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Andy C Watson, former Head of Group Marketing at IDHL, has announced the launch of Don’t Delete, a specialist B2B tech content and marketing agency. Opening on 19 February 2025, the York-based agency is dedicated to helping B2B technology brands refine their messaging, boost engagement, and accelerate sales.

A New Approach to B2B Tech Marketing

Many B2B brands struggle to differentiate themselves. A recent Dentsu study found that 68% of business buyers feel most companies sound alike. This lack of distinctiveness inspired Andy to create Don’t Delete—an agency that cuts through the noise, helping innovators in the technology sector craft compelling, effective content.

“Tech is where my heart is. It’s where my mind thrives,” says Andy. “Over the years, I’ve seen how difficult it is for B2B tech brands to translate complex ideas into engaging narratives. That’s exactly where Don’t Delete comes in. We bridge the gap between technical brilliance and impactful marketing, ensuring that R&D efforts translate into real commercial success.”

A Decade of Experience in Tech and Marketing

Andy brings a wealth of experience to Don’t Delete. Since leaving IDHL in 2017, he has worked as a freelance tech content strategist, collaborating with digital agencies across the UK and Europe. Before that, he spent nearly a decade as Director of Marketing at Futuresource Consulting, a leading technology and consumer electronics research firm. His career also includes senior marketing roles in engineering, e-commerce, and professional services.

Beyond his professional achievements, Andy is a Mensa member, holding a marketing degree and a postgraduate business diploma from the Chartered Institute of Marketing. His academic background in mechanical engineering and organic chemistry has given him the ability to blend technical precision with creative storytelling an essential skill for effective tech marketing.

Bringing a Fresh Perspective to B2B Storytelling

Andy recognises that the digital agency space is more crowded than ever. “The marketing industry today is noisier than a drum kit tumbling down a stairwell,” he quips. But Don’t Delete is different. We focus on personality-driven content that remains true to the technical integrity of the brands we work with. Our goal is to help B2B tech companies transform their complex innovations into clear, engaging messages that resonate.

Don’t Delete offers a range of services, including:

  • Tone of voice development – Ensuring brand messaging remains distinct and recognisable.
  • Integrated content strategies – Crafting cohesive narratives across multiple channels.
  • Messaging frameworks – Providing structured, persuasive communication approaches.
  • Sales battlecards – Equipping sales teams with effective, compelling messaging.

A Track Record of Success

Andy has worked with an impressive roster of global brands, including Samsung, Sony, HP, Avid, Worldpay, The IET, Hiscox, and Toshiba. His expertise positions Don’t Delete as the go-to agency for technology companies aiming to stand out in hyper-competitive markets.

Looking Ahead

With the official launch of Don’t Delete, Andy is confident the agency will play a crucial role in redefining B2B tech marketing. “This isn’t just another agency it’s a mission. We’re here to help tech brands sharpen their voice, connect with their audience, and ultimately drive growth. The industry is evolving, and so should its storytelling.”

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