Next 15 Group Business Model Canvas

Next 15's network comprises 70+ specialist agencies across PR, digital, CRM, content and research, each contributing domain expertise and long-standing client relationships. Shared services and playbooks drive integrated offerings and cost efficiencies. In 2024 the group reported c.£560m revenue, with diversified agency income reducing client concentration risk.

Strategists, creatives, technologists, analysts and PR specialists drive Next 15’s delivery, with more than 2,000 employees (2024) organised into cross-functional teams to support complex global programs. Ongoing training and industry certifications are funded centrally to keep skills current, supporting client retention and billable utilization. A culture of leadership development and employer branding underpins recruitment and retention across agencies.

One integrated partner delivering strategy, creative, PR, media, CRM and research eliminates vendor sprawl and coordination costs, with 2024 industry benchmarks showing consolidated teams can cut time-to-market by roughly 30%. Central governance improves consistency across touchpoints and brand metrics, supporting higher ROI per campaign. Faster unified decision-making accelerates go-to-market and reduces duplicated spend across channels.

Clear KPIs, real-time dashboards and A/B testing embed accountability across Next 15, aligning marketing activity directly to pipeline and revenue with deal-attribution. Optimization can lower CAC by up to 25% and improve LTV by as much as 40% in agency-led digital programs. Evidence-based reporting delivers >3x ROAS benchmarks to defend and allocate budgets against measurable impact.

Account directors at Next 15 orchestrate multi-agency delivery, coordinating creative, media and data teams to ensure integrated execution; as a listed LSE group (ticker NXT) in 2024 this central leadership supports corporate client scale. A single point of contact simplifies governance and reduces overlap, quarterly reviews align goals and resource allocation, and clear escalation paths ensure fast responsiveness.

Retainer-based strategic partnerships secure long-term agreements that cover ongoing programs, giving predictable fees that enable better financial planning and team continuity. Embedded Next 15 teams deepen institutional knowledge across client portfolios, while performance clauses—common in agency contracts—align incentives and link fees to outcomes, reinforcing sustained value creation for both parties.

BD teams target CMOs, CCOs and CROs at large brands, using relationship selling and referrals to secure initial meetings. ABM tactics support outreach—personalized campaigns and LinkedIn—2024 ITSMA data shows 84% of B2B marketers say ABM outperforms other approaches. Multi-stage pitches progress proof-of-value into retainer agreements, lifting average contract sizes and retention.

Reports, webinars and conference speaking build authority and, according to Demand Gen Report 2024, 67% of B2B buyers cite webinars as influential in vendor evaluation. Case studies showcase outcomes and drove a reported 18% higher close rate for studied campaigns in 2024. Hosted roundtables consistently generate qualified leads, with average conversion uplift of 12% year-on-year. Awards and PR increased visibility, contributing to double-digit brand reach growth in 2024.

Technology and SaaS enterprises—from B2B platforms to B2C apps—seek growth and category leadership, with 99% of enterprises using at least one SaaS app and the global SaaS market surpassing $200bn in 2024. Complex multi-stakeholder buyer journeys benefit from integrated PR, content and demand programs. Product launches need PR plus content firepower to drive adoption and shorten sales cycles. Global campaigns require scalable, multi-market execution and measurement.

Consumer and retail brands rely on omnichannel engagement and social storytelling, leveraging influencer work as the influencer marketing market reached about $24 billion in 2024; promotions and seasonal spikes demand agile production to handle peak flows. Brand building and performance marketing are combined to optimize ROI across channels, while loyalty and CRM—with loyalty members driving roughly 65% of repeat sales—sustain lifetime value.

Salaries, benefits and freelance costs are the largest cost lines, with labour representing roughly 60% of operating expenses in digital and marketing groups in 2024.

Competitive pay and incentives are essential to retain specialized skills—Next 15 benchmarks salaries against market bands and saw base pay inflation around mid-single digits in 2024.

Utilization management and ongoing training/certification costs (materially increasing in 2024) protect margins by improving billable hours and project efficiency.

Licences for MarTech, analytics, collaboration and creative tools form a core recurring cost for Next 15, with enterprise software licences often representing double-digit percent of agency operating costs. Cloud hosting and data storage scale with usage; global public cloud spending reached about $600bn in 2023, pushing variable platform bills. Security and compliance tooling are essential given client data risk, while active vendor management drives procurement savings and optimises spend.

Retainer fees—structured as monthly or quarterly payments for ongoing programmes—deliver predictable cash flow and team stability for Next 15 (LSE: NATE) as of 2024. They typically include SLAs and measurable performance metrics to align agency output with client KPIs. Multi-year retainer terms deepen client relationships and increase lifetime value. Retainers support scalable resource planning and reduced revenue volatility.

Project-based fees cover one-off campaigns, launches and builds billed as fixed-bid or time-and-materials, with scope-based milestones triggering invoices; these projects serve as low-friction trials that industry averages converted to retainers at ~25–35%, and supported Next 15’s FY2024 reported revenue of £391.8m, highlighting how project work fuels client upsell into retainer income.