York marketing expert launches agency

A new agency has been launched in York specialising in B2B tech content and marketing.

Andy C Watson, former Head of Group Marketing at IDHL, a digital marketing company, has created Don’t Delete, which opened its doors last week.

According to Andy, many B2B brands struggle to stand out, fading into a background of beige.

He points to a recent Dentsu study, which reveals that 68% of business buyers feel the companies they encounter all sound alike. That’s why Don’t Delete was created.

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Based in York, the agency promises to help B2B innovators and international technology brands sharpen their messaging, build engagement and drive sales.

Since leaving IDHL in 2017, Andy has focused on tech content, freelancing with digital agencies across the UK and Europe.

His previous roles include almost a decade as Director of Marketing at Futuresource Consulting, the tech and consumer electronics research firm, plus senior marketing positions in engineering, ecommerce and professional services.

Andy said: “Tech is where my heart takes me. It’s where my mind lives.

“Cutting loose has given me the freedom to deliver excellence without limits, and now it’s time to fuel a new breakthrough. I know the nuances of the tech sector. The science and the storytelling, and how to translate complex ideas into messages that connect.”

Andy is a member of Mensa, the high IQ society. He holds a marketing degree and a postgraduate business diploma from the Chartered Institute of Marketing, alongside academic experience in mechanical engineering and organic chemistry.

He says his diverse background has shaped his ability to navigate easily across the technical, creative and strategic components of content marketing.

Andy explained: “The digital agency space can be noisier than a drum kit being kicked down a stairwell.

“But Don’t Delete will stand out as a bridge between technical brilliance and compelling marketing. My skill is in translating R&D into ROI, transforming complex products into clear, engaging narratives. It’s my job to inject personality into scroll-stopping content without losing technical integrity.”

Don’t Delete services include tone of voice guidelines, integrated content, messaging frameworks and sales battlecards, all designed to help clients overachieve.

Andy has worked with leading brands like Samsung, Sony, HP, Avid, Worldpay, The IET, Hiscox, Toshiba, and many others.

He adds his expertise means that Don’t Delete is positioning as the go-to agency for tech companies looking to amplify their voice in hyper-competitive markets.