1
B2B - Chair's Award
Chair's Award
Company/Agency
Ogilvy
Client
Workday
Executive summary
The Super Bowl is known for being advertising’s biggest stage. For Workday, this was not only a major marketing opportunity, but also a chance to expand the company’s awareness to its biggest audience yet. As a B2B company, Workday needed to capitalize on this moment with a campaign that would grab attention, generate buzz, and have enough creative intrigue to drive viewers to learn more. The approach: get the corporate world to stop using the term ‘rock star’ with a plea from real rock stars.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Christine | Cefalo | Former Chief Marketing Officer | Workday |
| Pete | Schlampp | Chief Marketing and Strategy Officer | Workday |
| Gene | Bordegaray | VP, Executive Creative Director | Workday |
| Erik | Peterson | Senior Director, Brand and Advertising | Workday |
| Jessica | Cuebas | Global Advertising Lead | Workday |
| Julie | Schiappa | SR. Global brand and advertising manager | Workday |
| Jole | Simmons | Senior Art Director | Workday |
| Jole | Green | Creative Director | Workday |
| Chris | Beresford - Hill | President of Advertising & Chief creative Director | Ogilvy |
| Lisa | Bright | Chief Creative Officer | Ogilvy |
| Chris | Turner | Executive Creative Director | Workday |
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1
B2B - Grand Prix
The best of the best
8
B2B: Advertising
Company
McCann New York
Client
State Street Global Advisors
Summary
If the last couple years have taught us anything, it’s that the stock market can turn on a dime. In volatile times like these, investors need liquidity—the ability to get in and out of the market quickly and easily.
Investors know mitigating liquidity risk is important but often ignore it when markets are calm. But when volatility inevitably strikes, liquidity can dry up in an instant, leaving investors stuck.
State Street Global Advisors wanted to reassert the value of liquidity and drive awareness and consideration of its liquid DIA fund—the only exchange traded ETF to track the Dow.
The integrated campaign dramatizes the need for liquidity with a series of humorous situations people need to get out of or into—or both. Brought to life by acclaimed director Björn Rühmann, the campaign presents relatable characters and situations our audience could laugh with and identify with.
With this campaign, State Street Global Advisors taps into universal human emotion to illustrate the value of liquidity and show that State Street and DIA as there to help investors when they need it.
And reasserted themselves as the market leader in liquidity.
After seeing the commercials, 60% of our audience said that they were likely to consider adding State Street’s DIA to investment portfolios. As a matter of fact, the campaign generated over 1,400 new marketing leads.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| John | Brockelman | CMO | State Street Global Advisors |
| Kristie | Tillinghast | - VP, Advertising & Paid Media | State Street Global Advisors |
| Rob | Rawley | EVP Global Account Director | McCann New York |
| Cheryl | Edwards | VP Account Director | McCann New York |
| Amber | Greenwalt | VP, Executive Account Director | McCann New York |
| Gene | Campanelli | SVP Group Creative Director | McCann New York |
| Peter | Powell | SVP Group Creative Director | McCann New York |
| Catherine | Peta | Account Executive | McCann New York |
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Company
Media.Monks
Client
J.P. Morgan
Summary
The B2B payments industry has a huge blind spot. In a rapidly accelerating business world, the focus has been on FinTechs. They move fast, break things, and make payments even more transactional. This focus created a false binary, where seemingly the only possibility is either the promise of agile disruptors or the safety of legacy banking institutions.
This is where J.P. Morgan sits—a global banking leader, renowned for two centuries of building relationships and solving clients’ thorniest challenges. But under this binary, our B2B audiences devalue our strengths and discount our innovations from prior years.
So to reframe the industry, we started with a forgotten yet fundamental truth: payments are more than transactions. They are messages. Every payment says something more; about the sender, the receiver, and the connection between the two. And J.P. Morgan Payments speaks and can translate this “language” of payments better than anyone.
We brought this truth to life in the Payments brand’s first global creative platform: Every Payment Speaks Volumes, launched to attract audiences beyond the Treasury and position the brand further in front of the C-Suite.
J.P. Morgan showed up unexpectedly in their worlds— at high-profile financial conferences and through novel partnerships with Formula 1’s Miami Grand Prix, Conde Nast’s Wired magazine, and the newest Transformers film.
Our reframe resonated significantly: we improved Awareness (+15%), Consideration (+21%), and Intent (+20%). Best of all, we improved J.P. Morgan Payments’ perception as an innovative brand by a whopping +19%.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Sara | Cosgrove | Global Director of Awards and Creativity | Media.Monks |
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Company
Gravity Global
Client
Payoneer
Summary
Background:
Payoneer – an ambitious fintech business offering a global payment platform to digital commerce SMBs for sending and receiving international payments.
The platform covers more countries than any other provider and makes the transactions easy/easier than the competition. Payoneer also cover markets that other providers avoid because they are too difficult.
The Task:
The task was to raise brand awareness in some very challenging international markets and drive new business registrations. Previously the business had never embarked on a brand campaign and solely focused on demand tactics.
The brief from the Client was to develop, launch and get a result before the end of the year giving the agency team just 4 months to show a return targeting an increase in brand awareness and 100% uplift in monthly lead volumes.
This was no mean feat and required an army of people from the agency developing market insight, brand strategy development, creative, GTM, test the work in each region and launch in The Philippines, United Arab Emirates, Brazil and India.
Results:
The business targeted a 15% uplift in new registrations and the campaign smashed the targets. The business achieved an uplift of 27% (almost 45,000) incremental registrations.
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| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Steve | Long | Creative Director | Gravity Global |
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Company
Gravity Global
Client
EDGE Strategy
Summary
Gravity Global was engaged by EDGE Strategy to raise the awareness of the company’s software solution in the highly competitive diversity, equity and inclusion space. The brief was not only to create noise around the solution that EDGE Strategy provides to help
organizations on their DE&I journey, but very specifically to build the profile of the CEO and specific board members, and establish them as true experts in their field.
By devising a thought leadership strategy, with speaking events and op-ed opportunities, and redefining the client’s existing PR process for creating brand awareness press releases, we have delivered exceptional results, creating more than 30 pieces of original PR content that have in turn secured 405 earned mentions in publications from the Financial Times and European Business Magazine to DiversityQ and The Engineer, and a potential reach in excess of 143,000,000. In terms of the coverage attained, the client has enjoyed a 123% increase in positive media coverage YoY.
PR has also contributed to a wider campaign that saw Brand Searches up 75% YoY, and Brand Reach increasing by 155% YoY. There has also been three-fold increase in followers on social channels, using content generated by the PR team.
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| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Steve | Long | Creative Director | Gravity Global |
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Company
JOAN Creative
Client
S&P Global
Summary
After a groundbreaking merger with IHS Markit in 2022, S&P Global created a multichannel campaign to galvanize the brand’s purpose, show off its expanded offerings, and re-introduce itself to the world.
To maximize its impact, the campaign targets key decision-makers and business leaders, re-defining them as Visionaries, to inspire a sense of curiosity in the people who can change the world.
The campaign was born from one core creative concept: Seeing is simple, but to really push progress forward you must do more than see. You must seek.
This key insight inspired our platform line “Seek & Prosper,” which we transformed into an emotional rallying cry, inspiring decision-makers and Visionaries to seek more than the ordinary. To look beneath the surface and beyond the horizon. Reminding them, “A better, more prosperous future awaits. It’s yours for the seeking.
The idea opened the door to new worlds, taking audiences beyond the boardroom and into metaphorical adventures. From the depth of the ocean to dark caves to the open skies, every piece of work within the Seek & Prosper campaign is centered around a Visionary and infused with the spirit of curiosity and exploration established by the same core concept.
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| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Alice | Cherry | CMO | S&P Global |
| Valerie | Tirella | Executive Creative Director | S&P Global |
| Heidi | Grassi | VP, Brand Marketing and Insights | S&P Global |
| Melissa | Kinsley | Senior Director, Brand Marketing | S&P Global |
| Andrea | Miller | Associate Director, Brand Marketing Demand Gen Marketing | S&P Global |
| Alexa | Brennan | Assistant Brand Manager | S&P Global |
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Company
True
Client
KPMG
Summary
Executive Summary
In a stressed market, where retailers were feeling the effects of an economic slowdown, KPMG ran a campaign to relaunch its Consumer Advisory Services – its range of consultancy services that support consumer-facing businesses with everything from consumer insights to cost restructuring and supply chain optimisation.
Known for more traditional accounting and audit services, KPMG had restructured its consultancy offering for consumer businesses and relied on this campaign to build trust and affinity with organisations that would not typically consider KPMG as a strategic advisor. And it did.
How?
- We went against the grain in professional services by focusing on memorable advertising rather than thought leadership.
- We used the conceit of a KPMG product range, echoing the design style and language of consumer advertising to showcase KPMG’s consumer advisory services.
- We demonstrated that we understood consumer businesses rather than saying it, with the aim of raising a wry smile and a sense of recognition/kinship.
In doing so, we:
- Drove unprecedented reach (9 million impressions) and engagement
- Achieved CTRs 480% higher than industry benchmarks
- Achieved website traffic targets three weeks into a five-month campaign
- Increased opportunity volume by 11%
- Increased the value of new project opportunities by 68%
Longer-term, and even more importantly, we established an effective strategic campaign platform for KPMG Consumer Advisory Services that can be leveraged and built upon for years to come.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Cos | Mingides | Head of Effectiveness | True |
| Tom | Busby | Senior Account Director | True |
| Greg | Berry | Head of Design | True |
| Martin | Harrison | Head of Strategy | True |
| Pat | Burns | Senior Creative | True |
| Sophia | Mingides | Account Manager | True |
| Suzanne | Hartnell | Senior Marketing Manager Consumer, Retail & Leisure | KPMG |
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Company
Deloitte UK
Summary
It’s not often B2B brands finds themselves competing with some of the biggest personalities in the UK and soaring up the Apple and Spotify podcast charts, but with our multi-channel campaign for The Green Room, that’s exactly what we achieved.
There’s never been more need for business to play a positive role in the world. Investors increasingly expect it. Employees demand it. And society is looking to business to make a difference on the things that matter.
If business shapes the world, Deloitte’s role is to help shape business. And with our multichannel campaign for The Green Room podcast, that’s what we set out to do.
The Green Room tackles the questions that matter most to business. From climate and technology to the future of work and inclusion, our podcast is the perfect platform for sharing insight and inspiration from leaders and experts making positive change.
With the pod at its heart, we created a multi-channel campaign to raise awareness of The Green Room and position Deloitte around the issues that matter. Through out of home ads at major UK train stations and the London Underground, audio ads on radio and other podcasts, a targeted LinkedIn and social campaign where we segmented audience by values and interests and harnessed employee advocacy. The Green Room soared to #6 on Apple podcasts and #5 on Spotify and, in doing so, we found ourselves in contention with such names as Steven Bartlett and Martin Lewis.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Matt | Gale | Director, Brand & Creative Content | Deloitte |
| James | Oates | Director, Brand & Corporate Marketing | Deloitte UK |
| Tiffany | De Koninck | Creative Content Manager | Deloitte UK |
| Emily | Collins | Senior Manager | Deloitte UK |
| Mark | Heads | Green Room Lead | Deloitte UK |
| Annalise | Fysh | Campaign Project Assistant Manager | Deloitte UK |
| David | Harris | Executive Creative Director/Head of Agency | Deloitte UK |
| Stephen | Bartlett | Senior copywriter | Deloitte UK |
| Paul | Campbell | Senior Art director | Deloitte UK |
| Alice | Tew | Content & Community Assistant Manager | Deloitte |
| Chane | Harley | Creative content assistant manager | Deloitte UK |
| Manpreet | Chhokar | Marketing Manager | Deloitte UK |
| Thomas | King | Motion Designer | Deloitte UK |
| Tom | Rees | Art Director | Deloitte UK |
| Yewande | Ogunkoya | Managing Partner | Craft Media |
| Will | Richardson | Strategist | Craft Media |
| Alex | Moore | Group Planning Director | Craft Media |
| Jack | Palmer | Planning Grad | Craft Media |
| Jenny | Jones | Co-Founder | Craft Media |
| Jake | Wharmby | Planning Manager | Craft Media |
| Christian | Linton | Senior Global and UK Account Lead | Deloitte UK |
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Company
Critical Mass
Client
City National Bank
Summary
Business Decision Makers (BDM) in the C-Suite and beyond, work in high-pressure environments, making complex and far-ranging decisions impacting the full business. At the same token, they must answer to a diverse network of stakeholders who need detailed rationale. That insight into our target’s reality forms the basis for City National’s 2022 B2B campaign.
City National wanted to highlight the unique characteristics that make them the ideal financial institution for serving BDM’s specific business needs, attributes such as human-focused service rarely seen in business banking and the deep industry knowledge needed for success in distinct lines of business. Part of the larger umbrella message across the institution, “We Make it Our Business to Be Personal”, City National wanted to reach this key audience and communicate that their business was personal to the bank, too.
Testimonial videos were deployed to highlight success stories of City National’s B2B clients, along with digital display, out-of-home and print creative featuring talent and messaging that laddered up to City National’s unique brand positioning.
Integrated creative was developed in City National’s unique and signature branding - utilizing eye-catching blue duotone and “Next Level” diverse talent that was representative of our target audiences. Additional versions were developed to speak to the various sub-targets within the Business Decision Makers and C-Suite group with specific messaging relevant to their needs.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Linda | Duncombe | EVP, Director, Marketing Product and Digital | City National Bank |
| Patrick | McCarthy | SVP, Manager, Marketing Advertising & Insights | City National Bank |
| Shari G. | Lynch | VP, Integrated Marketing Manager | City National Bank |
| Melissa | Adams | SVP, Manager, Paid Media | City National Bank |
| Jennie | Jackson | VP, Creative Lead | City National Bank |
| Cassandra | Parra | Media Marketing Manager | City National Bank |
| Nicole | Oliha | SVP, Creative and Brand Strategy | City National Bank |
| Diego | Mojarro | VP, Video Production | City National Bank |
| Lori | Cicero | VP, Design Lead | City National Bank |
| Kaitlyn | Humphries | Marketing Channel Associate Specialist | City National Bank |
| Susie | Perez | VP, Brand Strategy | City National Bank |
| Joanna | Baker | VP, Creative Production, | City National Bank |
| Michael | Richards | VP, B2B Lead | City National Bank |
| Carol | Roth | VP, Client Partner, | Critical Mass |
| Neil | Woodburn | VP, Media | Critical Mass |
| Mike | McGrath-Sing | Creative Director | Critical Mass |
| Kathryn | Swiston | Strategy Director | Critical Mass |
| Andrew | Lavery | Executive Creative Director | Critical Mass |
| Mark | Ashbaugh | Executive VP General Manager | Critical Mass |
| Brendan | O’Reilly | Associate Program Director | Critical Mass |
| Nicoletta | Milito | Associate Media Director | Critical Mass |
| Stefan | Sheers | Associate Media Director | Critical Mass |
| Taylor | Agathen Shah | Sr. Media Planner | Critical Mass |
| Evan | Klajnscek | Paid Search Strategist | Critical Mass |
| Dan | Spooner | Associate Creative Director | Critical Mass |
| Jordan | Heidendahl | Art Director | Critical Mass |
| Nima | Samadi | Sr. Copywriter | Critical Mass |
| Alyssa | Bowman | Designer | Critical Mass |
| Joscelyn | Werner | Project Manager | Critical Mass |
| Kattia | Salazar | Production Designer | Critical Mass |
| Tatiana | Blanco | Sr. Production Designer | Critical Mass |
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8
B2B: Agency Team of the Year
Company
FINALLY Agency
Summary
From the employees who have been with the agency for 10 years, to those who have joined us recently, the FINALLY Agency team is beyond deserving of the Agency Team of The Year. The combination of our culture and commitment to delivering incredible campaigns for our clients has meant that the agency has consistently reached 35% YoY growth since 2020. A huge achievement considering the struggles of the lockdown aftermath, and unfortunately the business losing its CEOin 2021 to a stroke that left him unable to work. This level of growth wouldn’t have been possible without the efforts from everyone in the team at FINALLY, their ability to collaborate effectively with each other and our clients, to work towards growing our accounts and delivering outstanding, global brand and marketing campaigns.
