Andy Watson, former head of group marketing at IDHL, has launched Don’t Delete, a B2B tech content and marketing agency based in York. The agency officially opens today and aims to help B2B tech brands sharpen their messaging, build engagement, and drive revenue.
Watson believes many B2B brands struggle to differentiate themselves, citing a Dentsu study that found 68% of business buyers feel companies all sound alike. Don’t Delete has been created to address this issue, focusing on transforming complex technical products into clear, compelling narratives.
Since leaving IDHL in 2017, Watson has worked as a tech content marketing freelancer with leading digital agencies across the UK and Europe. His background includes nearly a decade as director of marketing at Futuresource Consulting, a tech and consumer electronics research firm, along with senior roles in engineering, e-commerce, and professional services.
“Tech is where my heart takes me. It’s where my mind lives,” said Watson. “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.”
Watson is a Mensa member with a marketing degree and a postgraduate business diploma from the Chartered Institute of Marketing. His studies in mechanical engineering and organic chemistry have shaped his ability to bridge technical and creative content marketing.
“The digital agency space is noisier than a drum kit being kicked down a stairwell,” he added. “My aim is for Don’t Delete to 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 content without losing technical integrity.”
Don’t Delete will offer services such as tone of voice guidelines, integrated content strategies, messaging frameworks, and sales battlecards to help clients differentiate themselves in competitive markets. Watson’s previous work with brands such as Samsung, Sony, HP, Avid, Worldpay, The IET, Hiscox, and Toshiba provides a strong foundation for the agency’s ambitions.
Whether you want to learn how to use LinkedIn, X or Facebook for marketing, or need to brush up on business skills like leadership, presentation skills or managing meetings, you will find something to enhance your professional skills with these on-demand courses.