New UK B2B Agency to Focus on ABM

London has a new b2b marketing agency, Transmission, led by former head of digital agency Mediarun, Alex Wares. The firm will adopt 'a highly scientific and analytical approach to help identify and target new opportunities' using Account-Based Marketing (ABM).

Transmission will work across 'all' b2b sectors to deliver integrated campaigns and ABM programmes - which identify potential clients' propensity to buy, helping clients understand decision-making units in target customers and deliver bespoke cross-channel campaigns. To do this, it will bring together fully integrated planning, creative, content and activation teams under one roof.

Wares (pictured) was MD of Mediarun from 2006 until its sale to The Big Group in 2014, and stayed on at the latter for 20 months as Business Director before taking 15 months off to travel. Since then he has worked at media and content marketing agency Pulse Comms, on whose expertise the new firm will draw. Wares says Transmission uses 'specific audience analysis, taking into consideration: who they are, what they do, how they act, and how they like to consume content in which channels. To maximise the impact of any campaign you must understand the essence of the audience and create tailored campaigns fit for purpose'.

Web site: www.transmissionagency.com .