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Company
Fight or Flight
Summary
Fight or Flight is a three-year old, specialist B2B agency that launched into the pandemic, in April 2020. In the last 12 months, the Soho-based firm’s relentless focus on B2B creativity has driven year- on-year revenue growth of 86 per cent – and unlocked new briefs from leading brands including AMEX GBT, Expedia, LinkedIn, Nokia, Sky and Siemens.
At a time when the battle for attention is fiercer than ever, Fight or Flight believes that B2B campaigns must use consumer-grade creativity to cut through and influence B2B audiences. Breakthrough 2022 campaigns including Fifty Shades of Ginger (for Roland), Accounts Deceivable (for Medius) and Real or Not Real (for Frontify) are proof that the agency is “shifting the dial” in a category that is traditionally dominated by product press releases and technical whitepapers.
The approach is reaping rewards with Fight or Flight’s headcount growing by 75% from 20 staff to 35, including the addition of specialist creative, broadcast media and social media talent. Plus, the agency has opened its US offering, with new wins straight off the bat.
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Company
Earnest
Summary
We only have one value at Earnest: “That Extra Something.” It’s a quality, we think, that makes our people special – and why our clients choose us.
It’s an ethos that spans everything we do: Our client experience, the insights we gather, ideas we create, brands we build, campaigns we deliver and results we achieve.
‘That Extra Something’ is what’s helped us win 16 new clients since June 2022 including some of the most ambitious and progressive B2B brands, such as HubSpot, Trustpilot, WSP and Symantec by Broadcom.
It’s what’s helped us to deliver a full funnel campaign for Allianz AGCS that’s delivered 6x the number of target leads; support a 200% increase in Freight Forwarder Ship4wd’s client base; and drive a 160% increase in web traffic for ASUS Business.
It’s what’s encouraged more clients to recommend us than ever before – with an 8.6 out of 10 recommended agency rating.
It’s also the thing that’s spurred further innovation and creativity across our UK and US operations – with the launch of our ESG Incubator; Future Thinking co-creation sessions with clients; and virtual Food Bank Donation Stations.
“Amazing B2B agency”: Vodafone
“Exceptional results”: WSP
“Highly recommend”: Allianz AGCS
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Company
Stein IAS
Summary
Creativity: We need to talk about it!
Creativity is B2B’s elephant in the room. Stein IAS is the agency that understands why it’s difficult to talk about, but takes you by the hand and leads the conversation.
This year we have talked the talk, with keynotes at the big events, and walked the walk, with creatively driven marketing results for our clients.
From helping Juniper Networks drive a massive uplift in revenue, to launching the first ever B2B campaign using exclusively AI-generated imagery for ZS, we’ve joined the dots from creativity to measurable returns.
Our commitment to creativity is winning hearts. We won a WARC Award for Effectiveness in B2B at Cannes, the Drum Best B2B Brand Campaign and ANA B2 Agency of the Year. We’ve won 11 accounts, including Deloitte, Thomson Reuters, ABB and Mack Trucks.
Desmond Tutu wisely said, “there’s only one way to eat an elephant: a bite at a time.” By putting creative effectiveness front and center, we took more than a few bites! While again achieving 95% staff and client retention, we achieved a 50%+ pitch win rate with new business revenue of £4.5M/$5.4M. Overall, we delivered £13.4M/$16M in top-line growth and a 13% increase in operating profit, both agency bests.
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Company
Brands2Life
Summary
In 2020, we became a majority-Employee Owned Trust (EOT), and we worked with everyone here to set out a plan for turbo-charged growth.
After extensive research and discussions with staff across the entire business, we settled on five key goals:
1. Reinforce and live our five values– Ambition, Integrity, Commitment, Respect and Enjoyment – in everything we do
2. Give staff an unbeatable employee experience
3. Drive above-industry-average profitable growth to hit £20m and share up to 10% of the profits with staff each year
4. Win and work with ambitious brands on creative, purposeful, ground-breaking briefs
5. Become a beacon for progressive change in our industry
In 2022 we over-achieved all these goals.
We had our best-ever year with +20% revenue growth, £4m in new business and 34 new clients. We helped clients rethink the way they communicate in a digital world. Our comms strategy and organisational re-engineering skills were in high demand and we helped Hologic, LinkedIn, Sitecore, Tetra Pak and Vodafone transform their international comms structure and strategies.
We hired 80+ new people making us a 200-strong agency. As the largest EOT in the PR sector, everyone is an indirect shareholder and gains tax-free bonuses, and our industry leading employee benefits programme includes volunteering days, paid sabbaticals, and private healthcare.
That’s why we’re known as The Agency for the Brands Transforming Our World.
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Company
Gravity Global
Client
Gravity Global
Summary
Gravity Global was created in 2008 from a chance meeting in a Starbucks coffee shop. Three marketers over coffee began discussing how B2B marketing is underserved on a global scale and not taken seriously. Something that couldn’t be reconciled with B2B being the main driver of the global economy. After a few more meetings and lot more coffee it was decided to launch a marketing agency to change this situation. Today we are over 500 specialists across 14 offices and four continents with full brand to demand capability. Over the last 12 months we have achieved 90% revenue growth and we are proud to say we now rank by revenue in the top 3 in the UK and top 2 in the US.
Other achievements: 48% headcount growth – from 345 to 509 team members. 90% revenue growth – £29m to £55m Top 3 B2B Agency by revenue in UK. Top 2 in USA. The world’s most awarded B2B Agency. 501 awards so far in 2023. (406 awards in 2022, 164 awards in 2021, 64 awards in 2020) Recognised for creating the world's most successful/awarded B2B marketing programme for Embraer 9.3/10 NPS Score – Independent client study by Plural Strategy. 2 ESG/DE&I – Benchmark & audit 14 offices to serve our clients globally. 30% EBITDA growth Headline sponsor of B2B Marketing Awards and IGNITE USA.
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Company
Hallam
Summary
Our agency started in 1999, supporting local B2B brands with their digital marketing efforts. In 2023, we now have clients across EMEA and NOAM, with 75% of our monthly recurring revenue coming from B2B organisations.
Our mission is to balance our clients’ short-term sales activation with long-term brand growth, creating campaigns that drive measurable business impact. We’ve developed an integrated marketing framework that ensures a consistent focus on both long and short term impact for clients. This requires seamless integration between each department, to create consistency across different channels and a holistic experience of the brand for the customer.
This year we were awarded the 'Best Large Integrated Agency' award at both the European and Global search awards, a testament to our model of unifying channel experts around a shared strategy, and avoiding siloed specialisms.
We're proud to have delivered transformational growth for a number of our B2B clients amidst a backdrop of economic uncertainty, supply chain disruption and reduced budgets. We have stayed true to our methodology throughout the journey and pivoted our approach toward consultancy to support our clients journeys toward inhousing.
We would love nothing more than to receive recognition from our peers at The Drum awards.
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Company
The MTM Agency
Client
Clients covered in detail; NHBC, Solent Cluster, Thredd and The Law Society.
Summary
In an era of rapid market evolution, The MTM Agency has distinguished itself by transforming B2B challenges into groundbreaking marketing campaigns. Our record speaks volumes: a 105% revenue boost between 2021/22 and 2022/23 and a client retention rate of over 95%. Our passionate team has driven a 40% increase in our staff count, ensuring our B2B clients maintain industry leadership.
Our campaigns, notably for the NHBC and The Solent Cluster, not only surpassed objectives but did so cost-effectively, with high engagement rates and reduced costs. For Thredd, our multi-phased approach achieved remarkable outreach, and with the Law Society, we're pioneering a brand evolution that reflects the modern era. New partners like Ocean Infinity and One Web recognise our expertise in innovative communication strategies.
Our edge lies in the depth of our research, innovative use of technology, and the potent combination of design, motion graphics, data-driven campaigns, and adept PR and SEO strategies. Our collaboration-centric approach ensures we immerse ourselves in our clients' brand stories.
At MTM, we don't just achieve success, we redefine it. In the B2B world, The MTM Agency shines as a beacon of creativity, consistency, and outstanding results.
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3
B2B: Art Direction
Company
MRM
Client
Ricoh North America
Summary
Ricoh: Transforming the relationship between businesses and their information
Ricoh has created a large portfolio of digital information solutions for enterprise businesses. Yet people still think of it as a printer company. This perception holds Ricoh back. As we developed a perception-shifting campaign, one insight popped: Tech vendors promise to solve companies’ data problems, when what they really have is an information problem. Information is far more valuable than data—and companies are drowning in information that, ironically, they can’t use because it’s locked up inside printed documents and departmental siloes. So we turned a cultural no-no into a business must-have: We told enterprises that with Ricoh, there’s no such thing as TMI. Our cheeky message was matched by a visual approach that looks like nothing else in the B2B tech category, with can’t-ignore-me colors and design that stand out in crowd.
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Company
Stein IAS
Summary
Cushing’s disease kills a million dogs each year, often because the symptoms go undetected. Luckily, Vetoryl, marketed by Dechra, is an effective treatment when diagnosis comes in time.
Dechra wanted to build an education campaign focused on detecting Cushing’s symptoms, that stood out against the serious and scientific sector norm.
A vet diagnosing Cushing’s is like a detective cracking a case. So, the Stein creative team saw an opportunity to create a spoof cop show, where the suspects were dogs hiding their symptoms.
The ‘Suspecting Cushing’s’ campaign would invite the audience to experience a gripping drama, fitting of this deadly true crime.
The film set was built and designed to resemble a police interrogation room that the European audience would identify with, thanks to their obsession with Scandinavian and British crime drama.
The line up of suspects, representing different Cushing’s symptoms, was played by the UK’s top canine actors.
Realistic, low-level lighting, shooting through a two-way mirror and a light haze in the air, all contributed to a gritty look which was accentuated in post-production with a blue-green color grade.
Props like a ‘Usual Suspects’-style pinboard, cardboard casefiles and a water cooler created an authentic look which carried through into the campaign’s interactive elements.
The result is a powerful communications strategy which is helping vets crack cases of Cushing’s across eight European markets and has taken Dechra’s marketing to new levels of effectiveness.
The campaign generated an immediate ROMI of 12:1, and an annual revenue run rate of €37.3M/$39.7M.
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Company
Mower
Client
American Advertising Federation Buffalo
Summary
At award shows, the creative is the hero while other departments hardly receive a mention. When it was our turn to come up with the theme of our region s AAA Awards, we wanted to change that by finding a way to celebrate everyone who plays a role in coming up with a killer idea. We framed the show as a murder-mystery, made the best-in-show work the “killer” and launched a relentless search to find out whodunnit (who did the work, that is). To create our cast of characters, we identified employees from different agencies across our advertising community and partnered with photographer Luke Copping to bring them to life. For the night of the show, we even hired a
professional actor to MC as a detective.
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4
B2B: Audio
Company
Fight or Flight
Client
Medius
Summary
Despite a huge rise in white collar fraud, many businesses still underestimate it. This was a challenge for Medius, a B2B provider of anti-fraud software to finance professionals. How do you sell fraud prevention to a buyer who thinks fraud is something that happens to somebody else?
The solution? A hard-hitting, moving story that was impossible to forget, in the form of a True Crime podcast, a mass audience channel most B2B brands would never touch. The podcast, Accounts Deceivable, examined the human cost of financial fraud, asking the question: what does it take to commit a white-collar crime? And what does it feel like for victims to lose millions of dollars of company money?
The True Crime format not only delivered a big audience for Medius’s messages, it also wrapped those messages in a compelling and addictive story, ensuring 89% of listeners listened right to the end.
Headline results?
- A top 150 Apple business podcast, ranking alongside CNBC and Harvard Business Review: an astonishing achievement for a niche B2B brand
- 23,500+ downloads, inside the top 20% of shows across all categories (not just business)
- 96% of audience featured within key markets of UK + US
- Average episode consumption of 89%
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Company
Accenture
Summary
Accenture UK’s Walk in the Cloud podcast challenges the staid, establishment world of B2B communications. It delivers short, engaging episodes that cut through jargon, technobabble and corporate speak to tell stories UK leaders really want to hear. Produced entirely in house, and hosted by a former journalist turned marketing executive, the podcast makes the most of Accenture’s formidable experts and clients to dig into real-world solutions to current business challenges. It finds UK-specific angles for topics often consigned to broad-brush global overviews.
Both guests and listeners say they appreciate the podcast’s fresh, no-nonsense style. What started as an experiment outside the team’s “proper jobs” has grown into the company’s best value-for-money marketing channel in the UK. Average listens per episode grew by more than 18% season-on-season, with more than 18,000 listeners across 24 existing episodes. Each fresh release brings new listeners to even the oldest recordings. Average episode downloads now outpace typical attendance at client events, opening internal stakeholder eyes to the podcast as a more efficient way to reach their audience. Both client teams and global campaign owners are now pitching for guest slots. Our proudest accomplishment, however, is that our mischievous corporate rebellion has fundamentally changed attitudes within our organisation. Where we led the way with highly local, conversational and concise, others are following.
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Company
Deloitte LLP
Summary
Deloitte’s That Makes Cents podcast features consumer industry leaders and luminaries sharing their insights on how consumer habits and trends are rapidly evolving. Hosted by Bobby Stephens, principal in Deloitte Consulting LLP, guests explore how leading consumer companies are navigating and responding to shifting tastes and technology.
In a time of economic and social transition, many consumers are using their dollars to affect the change they want to see in the world by buying with purpose in mind. Through episodes focused on consumer motives, the rise of digital goods, and the growing reality of ESG reporting, our listeners can gain insights into how industry leaders are preparing to respond to what’s coming in the next decade.
As a marketing tool, That Makes Cents broadened the audience our consumer team can reach; cross-promoted Deloitte content; and filled a unique gap in the B2B/professional services segment. Since its inception in 2020, That Makes Cents has garnered an international circulation and more than 44k lifetime downloads, averaging at ~1100 downloads per episode 6 months post launch. The podcast publishes a new episode roughly every month with 12-15 episodes per season.
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Company
Deloitte UK
Summary
It’s not often B2B brands finds themselves competing with some of the biggest personalities in the UK and soaring up the Apple and Spotify podcast charts, but with our multi-channel campaign for The Green Room, that’s exactly what we achieved.
There’s never been more need for business to play a positive role in the world. Investors increasingly expect it. Employees demand it. And society is looking to business to make a difference on the things that matter.
If business shapes the world, Deloitte’s role is to help shape business. And with our multichannel campaign for The Green Room podcast, that’s what we set out to do.
The Green Room tackles the questions that matter most to business. From climate and technology to the future of work and inclusion, our podcast is the perfect platform for sharing insight and inspiration from leaders and experts making positive change.
With the pod at its heart, we created a multi-channel campaign to raise awareness of The Green Room and position Deloitte around the issues that matter. Through out of home ads at major UK train stations and the London Underground, audio ads on radio and other podcasts, a targeted LinkedIn and social campaign where we segmented audience by values and interests and harnessed employee advocacy. The Green Room soared to #6 on Apple podcasts and #5 on Spotify and, in doing so, we found ourselves in contention with such names as Steven Bartlett and Martin Lewis.
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8
B2B: B2B For Good
Company
Merkle B2B and The Story Lab
Client
Ericsson
Summary
As a leading industry innovator, Ericsson’s ongoing ambition is to inspire businesses and communities to work with technology to solve societal problems and improve lives. This commitment to combining innovation and sustainability in a connected future was brought to life by Ericsson’s Connected Mangroves project.
By reforesting mangroves in Asia using sensors for real-time monitoring of soil, pH, and salinity levels, the project increased plant survival rate from 40% to 85%, garnering recognition from entities like the World Economic Forum and the United Nations.
However, Ericsson also wanted to raise awareness across a broader set of audiences. For example, the millennial decision-makers, a demographic where 80% value purpose-driven brands and 73% are now in decision-making or influencing roles. Merkle B2B identified this group as a key target.
The strategy employed purpose-driven storytelling, collaborating with BBC StoryWorks and the World Wildlife Fund. This not only spotlighted Ericsson’s technological achievements but also emphasised positive environmental and local community impact, particularly resonating with millennials’ values of sustainability and social responsibility. The story ran across Meta, X (formally Twitter), YouTube and connected TV.
