Former B2B International European Chief Joins Basis Global
Second senior leader leaves the Dentsu-owned agency to help scale Basis’s fast-growing B2B practice
London, February 5, 2026: Two of B2B International’s most senior leaders are now at Basis Global.
Conor Wilcock has joined as Managing Director, B2B, following 16 years at B2B International, where he most recently served as Managing Director for Europe. He has advised global brands including Amazon, Henkel, BP and Samsung, leading segmentation, brand strategy and customer experience programmes that directly shape commercial decisions.
He joins Tom Percival, who launched Basis B2B last year. Together, the pair bring decades of category experience and signal a broader shift in where senior B2B research talent is choosing to build.
Basis B2B focuses on helping brands grow, blending primary research with AI analysis of millions of real buyer conversations to show how decisions form and where brands win or lose momentum.
Conor said:
“B2B research is at an inflection point. Buyer journeys are messier, buying groups are bigger, and perceptions are formed in places brands never see. Basis is built for how decisions actually get made today. Faster, closer to the business, grounded in real buyer behaviour. I’m excited to shape what’s next to drive successful commercial outcomes for brands.”
Tom said:
“When we started the practice, the goal was simple. Do the fundamentals brilliantly: audience understanding, go to market strategy, brand and proposition development. But pair that with a more honest view of how buyers really behave, not just what they tell you in a survey. Conor’s spent his career working at that level. It’s a natural fit.“
Basis B2B won the MRS Award for Best B2B Research for the second consecutive year in December 2025, recognised for its work with Sage combining live co-creation with rapid qualitative and quantitative testing to reshape how the company developed and scaled a live AI product.
Rune Mortensen Group, CEOSenior leaders don’t leave established agencies lightly. When people like Tom and Conor choose to build here, that’s not a hire. That’s a signal.
About Basis Global An award-winning insight consultancy with teams across the UK and US delivering work in more than 60 countries. Three-time Quirk’s Global Supplier of the Year.
Through its dedicated B2B practice, Basis Global helps brands sharpen positioning, speed up decisions, and unlock smarter growth across long sales cycles and high-stakes markets. The firm brings live customer intelligence into product, brand, and go-to-market strategy, working with leadership teams under real-world pressure where speed, risk, and adoption collide.
Learn more at: basisglobal.co/practice/b2b/
Media Contact: Erin Casement SVP, Marketing Basis Global casement@basisresearch.com
