one-way publishing channel and marketing was all about one-way communication. Beyond has been created from the ground up to create a digital consultancy grounded in the disciplines of influence and listening to maximize traffic to branded content.’
Hargreaves added: ‘We believe the very nature of digital communications campaigns has changed. Many digital agencies come from the advertising world and rely on building an expensive digital property and then investing in a large media spend to drive the audience to it. Beyond believes today's successful campaigns require an additional skill set and mindset from those of a traditional digital agency.’