The campaign achieved a remarkable implicit association uplift of +101% among IT decision-makers, with 97% expressing a desire for further engagement. Additionally, the campaign achieved strong results in video views, CTV advertising, and X engagement.
The project's influence extended to becoming a topic of discussion at COP27. Through purpose-driven storytelling and strategic distribution, Ericsson effectively solidified its position as a leader in technology and sustainability for current and future customers alike.
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Company
Accenture
Summary
As the world experiences increased challenges, and at the same time, increased technological breakthroughs, vulnerable groups including people with disabilities are often left behind by the advances that could benefit them, most.
As part of a responsible global company with world-leading technological capabilities, Accenture in Greater China turned its skills in AI, AR and the Metaverse towards the ‘Inclusion Factory’ program – aimed at helping people with cognitive disabilities shorten the learning curve of new skills and techniques. In doing so, it created a highly valuable teaching tool for a deserving group as well as an exemplary inclusion model seen across the industry.
Featured at the 5th China International Import Expo (CIIE), The Inclusion Factory AI learning program attracted 130 client visits, secured 223 TV and other Media stories, and began a scalable and sustainable program in line with Accenture’s stated purpose: ‘To deliver on the promise of technology and human ingenuity’.
Following this momentum the second disability inclusion center in Greater China was opened - the largest of its kind across Accenture, globally. Today, the learning program engages our people, local government officials and stakeholders as a great example of how technology is there to be used by and for, all people.
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Company
Bader Rutter
Client
Tempo
Summary
TEMPO is a professional women’s organization with a 45-year history. They were seeking to refresh its visual brand and messaging to reflect its goals for the future and bring together multiple regional chapters. Most importantly, TEMPO sought to grow their membership while staying true to their mission to further the impact of women leaders. Every element of the TEMPO brand was refreshed — but that was just the beginning for this campaign. Through the research and creative development, a larger story emerged. And so what began as a rebrand expanded to include a documentary film, Direct Positive — featuring the tintype photography work of local artist Margaret Muza. During two days of portraits and intense interviews with TEMPO members, the film explores what it takes for women to lead in their careers and their communities and why it’s so important for more women to lead today.
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Company
Toaster
Client
Google ChromeOS
Summary
In response to the UK's pressing environmental crisis, marked by a projected 61 million tonnes of e-waste generation in 2023, our "Don't bin it, just flex it" campaign for Google ChromeOS Flex urged B2B leaders to act sustainably and reduce e-waste. Our mission was clear: inspire SME decision-makers to adopt ChromeOS Flex for their existing devices instead of throwing them away - thereby helping the planet and their businesses.
Our strategic approach introduced ChromeOS Flex as a sustainable solution to the e-waste problem while emphasising its ability to revitalise existing devices. We implemented a three-phase communication strategy:
1. Leveraging online ads on LinkedIn and Facebook, we highlighted the gravity of the UK's e-waste issue.
2. Through retargeting, we showcased the tangible business benefits of device renewal.
3. Our campaign concluded with a compelling case study featuring Nordic Choice Hotels, illustrating the sustainability and cost-saving advantages of ChromeOS Flex.
To complement our online efforts, we sent 1,500 key business leaders a Direct Mailer that included a ChromeOS Flex USB. Designed with environmental responsibility in mind, the Mailer advocated device renewal over replacement.
Additionally, we sponsored the SME-XPO in London, where our booth featured a striking installation of discarded devices and interactive demonstrations, drawing the attention of thousands of receptive SME leaders passionate about sustainability and technology.
Our campaign achieved remarkable success, contributing to a significant number of devices being renewed based on ChromeOS Flex adoption. It garnered impressive online performance metrics and made a substantial impact at the SME XPO event.
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Company
The Creative Consultancy
Client
Royal Mail
Summary
Royal Mail is the UK’s greenest delivery partner, due to their mostly on-foot deliveries. As a result, they produce half the CO2 per parcel of any of their competitors. Their ultimate goal is to facilitate more green ecommerce deliveries: reducing the impact retail has on our planet. They wanted to share this message and brand purpose to open doors with C-Suite/Director-level decision makers in 10 large retail businesses that were previously unresponsive to their sales team.
To get cut-through with this senior audience, we developed a box within a box, hand-delivered by on-foot posties. The larger box measured 60cm3: the equivalent volume of CO2 produced in a delivery with another carrier. Suspended inside was a box half the size (30cm3), demonstrating the 50% less CO2 produced by a Royal Mail delivery.
Each box was designed using the target brands’ look and feel and written with their own tone of voice, focusing on the commonality between the brands’ ethos and sustainability, and Royal Mail’s. QR codes directed to personalised landing pages featuring interviews with their shoppers, talking about the importance of sustainability and green delivery.
The strategy, and the boxes, had to be highly sustainable. We ensured the recipient data was triple checked to minimise wastage, and created the boxes from eco-friendly materials.
Since the activity, Royal Mail have had contact with 100% of the brands and booked meetings with several. The sales pipeline opportunity, as a result of the opened doors, offers ROI of 346 times the campaign cost.
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Company
Mower
Client
One Hundred Black Men of New York
Summary
For the last 60 years, One Hundred Black Men of New York has been on the front lines of achieving meaningful gains for the Black community. And when calls for racial justice recently began to build throughout the country, Mower was ready and willing to help.
Our pro-bono campaign helped create a rallying cry for change that gave voice to the promise of OHBM, inspiring current and future members, donors, and the community at large to open every door of opportunity.
A robust mix of tactics was launched, including door placements to make a real-world association to the idea and a video that portrayed young men walking through doors to education, business and health care. Donated out-of-home media included placements in Times Square, taxi tops, bus shelters and other billboards throughout the city.
As the Open Every Door campaign has echoed throughout New York, millions of people have been reminded that the door to the boardroom, Ivy League school, top hospital or main stage should be open to anyone who chooses to walk through.
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Company
Ogilvy UK
Client
Inmarsat
Summary
British satellite communications (satcom) company, Inmarsat, operates a constellation of geostationary satellites that beam data to organisations all over the world. Organisations which underpin everyday life on Earth, like governments, utilities, airlines and logistics companies.
Today, the space sector is being disrupted by new tech billionaires arriving from consumer industries. It’s a new space race, which hides a dark secret. One that could have catastrophic repercussions on our environment and the viability of Earth’s orbit.
Inmarsat’s guiding belief is that space is a place for all humankind. To stay true to that, the company had to speak up. And in doing so, make a significant impact and demonstrate responsibility.
We knew we had to generate enough attention to reach beyond Inmarsat’s traditional audience. So, we opted for a two-part execution. The first stage would attempt something most B2B businesses don’t - going direct to the public to build awareness.
The second stage was to harness that awareness to create a platform for Inmarsat to act as an ambassador for the space sector, drawing attention to the havoc occurring in orbit, and turning satcom customers’ heads.
By the time we were finished, headlines highlighting public concern were splashed across the global media. The need for policy change was added to the agenda at COP and Davos – and Inmarsat’s profile rose.
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Company
Passion Digital
Client
Feaniks
Summary
Feaniks, a brand-new online training start-up, came to Passion Digital to create a brand launch campaign with the aim of raising brand awareness and positioning themselves as change makers within the sector. We wanted to create a campaign that didn’t just target decision makers within health and social care organisations, but the front-line employees that work there and members of the public that undervalued them. The objective was to gain as much coverage for it as possible in publications that their established competitors could have only dreamed of appearing.
With the insight that the UK was losing healthcare workers due to poor conditions and a large portion of the UK public still unsupportive of their strike action, we targeted the first day of the biggest NHS strike in history and gave workers a public platform to safely raise concerns about extreme experiences at work. Because many health & social workers were too scared of speaking up about working conditions, we allowed them to do this anonymously, using UGC content to turn our most valuable public sector workers into anonymous influencers for the cause, using quotes to seed out to the press and use in social assets.
The campaign achieved coverage in some of the biggest news publications in the country such as The Guardian, The Metro, The Huffington Post and The Mirror. It also appeared in industry publications and forced a response from the Scottish government and the BMA on the state of healthcare working conditions in the NHS.
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6
B2B: Brand/In-House Team of the Year
Company
Mastercard Creative Studio
Summary
Mastercard is built on the principles of moving fast, growing together, and creating value.
As Mastercard’s in-house agency, the Creative Studio both embodies and exemplifies those values, able to act with speed and agility, work with teams across all business units and regions, and produce incredible value both with the quality of our output, and the savings we generate.
The past 12 months has seen the Creative Studio come into its own with a fully-realized team capable of tackling almost any brief set by our colleagues. From social media campaigns to interactive demos, from live event reporting to deeply-researched white papers, our team of expert writers, designers, videographers, UX designers and project managers have turned their hands to some of the most pressing challenges facing our business, and risen to every one.
We combine bold, creative ideas with a deep, instinctive understanding of our business — our people and products, the customers we serve, and our mission to power economies and empower people. We’re storytellers ourselves, but most importantly, we help our colleagues to tell the stories truly connect, and ensure that we’re all speaking with one unmistakable voice.
Over the last year we’ve supported huge client bids, masterminded major marketing campaigns, and done everything in between. We’ve adapted, we’ve expanded, and we’ve created unbelievable value for our business.
We believe we’re setting the standard for what an in-house agency can be.
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Company
Addleshaw Goddard
Client
Addleshaw Goddard
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Company
LRQA
Summary
The Marketing team's headlines
Launched LRQA as an independent brand in Nov 2021 following separation from Lloyd’s Register
Integrated four acquired companies (Nettitude, ELEVATE, ATvanGarde and Sustainable Assurance Solutions) into LRQA to create a holistic risk management business which is solution-orientated and underpinned by data.
Developed a ‘Go-to Market’ process which ensured alignment globally in how LRQA was positioned and marketed.
Established a central delivery model from a global brand and communications team for content and campaign assets to be leveraged by regional teams, keeping one consistent brand voice.
Generated 50% more leads over prior year.
Sales for the first half of 2023 were 22% ahead of the prior year.
Marketing campaigns influenced £60m of opportunity value created year to date.
Key thought leadership reports and commentary covered exclusively by Bloomberg, the Financial Times and additional international and trade publications.
Recognised as one of the top three Testing, Inspection and Certification (TIC) companies globally after only two years’ operating independently, with one in five decision makers for assurance services being aware of LRQA (LRQA brand survey, 2023).
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Company
Salesforce
Summary
Salesforce Studios is the in-house production team for Salesforce, bringing together a staff of directors, producers, editors, writers, and PMs to serve the video needs of Sales and Marketing. We create best-in-class content that aligns to business needs, builds brand awareness, and inspires our audience of prospects, customers, and the Salesforce developer and admin communities. Notably, our team has produced multiple award-winning original series that power Salesforce+, a first-of-its-kind business content streaming platform where viewers can tune in for original series and programming streamed from live events like Dreamforce.
The documentary-style series “The Ecopreneurs” and “The Shift” are a testament to what is possible in B2B marketing. Produced by Salesforce in partnership with FORTUNE Brand Studio and CNBC Brand Studio respectively, “The Ecopreneurs” demonstrates Salesforce’s commitment to climate action, and “The Shift” highlights the incredible change and success seen in seven companies becoming digital-first with Salesforce’s innovative technology. Rounding out our strategic media partnerships is our deal with Vox Media, bringing the award-winning tech and business podcast “Pivot” with Kara Swisher and Scott Galloway to Salesforce+. Our original series produced entirely in-house, including “Connections,” “Quota,” “HowToDev_,” “How I Solved It,” and “Trailblazer,” are created to target our internal Salesforce communities like sales leaders, marketers, admins, and developers. Since its 2021 launch, more than 7 million people around the globe have used Salesforce+ and our original series have earned more than 50 awards.
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Company
Anteriad
Summary
Anteriad delivers B2B marketing solutions to the world's largest B2B companies, but the company’s marketing team faced several challenges to bring the team, technology and intelligence together to create a unified marketing operation capable of driving growth for the company. Following three M&A events, Covid and a rebranding, the new CMO assembled the marketing team to create a new marketing strategy that would match the sophistication of the B2B marketing capabilities that they offered their clients.
The team also gave themselves an internal moniker: The Mighty Marketing Anterians. Like ants, each are strong individually but a powerhouse when they work together, never underestimating the power of determination and cooperation.
All of the work has paid off across awareness, lead generation and thought leadership. Anteriad now has a highly integrated marketing team that is driving more awareness in market, more qualified leads for sales and more positive experiences for customers.
2X increase in reach from PR from Q1 to Q2 2023
Drove 40% of the total leads YTD through July 2023
Nurture campaign engagement increased by 25% YoY
Improved Sales Qualified Leads delivery by 177%
Impactful engagements and coverage with critical industry analysts
Under the leadership of the CMO the team collaborates, sharing common KPIs, using the company’s own data to drive results. What’s more, the team shares transparency in reporting from branding events and PR to thought leadership and performance marketing. Together, they are a cohesive and industrious team, sharing successes and workloads and excited to work together every day.
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Company
Economist Impact
Summary
Economist Impact was created to inform thinking on important issues across sustainability, health and globalisation. Year after year, Economist Impact helps clients from all industries engage the world’s most influential audiences who have the power to affect real change across three core areas; policy and insights, custom content and events.
We take a tailored approach for each of our clients - developing bespoke programmes that answer their unique objectives, ensure their message reaches their desired audience and producing work that has the potential to drive positive change in the world.
While we consistently deliver ROI and surpass key KPIs, we are particularly proud of the way our impact goes way beyond traditional media engagement metrics. Our analysis and insight is cited at key moments, work referenced by the most influential and the perspective of our experts trusted by renowned media outlets to shape issues of global significance.
Our team of researchers, designers, producers, analysts, editors, developers, media strategists, project activation experts and many more consistently demonstrate business-value that goes beyond the bottom line and our role in helping drive conversation on issues that really matter.
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9
B2B: Content
Company
Fight or Flight
Client
Medius
Summary
Despite a huge rise in white collar fraud, many businesses still underestimate it. This was a challenge for Medius, a B2B provider of anti-fraud software to finance professionals. How do you sell fraud prevention to a buyer who thinks fraud is something that happens to somebody else?
The solution? A hard-hitting, moving story that was impossible to forget, in the form of a True Crime podcast, a mass audience channel most B2B brands would never touch. The podcast, Accounts Deceivable, examined the human cost of financial fraud, asking the question: what does it take to commit a white-collar crime? And what does it feel like for victims to lose millions of dollars of company money?
The True Crime format not only delivered a big audience for Medius’s messages, it also wrapped those messages in a compelling and addictive story, ensuring 89% of listeners listened right to the end.
Headline results?
- A top 150 Apple business podcast, ranking alongside CNBC and Harvard Business Review: an astonishing achievement for a niche B2B brand
- 23,500+ downloads, inside the top 20% of shows across all categories (not just business)
- 96% of audience featured within key markets of UK + US
- Average episode consumption of 89%
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Company
Wunderman Thompson
Client
Dassault Systèmes
Summary
The construction sector is responsible for 39% of global energy-related carbon emissions. This industry knows it must transform, but doing so is another story. Too many stakeholders, time and delivery pressures, as well as budget constraints.
Dassault Systèmes offers a multi-functional B2B platform capable of gathering all construction players in the same digital environment to address the biggest environmental challenges they face. However, this was being communicated in a complex and technical way.
We created a powerful case study to show what the platform is capable of and that it is already possible to build more sustainably. To do so, we gathered a team of experts to reimagine a sustainable version of the Eiffel Tower only using the platform. The result is a complete and detailed building project that has the potential to inspire the sector to start building a better tomorrow.
The experts collaborated for 6 months to optimize every step of the construction process: ore extraction, materials, water and waste management, energy consumption, design, logistics, building, dismantling… We created a 5 episodes exclusive series and various contents (technical articles, data, interviews, construction trade shows) to document the whole project and highlight its game-changing results. It was a fresh, more human, and entertaining approach in a sector where B2B communication remains boring and conventional.
