SAN FRANCISCO: Next Fifteen Communications Group is launching a PR digital consultancy, called Beyond, following the recent acquisition of a separate agency.
About a week ago Next Fifteen purchased Type3, a 20-person digital design and strategy agency with offices in San Francisco and New York. Type3 will be merged with Next Fifteen's research and analytics consulting firm Context-Analytics, which together form a 30-employee agency.
Beyond comes in response to the massive interest, but rapidly evolving, internet and digital PR landscape. The agency's goal is to support brands by blending paid, owned, and earned digital media with technology and ongoing analytics, or what the company calls “conversation analytics," into one standalone agency.
“Most of the PR agencies that are tackling digital are looking only at the social media piece of it,” said Next Fifteen CEO Tim Dyson.
Terms of the purchase weren't disclosed.
Beyond has been in the works for nearly a year. Last November Next Fifteen unveiled a PR digital analytics consultancy temporarily codenamed Project Metal, headed by David Hargreaves, then North America GM for Next Fifteen's Bite Communications.
The acquisition of Type3 combines a digital content building business with the PR media analysis expertise of Context-Analytics. Many agencies do not have all of these abilities in one shop, said Dyson. “The product we offer will resemble the paid end,” he added.
Hargreaves has been named CEO of Beyond.
“The days of web strategy are gone,” said Hargreaves. “It is about creating a content strategy grounded in what people want to talk about and then making sure that content is available anywhere, on any platform.”
Within weeks a Beyond New York office will be open to complement the San Francisco headquarters and London office. “Ultimately we want this to be a true global business,” said Dyson.
Between Type3 and Context-Analytics, Beyond instantly has a client list that includes Google, Genentech, Hilton Group and Virgin America. The agency will also consult for Next Fifteen agency clients.