The deal, which closed in November, comes as Next 15 continues to restructure the agencies within its portfolio. Plans include retaining the Nectar brand with founders Tracy Sjogreen and Rachel Petersen at the helm, reporting to Outcast COO Elizabeth McNichols. Last year, the holding group unveiled Archetype as the combined entity for merged agencies Bite and Text 100.
Also last year, Nectar expanded to Austin while also maintaining its offices in San Francisco, New York and Seattle. The 38-person boutique launched a content practice and digital services, for a client base that includes Google, Levi’s, Stripe, Menlo Ventures, Plaid. Nectar also formerly worked with Salesforce but lost that business in 2017.
In a statement, Next 15 CEO Tim Dyson said: “Next 15 has been very focused on data and technology in the last few years but at our core we remain hugely invested in strategic communications. We’ve long admired Nectar and believe we have similar visions of where marketing is heading. Collectively we can help each other get there faster, which will be great for our customers and for the careers of the people in the business.”