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Company
Gravity Global
Client
EDGE Strategy
Summary
Gravity Global was engaged by EDGE Strategy to raise the awareness of the company’s software solution in the highly competitive diversity, equity and inclusion space. The brief was not only to create noise around the solution that EDGE Strategy provides to help
organizations on their DE&I journey, but very specifically to build the profile of the CEO and
specific board members, and establish them as true experts in their field.
By devising a thought leadership strategy, with speaking events and op-ed opportunities, and redefining the client’s existing PR process for creating brand awareness press releases, we have delivered exceptional results, creating more than 30 pieces of original PR content that have in turn secured 405 earned mentions in publications from the Financial Times and European Business Magazine to DiversityQ and The Engineer, and a potential reach in excess of 143,000,000. In terms of the coverage attained, the client has enjoyed a 123% increase in positive media coverage YoY.
PR has also contributed to a wider campaign that saw Brand Searches up 75% YoY, and Brand Reach increasing by 155% YoY. There has also been three-fold increase in followers on social channels, using content generated by the PR team.
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Company
Stein IAS
Summary
Cushing’s Disease kills a million dogs each year, often because the symptoms go undetected. Luckily, Vetoryl, marketed by Dechra, is an effective treatment when diagnosis comes in time.
Dechra wanted to build an education campaign focused on detecting Cushing’s symptoms, that stood out against the serious and scientific sector norm.
A vet diagnosing Cushing’s is like a detective cracking a case. So, the Stein creative team saw an opportunity to create a spoof cop show, where the suspects were dogs hiding their Cushing’s symptoms.
The campaign was rolled out across Europe in eight languages, across multiple platforms, with an overall reach of 200,000 vets.
It was supported by an innovative online content experience, which was linked to in traditional and digital media.
This featured print trade ads, in-clinic leaflets and posters, emails, display banners on veterinary websites, organic/paid social posts, plus a PPC keyword structure and plan.
All materials directed vets to the content experience. This digital tool clearly laid out the possible symptoms and encouraged vets to investigate, play detective and solve a case of Cushing’s.
The market was awash with bland information delivered in reports and studies. This campaign had levels of craft and creativity that stood out in the veterinary world.
The result is a powerful communications strategy which is helping vets crack cases of Cushing’s across eight European markets and has taken Dechra’s marketing to new levels of effectiveness.
The campaign generated an immediate ROMI of 12:1, and an annual revenue run rate of €37.3M/$39.7M.
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Company
FT Longitude
Client
Fujitsu
Summary
We’re on a deadline to save the planet – and we can’t do it unless businesses become more sustainable. But many companies aren’t sure how to marry sustainability with profitability.
In 2021 Fujitsu launched new brand Fujitsu Uvance, offering digital services to help businesses transform sustainably.
To raise awareness, Fujitsu needed an engaging thought leadership campaign that could cut through a noisy market.
The objectives:
Position Fujitsu as a leader in sustainability transformation
Acquire and engage a wider audience of C-suites
Get them to see Fujitsu in a different light
An FT survey revealed a business “sustainability gap”. Using survey insights, the FT and Nikkei created a distinctive global thought leadership content campaign, amplified with live events.
Not only did this campaign boost brand consideration by an astonishing 81% – unusually, it also enabled Fujitsu to form valuable, immediate new business relationships.
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Company
Travelport
Summary
We put Travelport+ to the ultimate test by seeing if it could get British adventurer, Jamie ‘Adventureman’ McDonald, to the New 7 Wonders of the World in less than 7 days using nothing but public transport. Six days, sixteen hours and fourteen minutes later, we had our answer: yes! And a new official Guinness World Record was set!
The trip involved travelling across 4 continents, flying on 13 planes, and riding in 16 taxis, 9 buses, 4 trains and 1 toboggan. That’s 43 individual pieces of public transport that all needed to go smoothly or be managed live – all at a time when global travel was still recovering from the impact of a global pandemic.
On 11 May 2023, we shared a dramatic video (https://shorturl.at/bfAZ1) teasing the challenge on social media.
On 16 May 2023, the full campaign launched:
- Content went live on our campaign hub (https://www.travelport.com/7wonders).
- Hero video was shared across our social channels.
- Supporting videos were shared.
- A press release and b-roll footage was distributed to media.
- Paid promotion went live.
- Commercial teams equipped with sales materials.
The campaign has become the most successful ever.
- New business leads up 70% month-on-month.
- Hero video viewed 1,547,565 times on YouTube alone.
- Visits to Travelport+ page increased by 40% month-on-month.
- 628 articles and 2,163 broadcast airings with total reach of 3.4 billion.
- Internal content viewed 94,062 times by employees and has had 7,940 reactions and 765 comments.
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Company
Deloitte UK
Summary
It’s not often B2B brands finds themselves competing with some of the biggest personalities in the UK and soaring up the Apple and Spotify podcast charts, but with our multi-channel campaign for The Green Room, that’s exactly what we achieved.
There’s never been more need for business to play a positive role in the world. Investors increasingly expect it. Employees demand it. And society is looking to business to make a difference on the things that matter.
If business shapes the world, Deloitte’s role is to help shape business. And with our multichannel campaign for The Green Room podcast, that’s what we set out to do.
The Green Room tackles the questions that matter most to business. From climate and technology to the future of work and inclusion, our podcast is the perfect platform for sharing insight and inspiration from leaders and experts making positive change.
With the pod at its heart, we created a multi-channel campaign to raise awareness of The Green Room and position Deloitte around the issues that matter. Through out of home ads at major UK train stations and the London Underground, audio ads on radio and other podcasts, a targeted LinkedIn and social campaign where we segmented audience by values and interests and harnessed employee advocacy. The Green Room soared to #6 on Apple podcasts and #5 on Spotify and, in doing so, we found ourselves in contention with such names as Steven Bartlett and Martin Lewis.
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Company
HH Global (formerly, Purple)
Client
Kyndryl
Summary
Driving cyber-risk home
From the Michelin Guide to the Guinness Book of Records, the best content marketing has always been educational and practical. So, when Kyndryl needed to convince one of its key client accounts about the importance of cyber-resilience – and their expertise in the area – it didn’t just send another email or a brochure.
Together with Kyndryl, we set about creating a realistic simulation of a cyber breach for senior leaders at the client’s own offices. This was supported by a comprehensive range of content deliverables. We expertly scripted, filmed and produced convincing video calls and news bulletins, capturing the authenticity of the scenario. Furthermore, we recorded realistic voicemails from stakeholders and customers, carefully crafted compelling emails, and generated engaging social media feeds. Through this immersive content, attendees became aware of the need to protect their company from fictional reputational and financial harm.
This escape-room-style activity effectively underscored the value of security and resilience. To amplify the impact of the session, we prepared a practical post-event report.
It successfully elevated Kyndryl to a strategic advisor in the eyes of the client. This then paved the way for Kyndryl to reinforce relationships, nurture the sales pipeline, and cultivate growth.
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Company
Redwood BBDO
Client
Thredd
Summary
The fast-moving pay-tech category — and financial services landscape — is competitive as it is complex. Standing out is no mean feat. This was the challenge facing Global Processing Services (GPS), who sought our help in launching their new brand, Thredd, and creating a new editorial strategy.
We developed a platform, Weaving Payments Magic, and accompanying story that could play out above-the-line at launch and deep below-the-line for years to come. And gave us the opportunity to inject personality — something competitors lacked.
Alongside a series of stop motion films that reveal the magical powers of Thredd hiding in plain sight, we worked with journalists and subject matter experts to produce a series of guides and jargon busters, and an interactive tool that helps navigate Thredd’s offering and generates Sales leads.
Finally, we developed Unstitched, a platform for thought leadership and the practical help that payment programme leaders actually need. Quarterly Editorial Boards connect Sales and PR, to align content with commercial priorities — enabling us to focus on creativity and effectiveness. So far, we’ve produced ‘cheat-sheets’ for specific customer use cases, and applied a creative twist on SEO with the ‘Tea Breakdown’ challenge — that asks Thredd’s team to bust jargon quicker than it takes to make a cuppa. We also developed an interactive quiz, tackling some common fraud protection myths.
The results have been magical: Our videos earned 1.2m views and >91K engagements, web traffic increased 300%, and form submissions increased 900%, including an 1000% increase in MQLs.
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3
B2B: Copywriting
Company
Stein IAS
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Summary
Cushing’s disease kills a million dogs each year, often because the symptoms go undetected. Luckily Vetoryl, marketed by Dechra, is an effective treatment when diagnosis comes in time.
Dechra wanted to build an education campaign focused on detecting Cushing’s symptoms, that stood out against the serious and scientific sector norm.
These symptoms include excessive urination, insatiable hunger and constant panting, creating the potential for that all too rare commodity in B2B marketing: humor.
Their plan was to employ a storytelling approach, using a spoof cop show, where the suspects were dogs, hiding their Cushing’s symptoms.
The ‘Suspecting Cushing’s’ campaign used the power of copywriting to create a charming and highly amusing story, reminiscent of the Scandinavian and British cop shows that the European audience can’t get enough of.
Blending sharp wit with canine cuteness, the writers explained this deadly disease by having a detective, Ivana Lead, interview dogs who were trying to hide their symptoms.
This story-led campaign was driven by clear, compelling copy to guide the audience on their own detective mission. The writers created a full range of executions, from print and online ads to the web experience, where the videos played the key role.
The fact that all of these were highly effective when translated into eight European languages provides further evidence of the universal value of humor in B2B marketing and the exceptional quality of the writing.
The campaign generated an immediate ROMI of 12:1, and an annual revenue run rate of €37.3M/$39.7M.
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Company
True
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Summary
Executive Summary
In a stressed market, where retailers were feeling the effects of an economic slowdown, KPMG ran a campaign to relaunch its Consumer Advisory Services – its range of consultancy services that support consumer-facing businesses with everything from consumer insights to cost restructuring and supply chain optimisation.
Known for more traditional accounting and audit services, KPMG had restructured its consultancy offering for consumer businesses and relied on this campaign to build trust and affinity with organisations that would not typically consider KPMG as a strategic advisor. And it did.
How?
- We went against the grain in professional services by focusing on memorable advertising rather than thought leadership.
- We used the conceit of a KPMG product range, echoing the design style and language of consumer advertising to showcase KPMG’s consumer advisory services.
- We demonstrated that we understood consumer businesses rather than saying it, with the aim of raising a wry smile and a sense of recognition/kinship.
In doing so, we:
- Drove unprecedented reach (9 million impressions) and engagement
- Achieved CTRs 480% higher than industry benchmarks
- Achieved website traffic targets three weeks into a five-month campaign
- Increased opportunity volume by 11%
- Increased the value of new project opportunities by 68%
Longer-term, and even more importantly, we established an effective strategic campaign platform for KPMG Consumer Advisory Services that can be leveraged and built upon for years to come.
Client
KPMG
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Company
Mower
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Summary
At award shows, the creative is the hero while other departments hardly receive a mention. When it was our turn to come up with the theme of our region s AAA Awards, we wanted to change that by finding a way to celebrate everyone who plays a role in coming up with a killer idea. We framed the show as a murder-mystery, made the best-in-show work the “killer” and launched a relentless search to find out whodunnit (who did the work, that is). To create our cast of characters, we identified employees from different agencies across our advertising community and partnered with photographer Luke Copping to bring them to life. For the night of the show, we even hired a
professional actor to MC as a detective.
Client
American Advertising Federation Buffalo
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7
B2B: Data and Insights
Company
B2B International
Client
LinkedIn
Summary
B2B technology brands power much of the world economy, and now a creative revolution is underway: 81% of senior B2B marketers believe that their creative campaigns rival consumer brands.
LinkedIn sits at the heart of this revolution. A trusted partner to B2B tech clients, we're constantly innovating, through our digital advertising offering and our marketing, to help them reach audiences more creatively and effectively.
That’s why when the EMEA Tech Marketing team was planning its 8th Annual Tech Buying Survey (Tech Buyer report), we wanted to shake things up. While the report had led the market when launched in 2015, the formula was becoming repetitive, and sales wanted a more innovative and practical tool to drive meetings. The result is the Brand to Buyer report, bringing a twist to the tried and tested formula.
For the first time, we simultaneously surveyed (with B2B International) tech buyers and marketers to uncover whether the two matched up. We unapologetically prioritised brand at a time when lead generation was coming to the fore. We went further than many reports, including actionable recommendations for brands.
Overall, we wanted to offer our clients a refreshing piece of thought leadership that would inspire them to think differently about their creative and strategic marketing processes.
Launched with a global and regionalised campaigns including exclusive client previews, a series of global events, email marketing campaigns, a blog series and LinkedIn advertising, the report succeeded in its objectives, and exceeded targets for event attendees, sales meetings and digital engagement.
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Company
Bloomberg Media Studios
Client
DBS Bank
Summary
Small and medium-sized enterprises (SMEs) present one of the biggest sustainability challenges in the world. They form the backbone of the global economy, accounting for 90% of businesses and more than half of employment worldwide. Yet many lack access to the financing, technology, and expertise required to embrace sustainability.
DBS partnered with Bloomberg Media Studios on a campaign called Catalysts of Sustainability to answer three questions: Where are SMEs on their sustainability journey? What do they need to succeed? And how can banks help? Our data science & insights team surveyed a total of 937 business decision makers from five industries across China, Hong Kong, India, Taiwan, Indonesia, and Singapore to answer those questions.
Bloomberg Media Studios turned the research results into a compelling e-book and immersive hub on Bloomberg.com. The e-book explores the trends and barriers that SMEs face in the journey, the strategies they need and how best to implement them, and the supportive role that banks can play. And the immersive hub provided a short-form, interactive version with key research findings for maximum engagement.
We launched the Catalysts of Sustainability e-book at DBS’s SG Disrupt event, where John Phillips, Executive Editor of Bloomberg Media Studios, led a panel discussion about sustainability with SMEs. Catalysts of Sustainability became a tool for SMEs and a platform for DBS to have meaningful conversations with current and prospective clients. Most importantly, a post-campaign effectiveness study found that several SMEs used the e-book to make informed decisions around sustainability.
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Company
Mower
Client
First Energy
Summary
Drone demand is growing at an explosive rate. Ownership has accelerated due to the FAA granting hundreds of new exemptions to operate drones.
This loosening of regulations is compounded by a lack of education. FirstEnergy knows how essential drones can be for their business, their communities and customers. They also know how dangerous power lines and electrical equipment are to drone operation. Because these accidents can cause injuries, power outages, even death.
FirstEnergy needed to alert drone pilots of the dangers of operating drones near powerlines or other electrical equipment and educate pilots to avoid them. Success was measured by audience engagement and amplification of FirstEnergy’s commitment to safety.
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Company
EssenceMediacomX
Client
Google
Summary
According to the UN, it could take almost 300 years to achieve gender equality. With women’s jobs being 1.8x more vulnerable than men due to the pandemic, and gender having the most available data out of any under-represented group, the Google Ads team was determined to affect maximum change, knowing advertising and media has a part to play in breaking business stereotypes. EssenceMediacomX and Google collaborated to deepdive into gender inequality and how we want to affect change. As part of this, we did a forensic analysis of our data to understand how men and women interact differently with our ads, and out of this a strategic plan was developed.
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Company
Transmission
Client
Henkel Adhesives Technologies
Summary
Henkel Adhesives Technologies is the world’s leading adhesives producer. It’s often several times larger than its main competitors but in certain industries, the business’ market share fails to reflect that fact – making expansion ripe with opportunity.
As a traditionally Sales-led organisation, Henkel had never relied on Marketing to generate leads. We were brought in to help transform the way its B2B marketing business unit marketed into large businesses by running an initial 1:1 pilot programme targeting one of Henkel’s existing customers, Cisco.
But rather than simply working to our brief, we consulted with Henkel to show how vertical-focused 1:Many/1:Few motions could not only complement a 1:1 programme, but also be replicated across other Henkel Adhesive target verticals over time.
This methodology meant that Henkel could target and market to a wider set of accounts, allowing for the repurposing of vertical-focused content and messaging for direct 1:1 ABM programmes. It would also build efficiency and scale into its programmes from day one, creating an ABM playbook applicable to other verticals whenever necessary.
Supporting these goals was deep audience research that allowed us to use tailored insights to bring – for Henkel – an unprecedented level of personalisation and quality to content, clearly demonstrating the business’ understanding of its audiences through high-value customer experiences.
