LONDON — Technology specialist Wildfire has launched a sister B2B content agency, KT2, to meet demand from clients for strategic and creative content from blogs to integrated campaigns.

KT2 is an evolution of Wildfire’s dedicated content team, which was added last year. The new arm will be led by Debby Penton – who led Wildfire’s MBO in 2020 – in addition to her current role as Wildfire managing director.

The new agency team also includes client services manager Elaine Birch, who has stepped into the new role from being a senior account director at Wildfire; content director Rebecca Quin, a digital marketing specialist; former business journalist Tim Richardson; and B2B tech, content marketing and SEO writer Shehroz Siddiqi.

KT2 is already working with a number of technology clients on projects including EMEA-wide marketing campaigns, SEO-supported editorial and social media-focused internal communications programmes.

Launching the content arm, Penton (pictured) said: “For me, the creation of KT2 is a natural progression from the highly successful work we already do. Our mantra is turning ambition into action, and that includes the speed and decisiveness we've shown in launching this new business.

“For clients, it means having access to even greater creative output across a spectrum of campaign-related and editorial content, from initial brainstorming and messaging development right through to production and delivery.”

Penton said the launch was supported by recent research including a marketing trends study from Hubspot showing content creation is a “top priority for 80% of marketers” and “on average, content marketing accounts for 26% of B2B marketing budgets,” as well as a survey from the Content Marketing Institute in which 71% of B2B marketers said content marketing has become more important to their organisation over the past year, but only 29% consider their organisation to be successful in this area.

And she said that despite the current furore over ChatGPT, “while there is no doubt generative AI has the potential to eradicate some of the legwork with writing, it should not yet be seen as a new front-runner in content creation.”