Directive vs New North:Which is more popular by branded search?
In August 2026, New North had more branded searches than Directive among B2B demand generation agencies worldwide. New North was estimated to have 1.6K branded searches compared to Directive’s 20, and held a 21.8% Share of Search versus Directive’s 0.27%. Worldwide · English terms: these are worldwide searches for English-language branded terms.
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Which is more popular in search, Directive or New North?
Compare agencies that build B2B marketing programs to create and measure qualified demand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for New North, Directive. The figures are in the table below the chart.
View monthly share of search table
| Month | Refine Labs | Ironpaper | Kalungi | New North | Directive |
|---|---|---|---|---|---|
| Oct 2025 | 21.7% | 34.9% | 25.6% | 17.5% | 0.27% |
| Nov 2025 | 23.4% | 30.8% | 27.1% | 18.6% | 0.14% |
| Dec 2025 | 25.3% | 31.6% | 28.2% | 14.8% | 0.15% |
| Jan 2026 | 15.9% | 32.8% | 30% | 20.5% | 0.78% |
| Feb 2026 | 17.7% | 31.4% | 33.3% | 17.5% | 0.17% |
| Mar 2026 | 19.7% | 31.8% | 28.7% | 19.6% | 0.3% |
| Apr 2026 | 24% | 25% | 27.6% | 23% | 0.29% |
| May 2026 | 16% | 28% | 30.2% | 25.3% | 0.47% |
| Jun 2026 | 17.8% | 30.8% | 33.4% | 17.6% | 0.35% |
| Jul 2026 | 27.5% | 29.9% | 27.2% | 14.9% | 0.51% |
| Aug 2026 | 33.1% | 23% | 21.8% | 21.8% | 0.27% |
| Sep 2026 | — | — | — | — | — |
How has the Directive and New North comparison changed over the last 12 months?
3 findings
- New North was ahead of Directive in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Directive’s estimated Share of Search among B2B demand generation agencies worldwide held steady at 0.27%, and its estimated monthly branded searches held steady at 20.
- Across the 11 months ending August 2026, New North’s estimated Share of Search among B2B demand generation agencies worldwide moved from 17.5% to 21.8%, and its estimated monthly branded searches moved from 1.3K to 1.6K.
How did search popularity change for B2B demand generation agencies worldwide in August 2026?
1 change
In August 2026, New North gained estimated Share of Search among B2B demand generation agencies worldwide, from 14.9% to 21.8%.
How each brand is measured
Brandwave collects information about searches that people make online using Directive’s and New North’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.