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Company
McKinsey Global Publishing
Summary
The team at McKinsey created an interactive research project highlighting, using granular details and data, the progress in human development in terms of health and income over the past two decades, and what could be done to further improve that.
To do so, we created a video where one of the article’s co-authors used interactive data visualizations to introduce the main points of the project’s findings. Then we divided the research into six chapters, with each chapter further explaining the main points of our findings.
Since our interactive project was first published in December 2022, it has attracted tens of thousands of readers, and the introductory video has attracted at least 3.5 million views on YouTube. This interactive project has also introduced a growing number of audiences to how McKinsey can help leaders achieve sustainable, inclusive growth.
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Company
Intercept
Client
HP
Summary
Challenge
Companies today have access to a plethora of "as-a-service" solutions, accelerating innovation but also leading to a surge in subscriptions and ballooning costs. HP recognized this challenge as an opportunity and introduced the HP Subscription Management Service to help organizations optimize their cloud subscriptions effectively. They needed a launch campaign to secure market traction.
Approach
We took a data-driven approach, analyzing HP customers and leveraging software usage insights, buying intent data, and D&B audience research to identify our target audience.
We employed a multi-channel strategy to engage our audience, leveraging display, search, YouTube, content syndication, and publisher-direct media buys. Leads were nurtured through automated email campaigns and handed off to sales once they showed interest.
Results
179% of lead generation target attained
2x email open rate compared to industry average
7x click-through rate compared to industry average
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8
B2B: Demand Generation
Company
FINALLY Agency
Client
Kingsbury
Summary
Kingsbury is a machine supplier dominating the UK manufacturing market. Their engineering audience is very comfortable with buying single spindle machines, or sliding head lathes, that make tiny parts for manufacturing giants like Rolls Royce and Boeing, but there was a shift in the European engineering market that was yet to make waves in the UK.
Enter multi-spindle machines from INDEX Traub - the cutting-edge, precision CNC machining solution that has boosted the productivity and performance of their audience's continental competitors.
The adoption of multi-spindle machining across Europe has unleashed enviable results for manufacturers brave enough to commit. From reduced machine downtime, slashed material waste, and sizeable savings per part produced, to impressive yields in part reliability, durability, and machining performance.
To get UK manufacturers thinking differently about their machining capabilities, FINALLY Agency delivered an education-led multi-channel demand generation campaign designed to educate the subcontractor market on the benefits of the multi-spindle machine. Audience objections and reservations were faced head-on, through a series of seminars, whitepapers and blogs.
Kingsbury had a huge goal - sell three multi-spindle machines within the year. With the help of FINALLY Agency’s marketing campaign, they sold three, leading to a significant increase in revenue for the client and a lasting interest in the UK market for multi-spindle machines.
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Company
Transmission
Client
Henkel Adhesives Technologies
Summary
Henkel Adhesives Technologies is the world’s leading adhesives producer. It’s often several times larger than its main competitors but in certain industries, the business’ market share fails to reflect that fact – making expansion ripe with opportunity.
As a traditionally Sales-led organisation, Henkel had never relied on Marketing to generate leads. We were brought in to help transform the way its B2B marketing business unit marketed into large businesses by running an initial 1:1 pilot programme targeting one of Henkel’s existing customers, Cisco.
But rather than simply working to our brief, we consulted with Henkel to show how vertical-focused 1:Many/1:Few motions could not only complement a 1:1 programme, but also be replicated across other Henkel Adhesive target verticals over time.
This methodology meant that Henkel could target and market to a wider set of accounts, allowing for the repurposing of vertical-focused content and messaging for direct 1:1 ABM programmes. It would also build efficiency and scale into its programmes from day one, creating an ABM playbook applicable to other verticals whenever necessary.
Supporting these goals was deep audience research that allowed us to use tailored insights to bring – for Henkel – an unprecedented level of personalisation and quality to content, clearly demonstrating the business’ understanding of its audiences through high-value customer experiences.
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Company
Ledger Bennett
Client
GE Digital
Summary
GE Digital had a compelling story to tell about a leading global issue – the energy transition – and how their digital technology accelerates progress. To reach their audience in the Power Generation and Oil & Gas industries, they needed to stand out from a crowd of greenwashing messages and uninspiring technology visuals. Ledger Bennett developed an integrated demand generation campaign based on a creative concept that was unique, believable, and resonant. The approach was designed to create engagement with their thought leadership around the energy transition, including accelerating decarbonization and renewables, and to drive interest in their industry-leading software for asset management, power fleet orchestration, and remote operations.
Results: Delivering on Creativity and KPIs.
The standout creative concept and integrated lead generation approach moved the needle significantly in several key performance indicators including: - 48% increase in marketing sourced pipeline - 94% conversion from SAL to SQL - 23% engagement increase from digital activity - 2x more traffic to the website - 83% increase in value of website-sourced or influenced SQL amount - 318% increase in number of sourced or influenced SQLs from ungated assets - 35% growth in opportunity value linked to demos.
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Company
Smartsheet and Octopus Group
Client
Smartsheet
Summary
Founded in 2005, Smartsheet is a project and work management platform, enabling teams to manage projects, automate processes and scale programs. By 2022, as businesses were seeking ways to transform operations from the inside, Smartsheet needed a multi-channel campaign that could show new and existing customers why it was the tangible solution to help them do so. In different campaigns through 2022/23, Octopus Group worked with Smartsheet to drive brand awareness and uptake of its SaaS offering.
We achieved this by tapping into the ongoing challenges and insights of Smartsheet’s key audiences. We capitalised on the buzz of Formula 1; identifying a shared insight from its lead audience and activating its new sponsorship package with McLaren Racing. We showcased Smartsheet’s thought leadership voice across different verticals, highlighting how Smartsheet solves key challenges in modern work.
We established the strongest insights, spotlighted real stories, presented consumable content that challenged readers to reflect on what modern work means to them – and their people. All with the end goal of getting the Smartsheet brand into important business conversations, capturing leads to enable further conversations and expansion of our customer base.
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Company
MRM
Client
myCoke
Summary
Several years ago, Coca-Cola introduced an e-commerce platform called myCoke to make ordering Coke products from regional, independent bottlers easier for retail outlets. However, there wasn’t much demand and many retailers were still ordering from their bottlers via phone. Data revealed that using myCoke three times led to higher loyalty and larger orders. How could we increase myCoke’s demand, double the platform’s revenue, and increase average order amounts?
Our research surfaced two insights: retailers needed easier business operations and their bottler relationships were key. The strategy was built around a winning formula: Coca-Cola/bottler partnership + consumer demand insights + personalized content = myCoke loyalty. An omnichannel demand generation campaign, centered around a personalized email program, provided insights, order reminders, service communications, and promotions. Additionally, multivariate testing, digital channels, and the active participation of Coca-Cola and bottlers were key to success.
The omnichannel demand generation exceeded every objective. We doubled 2021 annual revenue and surpassed our target by 20%, while increasing average order value by 6.8%. We increased the number of unique retailers coming to the myCoke platform by 30%. Purchase conversion increased 4.9 points YoY to almost 40%. Email-attributed revenue increased 40% YoY — a particularly difficult feat because the analytics window for email-attributed revenue is only 30 minutes. And we achieved marketing-at-scale – we doubled the number of email deployments while avoiding negative impacts to open, click, and conversion rates.
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Company
Intercept
Client
TD SYNNEX
Summary
Challenge
Managed Service Providers (MSPs) play a crucial role in helping businesses manage their IT infrastructure. With the rise of the cloud, MSPs needed to evolve from traditional server setups to become experts in selling and supporting cloud solutions to remain relevant. TD SYNNEX, a technology distributor, aimed to win new MSPs and encourage existing ones to increase their cloud license purchases.
Approach
To attract new MSPs, a 7-step guide was created to support them in building a profitable cloud practice. Using intent data, the guide was promoted through programmatic display, LinkedIn, and search. Interested MSPs were placed into an email nurture program where TD SYNNEX sales reps established connections.
For existing MSPs, a webinar was hosted in partnership with IT World Canada, featuring a Microsoft cloud expert discussing the latest trends and strategies to scale their cloud practice. MSPs received mass email invites and personal invitations from account executives. Webinar attendees were then nurtured via email, with sales engagement based on their level of interaction.
Results
3X the net new MSP acquisition target
1.6X the existing MSP engagement goal
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Company
Iris Germany
Client
Samsung Knox
Summary
Global publishing businesses face huge challenges as readers switch from print-based subscriptions to free digital channels. But Samsung Knox has the solution: A customised tablet that facilitates a completely revolutionary digital subscription model.
Our challenge? Roll this new model out to enterprise-level publishing houses across the world. Ignite a revolution in the way that subscribers consume daily news – and revitalise the futures of global media giants.
We developed an account-based experience approach which combines the power of marketing AND sales into one, taking personalisation and uniquely motivating messaging to a completely new level. All campaign assets, such as social ads, videos, landing pages, content hubs and a carefully orchestrated sequence of nurture emails were customised entirely to 5 of the UK’s largest publishing groups and titles.
We collaborated with state-of-the-art content syndication and ABM providers to generate highest quality leads. And we partnered with a top-tier global telemarketing agency to nurture leads, enabling Samsung’s sales teams to focus only on the hottest prospects.
The numbers exceeded our most optimistic projections:
- 350k + impressions amongst the UK’s top 20 companies in a highly saturated industry
- 2.5x higher CTR than industry average with account-based LinkedIn ads
- 7 out of 9 of the UK’s largest publishing groups are in sales talks with Samsung
- 5 out of 10 of the UK’s biggest news titles are also in sales talks
Now, thanks to our blueprint approach, we’re rolling out campaigns in seven more markets and two other key verticals.
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Company
MRM
Client
United States Postal Service
Summary
Today’s political strategists need voters to take action. They know how to use digital marketing channels to drive voter response, but don’t know how digitally connected direct mail can extend their marketing reach and motivate voters to act. During the 2022 election cycle, the United States Postal Service (USPS) needed to educate political strategists and campaign managers about the essential role direct mail plays in successful campaigns. The challenge: How could we increase political direct mail volume—and USPS revenue—over benchmarks set during the 2018 mid-term election cycle?
The solution: We made DelivertheWin.com work harder for political strategists by adding more utility, making it the ideal platform for planning and managing campaigns—from start to finish. To drive more people to DelivertheWin.com, we doubled down on campaign integration between USPS’s overall political mail strategy and every aspect of our campaign.
By providing exclusive, up-to-the-minute proprietary survey results on how voters respond to political advertisements as well as a strategy to capitalize on these insights—USPS set out to empower political consultants to successfully execute their campaigns at every stage of the voter journey.
Misson accomplished. We exceeded USPS political mail volume and revenue over the 2018 benchmarks. The campaign set a new record for midterm elections, with a 33% increase in volume and a 43% increase in revenue.
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7
B2B: Design
Company
McKinsey Global Publishing
Summary
Each year, our team at McKinsey Global Publishing publishes an end-of-year special feature that rounds up the top-performing content of the year, presented through state-of-the-art graphic animations, data visualizations, videos, and breathtaking photos.
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Company
Nelson Schmidt
Client
Kent Nutrition Group
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Company
Earnest
Client
Fujifilm
Summary
Data storage - full of creative potential? Hmm, I guess it's not a subject that immediately comes to mind. But when Fujifilm approached with the ambitious task of reframing Tape in the minds of IT buyers in North America, we lept at the chance.
The Built on Tape campaign completely broke the mould in the industry, a highly creative and interesting campaign that brought to life the exciting possibilities of an archival media that frankly many had forgotten about.
Whilst tape storage isn’t new, it’s been quietly improving and innovating in the background – providing some of the world's most innovative companies and ‘hyperscale’ data businesses with the critical archival solutions they need.
The Built on Tape needed to tell this story, in a way that had never been done before in the industry. And, it delivered!
Results at a glance
_25 qualified sales conversations
_49% increase in visits to site
_17.02% increase in CvR
_81% increase in CTR in programmatic
_27% increase in CTR in LinkedIn
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Company
The Marketing Practice
Client
Phonak
Summary
What image does ‘hearing aid’ conjure up in your mind? An old-fashioned lump of plastic in hospital beige? Think again. Modern, ‘in the ear’ (ITE) hearing aids are tiny, discreet and might even be mistaken for wireless headphones.
Phonak launched a new, improved ITE called ‘Virto Paradise’, which it hoped would revolutionise the industry. First, it needed to persuade hearing care professionals to recommend and fit their product. The challenge was that clinicians prefer to recommend the legacy style of hearing aid as they’re easier to model and quicker to fit.
To change perceptions, Phonak and The Marketing Practice drew on research insights – which revealed clinicians see fitting hearing aids as a skilled craft – to produce a standout creative concept. The creative was influenced by classical sculpture and portrayed the ear as beautiful and unique; positioning hearing care professionals as the skilled sculptors of ultra-modern hearing aids.
A series of social media posts and targeted email campaigns were developed to increase awareness and drive leads to a campaign landing page. Once there, the audience was served further information about best practices and benefits. The web capture form, email open rates and click-through rates, as well as the social media results, over-achieved both on specific campaign targets and average Phonak campaign benchmarks.
By rejecting the traditional stock imagery of happy customers and white-coated professionals, in favour of an insight-led creative concept, the campaign delivered success for Phonak.
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Company
Pravda A/S
Client
MBL
Summary
Introducing a new brand promise, “Part of your movement,” we created a corporate identity that reflects MBL’s constant push for progress, commitment to strong partnerships, and dedication to moving people for life. We helped MBL move from a supplier of parts – to a key player in pushing the wheelchair industry forward.
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Company
Prophecy, Prosek Partner's Branding & Advertising Agency
Client
Union Square Hospitality Group
Summary
Union Square Hospitality Group (USHG) is a portfolio of highly-regarded New York-based restaurant brands, plus consulting, investing, events, and catering services founded by Danny Meyer. As USHG expanded, its brand identity lacked the commitment to excellence that defines the brand itself. Simply put, the branding did not reflect the warmth, personality, or core values of its founder and his driving ethos.
We approached the rebrand as a mission to extend Danny Meyer’s “Enlightened Hospitality” across USHG’s branding and marketing. We wanted to capture the warmth, approachability, and imperfect quirkiness that are central to Danny’s guiding principles, while at the same time celebrating the neighborhood in which he first captured NYC’s attention: Union Square. The park is not a perfect rectangle, though what appears at first imperfect proved, ironically, to be the perfect inspiration for the rebrand. The new visual identity’s mark literally takes the shape of the park. Imperfect. Yet perfect.
USHG’s corporate brand overhaul exceeded expectations from the moment it launched. The modern approachability of the visual system ushered the parent company into the present while setting a strong tone for the future. The consistent treatment of all sub-brands connects each back to the parent company, bringing clarity to a very diverse offering set. Through a simple, organic shape, USHG’s history, tradition, and track record of extending enlightened hospitality to all has been made apparent.
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Company
The Marketing Practice
Client
Nutanix
Summary
This is the story of how a team produced a brand identity as flexible as the product offering it serves. Of a rebrand driven not only by marketing but by sales, product, customer success and HR. Of how Nutanix set sail from a sea of supplier sameness towards a new horizon.
Erstwhile challenger brand, now established cloud technology player, Nutanix, saw a chance to grab market share through a new brand identity. A brand with more gravitas would help it sit comfortably alongside larger, heavyweight competitors. A brand that communicated the simplicity of its evolved product offering would attract more customers. And a timely launch could capitalise on market uncertainty triggered by a major competitor getting bought out.
Working alongside their agency, The Marketing Practice, the Nutanix marketing team ran a branding project that brought disparate divisions and regions together. The insights led to the creation of a new brand identity centred around the ‘Nexus’; a flexible brand device that embodied Nutanix’s antidote to data complexity.
The design was purpose-built to be straightforward to deploy by the small in-house marketing team, and remain consistent when in the hands of their many external agencies. A simple black, white and purple colour palette helped it stand out from everyone else in the market, and added gravity and polish.
The new identity has rescued Nutanix from the sea of sameness. It has received an enthusiastic reception from the market and boosted brand awareness, demonstrated via a 3% uplift in share of voice.
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8
B2B: Digital
Company
Accenture
Summary
Staying ahead of change just got easier.
With the Accenture Foresight App, people in business can prepare for what’s to come in their industry, getting the latest data and insights from business leaders and subject matter experts.
The Accenture Foresight app is an all-industry resource for anyone to find our latest thinking and research on a wide range of topics, helping them to create value from the changes disrupting their industry.
Accenture Foresight offers a personalized and self-service way for users to continually engage with us and provides a differentiated, world-class mobile experience. They can read, watch or listen to our Thought Leadership content as well as interact with and participate in what they see.
Why we made it: Thought leadership is one of the most important ways Accenture drives engagement, consideration and preference with clients. Our clients now expect to consume content on mobile in very different ways that suit their personalities, and their professional and personal lives. We are positioning Accenture Foresight as the preferred mobile app for thought leadership consumption.
Key features: Human and AI-based curation + personalized content. Differentiated features like our skimmable formats and 15-minute live, rapid-fire digital events allow users to learn their way: read, watch, listen.
Key result: #1 app store ratings vs. competitors.
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Company
Theorem
Client
UL Solutions
Summary
Underwriters Laboratories (UL) is a global not-for-profit safety science leader that supports manufacturing companies with testing, inspection, and certification services. This vital support facilitates conformity to compliance regulations and promotes a focus on product innovation.
The business identified a trend within the Plastic Manufacturing sector, in the realm of Additive Manufacturing (AM) or 3D printing - a shift from its initial role in prototyping to its growing acceptance in smart factories for full-scale production. This crucial development supports sustainability by minimizing material waste and enhancing the efficiency of design and production processes.
UL identified a significant gap in the market and launched its proprietary Blue Card Certification aimed at verifying the safety and performance of 3D-printed materials.
They tasked Theorem with goal of establishing UL Solutions as the authoritative hub for information on AM certification.
Theorem’s objective was to design and manage a meticulous awareness campaign that connected with the additive manufacturing sector to inform, educate, and inspire customers about UL's Blue Certification for Additive Manufacturing.
Despite a modest budget of $50,000, a short time frame of 45 days and targets within the B2B industry sector - known for its long lead times - the campaign was so successful that it transitioned from an awareness raising exercise to a lead generation strategy. The outstanding engagement metrics, featuring an impressive 5% click-through rate signalled a high level of interest and active participation.
The LinkedIn campaign exceeded expectations reaching 1.14M users and generated over 10.8M impressions with 30.6k clicks, generating 115 leads.
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Company
Jacob Bailey
Client
Redwood Collections
Summary
Debt collection services are highly charged with preconceived ideas. For many, their first thought is a bailiff hammering on a front door – as we’ve all seen in programmes such as ‘Can’t Pay? We’ll Take It Away’. For Redwood Collections (Redwood), this means their prospects are concerned about their reputation, client relationships and the stress of pursuing debts.
In 2021, we developed a brand strategy for Redwood built around the proposition of ‘Grow Stronger’, positioning them as professional and diligent financial services experts, helping businesses recoup lost revenue. The next task was to amplify their brand positioning, establish Redwood as a thought leader in their space and generate sales leads.
Our core strategy was to make Redwood the go-to website for anyone looking to find out more about B2B debt collection. We used a ‘They Ask, You Answer’ approach to content creation and created a paid search and display advertising campaign to amplify brand awareness and drive conversions online. The ‘Grow Stronger’ messaging and the brand’s strategic emphasis on a customer-first approach was placed front and centre to differentiate.
Organic and paid activity has transformed Redwood’s business operations. Our campaign has also enabled channel shift from traditional telesales to digital allowing a focus on growing existing client accounts and driving recurring business at Redwood Collections.
This campaign activity is proven to have driven valuable sales leads and shows a marketing return on investment of 3:1 and has contributed towards a 512% increase in web traffic.
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Company
Wunderman Thompson
Client
Dassault Systèmes
Summary
Every household item carries an ecological impact, magnifying at the scale of homes and cities. Hence, the Home & Lifestyle industry must rethink its approach to create eco-friendly products.
Dassault Systèmes set out to demonstrate that their tools could revolutionize the production of low-carbon footprint home goods. They devised a BtoB digital experience called the "POSITIVE HOME PROJECT," featuring a virtual house equipped with products designed using the Dassault Systèmes 3DEXPERIENCE Platform, touted as the world's most sustainable house.
Industry professionals were invited to explore this virtual house, tracking the design of everyday products. Collaboration with designers, engineers, data, and simulations led to improvements in each product component.
An immersive website allowed visitors to explore the virtual house and its eco-friendly products. Video content and interviews were shared on social networks and at B2B trade shows. Additionally, a webinar with Dassault Systèmes experts delved into technical aspects.
The impact was substantial, with 189 million impressions and engagement from over 50,000 professionals. The launch exceeded awareness targets with 410,000 site visits. The site's exceptional user experience garnered accolades, winning a CSS Design Award and FWA of the day.
In summary, the "POSITIVE HOME PROJECT" highlights the potential of sustainable design and production, guiding the Home & Lifestyle industry toward a greener future.
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Company
SAS Software Limited
Summary
> Embracing new and innovative digital tactics is crucial for every organisation to cut through the clutter in today’s crowded advertising marketplaces.
>To truly achieve one-to-one digital ABM, the SAS marketing team came up with an innovative idea of an account-specific hub page, known as the knowledge hub for these strategic accounts.
> Each knowledge hub is a fully personalised webpage exclusive to the account (i.e., the content, look and feel and even the tone of voice is fully customised to the customer).
> These were promoted via innovative one-to-one personalised advertising on paid-social channels. The social tiles, the ad copy and the ad headlines are all customised to the account - speaking directly to them and helping advertising stand out on the target persona’s feed
> As a result:
- Y-O-Y +52% time spent on these hub pages compared to the website average
- Great ad CTR
- Ad engagements from key decision-makers
- Y-O-Y +90% uplift in the sourced pipeline
- Y-O-Y Leads created 1,700 vs. 1,100 (+35%)
- Y-O-Y New email registrations: 8,500 vs. 6,600 (+28%)
- Over 250 sourced opportunities YTD
- Increase in inbound enquiries, as a direct result of hub interactions
> This project is also a shining example of true cross-geo, cross-team collaboration. From go-to-market, digital marketing, content and creative and marketing science teams, there are over 50 marketers associated with this programme.
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Company
Stein IAS
Client
Paper and Packaging Board
Summary
To launch their ‘Box to Nature’ program at Pack Expo, the Paper and Packaging Board (P+PB) wanted to activate a B2B audience campaign to educate consumers, encouraging them to recycle the right way every time. The program involves putting an inspirational mark on the box, including a QR code that leads to a digital, educational experience focused on recycling.
At a massive trade show attended by over 45K people, the brand wanted to execute a high-impact idea that would succeed in generating awareness and momentum. P+PB’s presence at Pack Expo, the largest industry event in the United States, gave them exposure to all the manufacturers and many of the brands they were targeting – and the objective was that the event experience would bring those brands to P+PB.
Playing off the expo’s theme, Pack to the Future, we built a to-scale cardboard DeLorean and placed it in a fully recyclable, corrugated booth. We also created – from the ground up – a VR experience that put attendees in the driver’s seat and sent them to a sustainable future made possible by the program’s efforts. The five-minute experience starts in the driver’s seat of our corrugated car. A mad scientist appears as a hologram to transport people through a wormhole to a sustainable future and explain why brands should put the ‘Box to Nature’ mark on their boxes.
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Company
Amigo Partnership
Client
Basware
Summary
Sometimes being a market-leader and category inventor isn’t enough. Basware face finance industry behemoths. But they are game-changers. Their latest invention is Touchless Invoice Processing (TIP). It uses AI and machine learning to remove mundane tasks from finance teams. The result is increased productivity. High-performing finance teams deserve high-performing technology. Basware give it to them. But how could they create cut-through against their bigger-spending, big-brand competitors? In the autumn and winter of 2022, this was our task. Basware’s demand generation work needs to be as brave as their products are brilliant. They need pinpoint strategy, excellent creative and surgical campaign activation. To launch TIP, we had to position Basware as a radically effective, new invoice processing solution and drive demand from new and existing customers around the world. The campaign needed to be simple and flexible and able to resonate with existing and new customers, worldwide. We took the core idea of being “Touchless” and made it human. Basware helps create “Untouchable” finance teams because at the pinnacle of anything, you become untouchable. When combined with a product, practical or emotional benefit we could deliver messages that showed true understanding of any given audience’s needs and wants, simultaneously demonstrating the tangible benefits of TIP. The results? In a word. Brilliant. The “Untouchable” campaign delivered:
1. 5 x warm leads volume
2. Double value of sales qualified leads
3. Double the target lead volume in the top priority region, North America.
4. Now that’s what we call “Untouchable” results.
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Company
Nucco - A UNIT9 Company
Client
UBS Asset Management
Summary
UBS Asset Management wanted to raise its profile amongst institutional and professional investors, who did not see the business as an innovative pioneer of sustainable ETF and rules-based investment products.
The brief required raising awareness across 21 markets, to a diverse audience with a wide range of investment maturity. As such, we created a segmented approach that addressed their differing needs using three segments - Emergers, Developers and Leaders.
With these audiences in mind, we developed a "through the funnel" creative campaign that worked from a high-level concept of “Investing in Progress”, to content for the different needs of our segments - ranging from high-level brand films, through white papers and even edutainment with ‘next level’ expertise.
The digital campaign included circa 65 messages and executions for paid media, alongside podcasts, video content, and design support for UBS internal content teams.
The campaign smashed expectations, with paid executions significantly outperforming comparative financial sector campaigns. With CTR’s 2.5 times benchmark, alongside category-leading viewability scores.
Independent qualitative research also summarised the creative as “The sense of UBS as an agency of change - as central to the solutions to global problems – committed to progress and to building brighter futures – and was widely recognised and appreciated.”
The research added, “The simple modernity underscores UBS’s commitment to progress against the grey of the “old world establishment”. A central point to achieving the brief of raising awareness of UBS Asset Management as a pioneer and innovator in sustainable investing.
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0
B2B: Digital Transformation
Unfortunately, the judges didn't think the entries in this category reached the standard they were looking for and therefore have not given any nominations. We can't guarantee feedback on specific entries but if you would like to know more about the judging process then please let us know.
3
B2B: Disruption
Company
Media.Monks
Client
J.P. Morgan
Summary
The B2B payments industry has a huge blind spot. In a rapidly accelerating business world, the focus has been on FinTechs. They move fast, break things, and make payments even more transactional. This focus created a false binary, where seemingly the only possibility is either the promise of agile disruptors or the safety of legacy banking institutions. This is where J.P. Morgan sits—a global banking leader, renowned for two centuries of building relationships and solving clients’ thorniest challenges. But under this binary, our B2B audiences devalue our strengths and discount our innovations from prior years. So to reframe the industry, we started with a forgotten yet fundamental truth: payments are more than transactions. They are messages. Every payment says something more; about the sender, the receiver, and the connection between the two. And J.P. Morgan Payments speaks and can translate this “language” of payments better than anyone. We brought this truth to life in the Payments brand’s first global creative platform: Every Payment Speaks Volumes, launched to attract audiences beyond the Treasury and position the brand further in front of the C-Suite. J.P. Morgan showed up unexpectedly in their worlds— at high-profile financial conferences and through novel partnerships with Formula 1’s Miami Grand Prix, Conde Nast’s Wired magazine, and the newest Transformers film. Our reframe resonated significantly: we improved Awareness (+15%), Consideration (+21%), and Intent (+20%). Best of all, we improved J.P.
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Company
Mower
Client
First Energy
Summary
Drone demand is growing at an explosive rate. Ownership has accelerated due to the FAA granting hundreds of new exemptions to operate drones.
This loosening of regulations is compounded by a lack of education. FirstEnergy knows how essential drones can be for their business, their communities and customers. They also know how dangerous power lines and electrical equipment are to drone operation. Because these accidents can cause injuries, power outages, even death.
FirstEnergy needed to alert drone pilots of the dangers of operating drones near powerlines or other electrical equipment and educate pilots to avoid them. Success was measured by audience engagement and amplification of FirstEnergy’s commitment to safety.
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Company
The Croc
Client
ABAX
Summary
“He’s just had a heart attack!”
“He’ll have another one when he finds out all his equipment has gone.”
Equipment tracking firm ABAX helps construction firms prevent theft. But hard to reach and harder to impress, how could we connect with
the UK’s builders?
Ironically, the best way to get a builder to take something seriously is by making them laugh. The hero stunt in the series, hosted by construction influencer Ryan Belcher, sees a builder lose their entire inventory overnight. Then, the next day, mid-meltdown, all the drama is resolved by ABAX, which instantly locates the equipment via GPS.
When You Don’t Use ABAX is one campaign that can’t be accused of this. Entirely influencer and UGC driven, it shows the wonderful things that can happen when B2B brands properly embrace the rich opportunities this new media provides.
In spite of the stratospheric success of B2C brands on the platform, the B2B market has been slow to grasp the opportunity provided by TikTok, or the explosion of short-form content and the new generation of stars and influencers that have risen with it.
With an incredible 51m impressions, 23m video views and 316k click-throughs as well as +195% increase in web visits, our campaign totally changed the B2B marketing game.
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7
B2B: Emotion
Company
Walker Sands
Client
Amazon Business
Summary
Amazon Business is committed to the growth of small businesses and is invested in providing educational resources and grants to help small businesses grow. To demonstrate that commitment, the company launched its inaugural Small Business Month event in September of 2022, which included a virtual summit and a Small Business Grant Program.
Amazon Business planned to announce its second annual Small Business Grants program during its Small Business Summit in May of 2023. Looking to drive more applications in its second year, the brand needed a multimedia campaign to build awareness and interest of its Small Business Grant contest.
To lift brand perception and drive 2023 Grant applications, Walker Sands produced a video series that shared the stories of five 2022 Small Business Grant recipients. The video series highlighted the mission and growth of each business and organization, and showcased how the Amazon Business Small Business Grant enabled them to keep their mission moving forward. In addition to the video series, Walker Sands produced portrait and candid lifestyle photos of the 2022 Small Business Grant recipients for use in supporting promotional collateral. The videos and photo library were leveraged in a cross-channel campaign that spanned landing pages, paid and social ads, PR and blog content activations.
Through authentic and emotionally uplifting storytelling, the video series successfully highlighted the impact and value of Amazon Business’ Small Business Grants program.
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Company
BBC StoryWorks
Client
DHL
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Company
Bader Rutter
Client
Tempo
Summary
TEMPO is a professional women’s organization with a 45-year history. They were seeking to refresh its visual brand and messaging to reflect its goals for the future and bring together multiple regional chapters. Most importantly, TEMPO sought to grow their membership while staying true to their mission to further the impact of women leaders. Every element of the TEMPO brand was refreshed — but that was just the beginning for this campaign. Through the research and creative development, a larger story emerged. And so what began as a rebrand expanded to include a documentary film, Direct Positive — featuring the tintype photography work of local artist Margaret Muza. During two days of portraits and intense interviews with TEMPO members, the film explores what it takes for women to lead in their careers and their communities and why it’s so important for more women to lead today.
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Company
Addleshaw Goddard & Gasp!
Client
Addleshaw Goddard
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Company
Indeed
Summary
Shame. Loneliness. Anxiety.
These are common feelings for someone addicted to drugs or alcohol. There’s a stigma around addiction. It’s often misunderstood to be a question of willpower or character. So many people avoid disclosing their addiction, especially at work, for fear of being judged harshly or getting fired.
According to the ADA (The Americans with Disabilities Act) addiction is actually a disability. It’s a disability that 46 million Americans face–including almost 1 in 7 in the workplace.
As the world’s largest hiring platform, Indeed’s mission is to help all people get jobs. That includes people who face addiction.
Last year Indeed founded the Recovery Affinity Group at Indeed, a support network for employees in recovery and their allies. Indeed created the video ‘Happy Hour’ to get the word out about this important subject.
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Company
Addleshaw Goddard, Digital Radish & Meridian West
Client
Addleshaw Goddard
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Company
Deloitte UK
Summary
Bedtime stories. News stories. Life stories. Even Instagram stories.
Stories are how we understand the world. And when we’re given the space to share our own, they’re how the world understands us too.
But not everyone gets the same opportunity to share their story, or to hear stories that they connect with.
And that feeling of connection is powerful. It can be the inspiration to do something great. The catalyst to a conversation that changes everything. Or it can simply be what gets someone through the day.
As a business, we believe that technology can spread that feeling far and wide. It gives us new ways to share. And new ways to listen. It can change who tells the story. And importantly, who it reaches.
That’s why we helped extended reality specialist Antonia Forster to share the world’s first LGBTQ+ VR museum, a powerful example of how technology can be used to break down barriers and build new worlds. First exhibited in a pop-up exhibition space in Clerkenwell, London and then touring Deloitte offices, the museum has been visited by over 900 people, including clients, colleagues, universities, and charities.
Since then, the museum has encouraged hundreds of messages of hope, pride and joy within the LGBTQ+ community. The story, and the stories it’s inspired, continues…
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7
B2B: Experience or Event
Company
Boulder Group
Client
SCIEX
Summary
Every June, Scientists from all over the world gather for the most important date in the Mass Spectrometry calendar, ASMS - in essence, the MWC of its field.
World-changing innovation is unveiled by vendors who are transforming the landscape of molecular analysis, from drug discovery to gene and cell therapy, biomarker quantification to protein therapeutics. The future of health really is unveiled at ASMS.
But despite the progress on show, vendors often fail to reflect the same level of ambition, innovation and creativity in their brand experiences. Generic animated molecules, cheap giveaways and stock imagery of men in lab coats is rife, undermining the ambitions and abilities of lab leaders, big pharma customers, PhD students and the next generation of scientific future gazers who attend.
As pioneers and disruptors in this category, SCIEX tasked Boulder with capturing the imagination of eventgoers, looking beyond rational product messaging and towards a more meaningful and inspirational brand experience.
The result was a multi-dimensional journey, blending inspired storytelling, subtle product promotion, an immersive group experience, introspective lead generation and a first-of-its-kind, hyper-personalised AI generative pay-off.
The results spoke for themselves. And in the words of a very happy client “In 2023, SCIEX won ASMS!”
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Company
Stein IAS
Client
Paper and Packaging Board
Summary
The Paper and Packaging Board (P+PB) launched their 'Box to Nature' program at Pack Expo, a major trade show with over 45,000 attendees. The program aimed to educate consumers about proper recycling practices by incorporating an inspiring mark on the packaging, along with a QR code leading to an interactive digital recycling education program.
To create a significant impact and generate awareness, P+PB devised a high-impact idea for their presence at Pack Expo, themed around ‘Pack to the Future.’ They constructed a life-size cardboard DeLorean placed inside a fully recyclable, corrugated booth. Additionally, they designed a captivating VR experience allowing attendees to sit in the driver's seat, where a holographic mad scientist appeared. The scientist guided them through a virtual wormhole, leading to the sustainable future made possible through the 'Box to Nature' efforts.
By executing this innovative and engaging concept, P+PB aimed to attract attention from manufacturers and brands at Pack Expo, ultimately encouraging them to join the 'Box to Nature' program. Through their captivating presence at the largest industry event in the United States, P+PB created the momentum and support they wanted for their recycling initiative.
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Company
Over the Bloody Moon
Summary
MenoVest has helped cement Over The Bloody Moon's positioning in the market, as a leading corporate menopause support provider, and a social disruptor brand, on a mission to create positive social change.
Its impact has been profound, leading to male advocacy and a rethink on how they can better support those through menopause. It got the nation talking and has encouraged companies to invest in menopause support services. With minimum production cost and zero PR spend, MenoVest generated:
1 Front Page News
12 TV & Radio Shows
15 National Press
16 Hot Politicians
50+ MenoVest Events
60.4M Media Impressions
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Company
The Marketing Practice
Client
Splunk
Summary
B2B technology does amazing things, but it isn’t always obvious how to harness it for your own business. As a prospective customer, wouldn’t it be wonderful if the abstract was made concrete? If you could walk, step by step, through a journey that mirrors your world, to get clarity on how a vendor can improve things for you?
In 2022 Splunk and their partner AWS set themselves the challenge of bringing their offering to life for different industry segments. Splunk, powered by AWS, uses data to help firms create a safer and more resilient digital world, but they were struggling to convey their full capabilities in a way that inspired customers.
They briefed agency The Marketing Practice (TMP) to create a customer event space which would become known as the Splunk Immersive Experience (SIE) powered by AWS.
The team transformed a part of Splunk’s London office so that events could be held which offered customers a personalised, interactive journey through Splunk’s propositions, starting with the retail sector: from e-commerce to logistics and in-store experiences. Since the launch event, the SIE rollout plan has been sharply accelerated to cater to overwhelming customer demand. APAC and US SIEs will be launched over the next twelve months.
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Company
Deloitte UK
Summary
Bedtime stories. News stories. Life stories. Even Instagram stories.
Stories are how we understand the world. And when we’re given the space to share our own, they’re how the world understands us too.
But not everyone gets the same opportunity to share their story, or to hear stories that they connect with.
And that feeling of connection is powerful. It can be the inspiration to do something great. The catalyst to a conversation that changes everything. Or it can simply be what gets someone through the day.
As a business, we believe that technology can spread that feeling far and wide. It gives us new ways to share. And new ways to listen. It can change who tells the story. And importantly, who it reaches.
That’s why we helped extended reality specialist Antonia Forster to share the world’s first LGBTQ+ VR museum, a powerful example of how technology can be used to break down barriers and build new worlds. First exhibited in a pop-up exhibition space in Clerkenwell, London and then touring Deloitte offices, the museum has been visited by over 900 people, including clients, colleagues, universities, and charities.
Since then, the museum has encouraged hundreds of messages of hope, pride and joy within the LGBTQ+ community. The story, and the stories it’s inspired, continues…
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Company
HH Global (formerly, Purple)
Client
Kyndryl
Summary
Immersive realities in action
Kyndryl embarked on a mission to convince a discerning audience of senior leaders at one of its key accounts, that their cyber-resilience services could be pivotal to their client’s ability to recover from a data breach. The strategy was simple yet powerful: let these leaders draw their own conclusions. Leveraging the principle of ‘show, don’t tell’, we crafted a customised interactive event which simulated a high-profile data breach.
The immersive, facilitator-led simulation was designed to challenge participants through realistic video calls, media reports, and social media storms. Against the clock, attendees were compelled to make critical decisions to save their company from devastating reputational and financial harm. The meticulously executed escape-room-style event drove home the immense value of robust security and resilience procedures. To further enhance the educational experience, we compiled a comprehensive post-event report, imparting practical insights.
The power of the simulation event lay in its ability to dramatically reposition Kyndryl in the eyes of their client, elevating Kyndryl from service provider to trusted strategic advisor. This newfound perspective paved the way for Kyndryl to fortify the client relationship, expand their pipeline, and grow the account.
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Company
Amplify
Client
Pinterest
Summary
Amplify + Pinterest ‘manifest’ what’s possible at Cannes Lions International Festival of Creativity
Every year, Cannes Lions sees the global advertising industry gather to celebrate industry-leading creativity, nurture relationships, and be inspired by what’s next in advertising.
Brands hold pinnacle positions on the beach, and each year competition levels up, so the challenge was big, especially as Pinterest was the most talked about experience in 2022.
How could we bring to life the momentum of Pinterest’s growing, engaged audience and show that it’s the only platform that moves beyond inspiration and takes people from dreaming to doing - from passively scrolling to making plans and taking action?
While also breaking the format of all traditional B2B interactions.
Our strategy was to show what it feels like to step into Pinterest and experience the consumer journey through activations inspired by the growing Gen Z audience.
Introducing… The Pinterest ‘Manifestival’
A place where guests could get creative and feel inspired by the possibilities on Pinterest. We connected with our guests on a personal level by challenging them to create a life they love in real-time. From getting their first tattoo that they'd long dreamt of to trying a new hairstyle to manifesting their next trip - it was all possible to manifest the future you.
The beautifully crafted world got press talking, surpassed all KPI’s and in the words of AdWeek, “Pinterest had the most interactive activation on the Croisette”. Proving that with Pinterest - It’s Possible.
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5
B2B: Illustration
Company
Nelson Schmidt
Client
Kent Nutrition Group
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Company
Addleshaw Goddard & Gasp!
Client
Addleshaw Goddard
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Company
Doremus+Co
Client
LEGO Education
Summary
For over 40 years, LEGO® Education has focused on making learning fun and impactful. With a hands-on approach, LEGO Education works with teachers and educational specialists to deliver playful learning experiences with a focus on STEAM principles that help build 21st-century skills in students of all ages.
To help drive brand awareness and market penetration around their products, we created a campaign based on an insight that emerged from research: kids aren’t afraid to fail. The integrated campaign shows how important it is to capture, preserve, and harness the natural inclination that kids have to keep trying and the power of LEGO Education solutions to inspire and motivate them.
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Company
Deloitte UK
Summary
When we share our story, we encourage others to do the same.
And the more stories we see, the more people feel seen – and that’s important.
Last year Deloitte partnered with Antonia Forster, an augmented reality specialist, to share the world’s first LGBTQ+ VR museum, an immersive experience celebrating stories from the LGBTQ+ community. After walking around the museum, visitors were invited to write down and share their thoughts, feelings and experiences anonymously.
We received hundreds of messages and, inspired by their spirit, we wanted to continue this momentum. And so, we created a series of postcards designed to spread thousands of messages of hope, positivity and pride.
The collection of 10 hand-illustrated postcards has now been shared at Pride events across the country, by our charity partners and between colleagues and diversity networks within the business – creating more than 5,000 opportunities for people to spread love and support throughout the LGBTQ+ community.
But when it comes to how far these postcards can reach, and most importantly who they can reach, that’s only the start of the story.
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Company
Mower
Client
Prysmian Group
Summary
The Prysmian League brought disparate industrial cable product brands together under one umbrella campaign, turning each brand as an individual, specialized hero while the united team works together to keep the world connected.
By personifying each product’s attributes into superhero powers, we were able to make those features and benefits more meaningful and memorable than just flat proof points in an ad. This helped ensure that Prysmian Group’s master brand gained recognition for all the great product brands they supply to the market, and that their products would be part of the consideration set as engineers spec’d out their plans.
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10
B2B: Integrated Campaign
Company
PMG
Client
SurveyMonkey
Summary
In 2021, SurveyMonkey rebranded as Momentive to better highlight their enterprise solutions and distinguish the company’s broader portfolio from the self-serve SaaS surveys that helped make its name 20+ years earlier. Following the rebrand, competitors swarmed in to seize SurveyMonkey’s share of mind and market share.
By 2022, SurveyMonkey looked to regain its category leadership position in the market, improve financial performance, and address competitors increasingly bidding on their brand terms, which drove paid search costs up as much as 75%. We launched a cross-channel mass market campaign in just weeks to increase awareness and consideration, sign-ups, engagement with audiences who were not already familiar with or users of SurveyMonkey, and increase SEM’s cost efficiency.
We successfully engaged business leaders through innovation and creativity. Our influencer creative caused the #surveymonkey hashtag on TikTok to skyrocket 45X to 9 million in just four weeks. SurveyMonkey built awareness, cultural resonance, and active consideration, and the campaign delivered some of the strongest results ever seen in the tech category on TikTok, reinforcing that SurveyMonkey was the brand of choice for a new generation who wants to be heard.
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Company
Transmission
Client
Henkel Adhesives Technologies
Summary
Henkel Adhesives Technologies is the world’s leading adhesives producer. It’s often several times larger than its main competitors but in certain industries, the business’ market share fails to reflect that fact – making expansion ripe with opportunity.
As a traditionally Sales-led organisation, Henkel had never relied on Marketing to generate leads. We were brought in to help transform the way its B2B marketing business unit marketed into large businesses by running an initial 1:1 pilot programme targeting one of Henkel’s existing customers, Cisco.
But rather than simply working to our brief, we consulted with Henkel to show how vertical-focused 1:Many/1:Few motions could not only complement a 1:1 programme, but also be replicated across other Henkel Adhesive target verticals over time.
This methodology meant that Henkel could target and market to a wider set of accounts, allowing for the repurposing of vertical-focused content and messaging for direct 1:1 ABM programmes. It would also build efficiency and scale into its programmes from day one, creating an ABM playbook applicable to other verticals whenever necessary.
Supporting these goals was deep audience research that allowed us to use tailored insights to bring – for Henkel – an unprecedented level of personalisation and quality to content, clearly demonstrating the business’ understanding of its audiences through high-value customer experiences.
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Company
Gravity Global
Client
Payoneer
Summary
Background:
Payoneer – an ambitious fintech business offering a global payment platform to digital commerce SMBs for sending and receiving international payments.
The platform covers more countries than any other provider and makes the transactions easy/easier than the competition. Payoneer also cover markets that other providers avoid because they are too difficult.
The Task:
The task was to raise brand awareness in some very challenging international markets and drive new business registrations. Previously the business had never embarked on a brand campaign and solely focused on demand tactics.
The brief from the Client was to develop, launch and get a result before the end of the year giving the agency team just 4 months to show a return targeting an increase in brand awareness and 100% uplift in monthly lead volumes.
This was no mean feat and required an army of people from the agency developing market insight, brand strategy development, creative, GTM, test the work in each region and launch in The Philippines, United Arab Emirates, Brazil and India.
Results:
The business targeted a 15% uplift in new registrations and the campaign smashed the targets. The business achieved an uplift of 27% (almost 45,000) incremental registrations.
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Company
Ogilvy
Client
Workday
Summary
The Super Bowl is known for being advertising’s biggest stage. For Workday, this was not only a major marketing opportunity, but also a chance to expand the company’s awareness to its biggest audience yet. As a B2B company, Workday needed to capitalize on this moment with a campaign that would grab attention, generate buzz, and have enough creative intrigue to drive viewers to learn more. The approach: get the corporate world to stop using the term ‘rock star’ with a plea from real rock stars.
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Company
Stein IAS
Summary
Cushing’s disease kills a million dogs each year, often because the symptoms go undetected. Luckily Vetoryl, marketed by Dechra, is an effective treatment when diagnosis comes in time.
Dechra wanted to build an education campaign focused on detecting Cushing’s symptoms, that stood out against the serious and scientific sector norm.
A vet diagnosing Cushing’s is like a detective cracking a case. So, the Stein creative team saw an opportunity to create a spoof cop show, where the suspects were dogs hiding their Cushing’s symptoms.
The campaign was rolled out across Europe in eight languages, across multiple platforms, with an overall reach of 200,000 vets.
It was supported by an innovative online content experience, which was linked to in traditional and digital media.
This featured print trade ads, in-clinic leaflets and posters, emails, display banners on veterinary websites, organic/paid social posts, plus a PPC keyword structure and plan.
All materials directed vets to the content experience. This digital tool clearly laid out the possible symptoms and encouraged vets to investigate, play detective and solve a case of Cushing’s.
The market was awash with bland information delivered in reports and studies. This campaign had levels of craft and creativity that stood out in the veterinary world.
The result is a powerful communications strategy which is helping vets crack cases of Cushing’s across eight European markets and has taken Dechra’s marketing to new levels of effectiveness.
The campaign generated an immediate ROMI of 12:1, and an annual revenue run rate of €37.3M/$39.7M.
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Company
Travelport
Summary
We put Travelport+ to the ultimate test by seeing if it could get British adventurer, Jamie ‘Adventureman’ McDonald, to the New 7 Wonders of the World in less than 7 days using nothing but public transport. Six days, sixteen hours and fourteen minutes later, we had our answer: yes! And a new official Guinness World Record was set!
The trip involved travelling across 4 continents, flying on 13 planes, and riding in 16 taxis, 9 buses, 4 trains and 1 toboggan. That’s 43 individual pieces of public transport that all needed to go smoothly or be managed live – all at a time when global travel was still recovering from the impact of a global pandemic.
On 11 May 2023, we shared a dramatic video (https://shorturl.at/bfAZ1) teasing the challenge on social media.
On 16 May 2023, the full campaign launched:
- Content went live on our campaign hub (https://www.travelport.com/7wonders).
- Hero video was shared across our social channels.
- Supporting videos were shared.
- A press release and b-roll footage was distributed to media.
- Paid promotion went live.
- Commercial teams equipped with sales materials.
The campaign has become the most successful ever.
- New business leads up 70% month-on-month.
- Hero video viewed 1,547,565 times on YouTube alone.
- Visits to Travelport+ page increased by 40% month-on-month.
- 628 articles and 2,163 broadcast airings with total reach of 3.4 billion.
- Internal content viewed 94,062 times by employees and has had 7,940 reactions and 765 comments.
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Company
Eulogy
Client
Virgin Media O2 Business
Summary
Virgin Media O2 Business successfully launched its new joint-brand at the start of 2022, defining an authentic voice for itself in the B2B space that championed human stories first and foremost.
2022-2023 brought fresh challenges. In the face of a cost-of-living crisis, the joint-brand needed to show customers and prospects that it was committed to being a true partner to their business in difficult times – helping them attract and retain the best talent and unlock the untapped potential of their existing technology – all while balancing ESG commitments with ‘keeping the lights on’.
Content formed the heart of this campaign. To help our audience navigate the balancing act, we focused our brand campaign on a human storytelling approach tailored around the stories we were hearing direct from customers and employees. A rich variety of customer interviews and involvement meant our messaging around connectivity was authentic and based in people’s everyday reality, and a mix of digital and physical content across sponsored content with media publishers, podcast, interactive reports, social media, owned blogs, and earned media allowed us to reach our key audience wherever they were choosing to spend their time. Through our integrated content marketing strategy, Virgin Media O2 Business delivered an ROI of 77:1.
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Company
MRM
Client
United States Postal Service
Summary
Today’s political strategists need voters to take action. They know how to use digital marketing channels to drive voter response, but don’t know how digitally connected direct mail can extend their marketing reach and motivate voters to act. During the 2022 election cycle, the United States Postal Service (USPS) needed to educate political strategists and campaign managers about the essential role direct mail plays in successful campaigns. The challenge: How could we increase political direct mail volume—and USPS revenue—over benchmarks set during the 2018 mid-term election cycle?
The solution: We made DelivertheWin.com work harder for political strategists by adding more utility, making it the ideal platform for planning and managing campaigns—from start to finish. To drive more people to DelivertheWin.com, we doubled down on campaign integration between USPS’s overall political mail strategy and every aspect of our campaign.
By providing exclusive, up-to-the-minute proprietary survey results on how voters respond to political advertisements as well as a strategy to capitalize on these insights—USPS set out to empower political consultants to successfully execute their campaigns at every stage of the voter journey.
Misson accomplished. We exceeded USPS political mail volume and revenue over the 2018 benchmarks. The campaign set a new record for midterm elections, with a 33% increase in volume and a 43% increase in revenue.
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Company
Don't be Shy
Client
M&S Corporate Gifts
Summary
Targeted with increasing revenue for M&S’s B2B arm over the Christmas period, we concepted, developed and launched a brand awareness campaign to distinguish the B2B brand from competitors and overcome gift-card stigma. It needed to stand out to time-poor HR, PA and marketing professionals made less inclined and more discerning by the cost-of-living crisis.
Campaign messaging created a narrative around “Work your magic”. Doom and gloom was replaced with magic and sparkle, while communicating clear benefits and efficiencies. Content convinced the audience of the need to invest in rewards and incentives, while alleviating the stress of finding the perfect corporate-gifting partner.
High-level accounts received a direct mail illustrating the emotional and practical impact their gifting activities can have, under their playful new job title, ‘Chief Magic Officer’. Personalised landing pages maintained the excitement and took work off their plate with a streamlined order process.
Full-funnel activity was phased for each stage of the buying process, ramping up to the peak December period. It raised awareness of the B2B brand and proposition, pushed the importance of gifting, and gave late orderers a final push.
M&S was gifted their “best-ever week in B2B”.
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Company
Merkle B2B
Client
Workday
Summary
Using our expertise in the B2B space, we worked with Workday to create and execute an integrated campaign that brought to life their Brand platform ‘For a __ World’, and their continued F1 partnership, across a full suite of channels.
With overall media objectives for the year of driving brand awareness of the full suite of products, particularly their financial planning solutions, we built a strategy with 3 comprehensive strategic pillars;
1. Always-on providing breadth and coverage ensuring a consistent drumbeat and maintaining frequency.
2. Passion with Precision providing an authentic connection with our brand platform and audience passions as well as supporting reach goals.
3. Flagship partnerships designed to drive more meaningful conversations with our audience.
Although the F1 partnership sits within the Passion with Precision pillar, the media campaign was woven in and brought to life through both always-on media and Flagship partnerships, creating a truly integrated approach. This integrated approach has meant we’ve been able to deliver across their brand tracking, showing a direct correlation between F1 coverage ad recall and increase in Workday brand equity.
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0
B2B: Internal Communication
Unfortunately, the judges didn't think the entries in this category reached the standard they were looking for and therefore have not given any nominations. We can't guarantee feedback on specific entries but if you would like to know more about the judging process then please let us know.
4
B2B: Leader of the Year
Company
Keysight Technologies
Summary
Marie has led numerous successful campaigns and product launches that have increased Keysight’s market share and broken records. She also regularly discusses how CMOs can partner with CIOs, along with topics around brand positioning, personalization, employee engagement, and digital marketing.
Under Marie’s direction, Keysight announced new DEI goals to increase internal and external transparency, set and track efforts to improve gender parity and minority representation at all levels, and continue to build/foster an equitable, inclusive workplace.
Marie has worked tirelessly to build a world-class team where the marketing function was previously only a reactive function to sales, but has now grown into a creative, global team producing pre-sales leads to position Keysight as the place for new engineering projects and technology breakthroughs.
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Company
Unisys
Summary
In November 2022, after just 18 months in the CMO role, Teresa Poggenpohl, Senior Vice President and Chief Marketing Officer of Unisys, relaunched the 150-year-old brand story with an intrepid purpose-driven paradigm rooted in “Experience Breakthroughs.” The rebrand is taking the company to the next level and putting up impressive stats.
In June 2023, Unisys.com had the highest number of visitors in recent company history – breaking the previous record for the second time since the brand relaunch. Today, the website has 4x more clients and prospects visiting, and that targeted audience is staying on the site 61% longer. Total pages visited are up 40% YoY, and asset downloads are up 7%. At launch, Google searches for “Unisys” increased 55%; we saw a 25% increase in new users, and our LinkedIn audience has grown 26% YoY.
These results are a testament to a masterful strategy at work. When she joined Unisys, Teresa inherited a marketing department operating on autopilot and a brand that had nearly gone dormant. In less than a year at Unisys, Teresa secured budget and buy-in from the C-Suite executive team to embark on a three-year journey to reinvent the brand and double down on marketing. With the brand relaunch less than 12 months old, the storied technology company is seeing results in awareness, consideration and loyalty – creating its breakthrough as a brand and an IT services provider.
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Company
Accenture
Client
Accenture
Summary
Jill Kramer is determined to drive B2B transformation—not just internally at Accenture, but externally throughout the industry.
As Accenture’s Chief Marketing and Communications Officer, Jill leads with a smart mix of speed, agility, innovation and inspiration, overseeing a global team of 2,000 marcom professionals who strengthen the company brand in the marketplace and help grow the business.
Jill also leads Accenture’s advertising, content, digital marketing, social media, corporate and financial communications, industry analyst, media relations and research, and insights and analytics—across Accenture’s 200 locations in 50 countries with 700,000 people.
A recognized leader in B2B marketing for years, Jill was named to the two most prestigious lists for marketers in 2023: the Forbes Entrepreneurial CMO 50—honored for “transforming not only brands and businesses, but oftentimes marketing, commerce, and culture itself”—and the Forbes World’s Most Influential CMOs, citing her “stand apart” influence on “brands, businesses, culture, people, and the global marketing community.”
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Company
GE Digital
Summary
As a leader, Tracy Swartzendruber finds commonalities that bind her team, roots out inefficiency in processes, seeks inspiration inside and outside of her industry, and is committed to continual progress. As Vice President of Marketing, Digital, Power Generation and Oil & Gas for GE Vernova, she applies those characteristics to help her colleagues, partners, internal stakeholders, and customers see the potential of software to accelerate the energy transition.
Over the past year, she directed a new marketing campaign with a bold look and message unlike anything peers in the energy software industry were doing. The campaign positioned the business unit as the practical visionary, enabling legacy companies to transition to a cleaner energy future while ensuring stability and profitability.
Tracy’s own practical and visionary qualities were brought to bear as she broke down siloes and assembled a team of product and content marketers and embedded agency partners to work in concert with product and sales experts to overhaul the company’s marketing and sales content and keep leads engaged throughout the funnel.
The results speak for themselves with a 48% increase in marketing sourced pipeline and 94% conversion from SAL to SQL.
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5
B2B: Limited Budget
Company
Addleshaw Goddard & Gasp!
Client
Addleshaw Goddard
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Company
Accenture UK
Summary
Accenture UK’s Walk in the Cloud podcast challenges the staid, establishment world of B2B communications. It delivers short, engaging episodes that cut through jargon, technobabble and corporate speak to tell stories UK leaders really want to hear. Produced entirely in house, and hosted by a former journalist turned marketing executive, the podcast makes the most of Accenture’s formidable experts and clients to dig into real-world solutions to current business challenges. It finds UK-specific angles for topics often consigned to broad-brush global overviews.
Both guests and listeners say they appreciate the podcast’s fresh, no-nonsense style. What started as an experiment outside the team’s “proper jobs” has grown into the company’s best value-for-money marketing channel in the UK. Average listens per episode grew by more than 18% season-on-season, with more than 18,000 listeners across 24 existing episodes. Each fresh release brings new listeners to even the oldest recordings. Average episode downloads now outpace typical attendance at client events, opening internal stakeholder eyes to the podcast as a more efficient way to reach their audience. Both client teams and global campaign owners are now pitching for guest slots. Our proudest accomplishment, however, is that our mischievous corporate rebellion has fundamentally changed attitudes within our organisation. Where we led the way with highly local, conversational and concise, others are following.
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Performance Consultants International - ‘Live Your Purpose’, test-and-learn lead generation campaign
Company
Nucco - A UNIT9 Company
Client
Performance Consultants International
Summary
Performance Consultants International (PCI) is one of the world’s leading performance coaching and training organisations.
With decades of experience, they own the intellectual property rights for some of the most famous performance coaching programs - The Grow Model and The Inner Game.
With a desire to accelerate growth in both the UK and US markets, they appointed Nucco with a brief to drive lead generation. This meant planning the full digital funnel - from awareness through consideration and conversion.
To deliver their hugely ambitious goals, we created a new customer experience beginning with awareness-raising social advertising through to digital portal acquisition, for B2B audiences.
This included:
- Redefining the strategic brand proposition
- Competitor and customer research
- Media strategy and highly targeted audience planning
- A paid social acquisition campaign
- A new brand and e-commerce driven site experience to enable conversion
The campaign used paid social for B2B to generate leads and drive traffic to an optimised transactional website experience.
The digital advertising consisted of 15 different executions each built from separate insights into coaching.
The results were beyond expectations. Delivering lead generation at 138% above target and a click-through rate 145% above expectation.
Ultimately delivering real performance for the masters of performance coaching
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Company
Deloitte UK
Summary
When we share our story, we encourage others to do the same.
And the more stories we see, the more people feel seen – and that’s important.
Last year Deloitte partnered with Antonia Forster, an augmented reality specialist, to share the world’s first LGBTQ+ VR museum, an immersive experience celebrating stories from the LGBTQ+ community. After walking around the museum, visitors were invited to write down and share their thoughts, feelings and experiences anonymously.
We received hundreds of messages and, inspired by their spirit, we wanted to continue this momentum. And so, we created a series of postcards designed to spread thousands of messages of hope, positivity and pride.
The collection of 10 hand-illustrated postcards has now been shared at Pride events across the country, by our charity partners and between colleagues and diversity networks within the business – creating more than 5,000 opportunities for people to spread love and support throughout the LGBTQ+ community. And with a total cost of less than £10k, it shows that small budgets can have a big impact.
But when it comes to how far these postcards can reach, and most importantly who they can reach, that’s only the start of the story.
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Company
Stein IAS
Client
Expleo
Summary
Expleo is an engineering, technology and consulting service provider that helps aerospace manufacturers become more efficient.
Farnborough International Airshow is the key marketing event for the brand and, in 2022, the team decided to use the £9K left in their event budget for a stunt that would steal the show.
‘Views from the top’ invited thought leaders to express their views on the highest platform available. The team on the stand offered delegates the chance to record their views on the strategic question: ‘What can we do now to make the aerospace industry more efficient in the future?’
The extra incentive for delegates was to see their soundbites played back in outer space, with our beautiful planet providing the backdrop. This got the right people to the stand to share their views with the global aerospace industry, with the Expleo brand firmly in the frame.
Participants were given their ‘views from the top’ in short video format to share across the social platforms of their choice.
Results included over 2.3 million social media impressions, 600 new sales and a 23% rise in turnover.
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4
B2B: Media
Company
The Marketing Practice
Client
Virgin Media O2 Business
Summary
At any one time, only 5% of buyers are in market, according to research from the Ehrenberg-Bass Institute. The remaining 95% may be anything from years to days away from purchase. As a B2B vendor, how do you cater to this vast and varied group so that when they flip from the 95% to the 5%, your band is front of mind?
In 2022 O2 Business commissioned The Marketing Practice (TMP), working alongside a media agency, to design a new, always-on programme.
The team devised a differentiated message – ‘Mobile shaped to what matters’ – built around the fact that today, people expect technology to adapt to what matters to them and the way they work. They designed distinctive, creative assets that would stand out in a saturated market. Eloqua email nurture journeys were added alongside paid media to generate more data on campaign performance and extra touchpoints for mental availability.
Weekly syncs allowed the teams to optimise in real time based on results and engagement; refocusing on the best-performing assets and the highest-value audience groups.
Within 16 weeks, the programme had generated over 1.6m views on marketing channels, 7,000 landing page clicks, a 9% increase in closed-won opportunities, and an approach which successfully bridged the divide between brand and demand campaigns.
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Company
Mower
Client
First Energy
Summary
Drone demand is growing at an explosive rate. Ownership has accelerated due to the FAA granting hundreds of new exemptions to operate drones.
This loosening of regulations is compounded by a lack of education. FirstEnergy knows how essential drones can be for their business, their communities and customers. They also know how dangerous power lines and electrical equipment are to drone operation. Because these accidents can cause injuries, power outages, even death.
FirstEnergy needed to alert drone pilots of the dangers of operating drones near powerlines or other electrical equipment and educate pilots to avoid them. Success was measured by audience engagement and amplification of FirstEnergy’s commitment to safety.
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Company
Havas Business
Client
Maersk
Summary
How do you change perception of one of the oldest shipping companies into a modern end-to-end logistics brand?
In a category ridden with complexity, risk and negativity, Maersk decided to focus on opportunity. Instead of planning for disaster, we enticed clients to shift the focus on the potential benefits they would enjoy if they were to tap into our integrated services.
We used an adventure story, drawing inspiration from Indiana Jones and Lara Croft to dramatise the challenges you meet when working in logistics. Unexpected problems happening while getting something valuable from A to B. However, if you’re not Indiana or Lara it’s nice to have a partner like Maersk who can help you overcome the different challenges.
Our integrated campaign, New Paths, was planned to drive attention and spark a conversation that would shift category mindsets. We used a wide mix of channels and platforms from large airport digital billboards in global hubs to 2-minute videos which run across international TV and VOD platforms. Social spearheaded our engagement adding tighter targeting and longevity to the campaign.
The results speak for themselves. We achieved an astounding organic SOV of 25% of all the category conversations, recording a 46% during the campaign period! Further testament to the strong engagement was VTR view-through-rates at 40%. But most importantly, we managed to increase perception shift and favorability by 2%.
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Company
Giant Spoon
Client
GE
Summary
To raise awareness of its historic split into three independent companies in aerospace (GE Aerospace), energy (GE Vernova), and healthcare (GE HealthCare), GE collaborated with New York Times Advertising for an innovative first: a cover-to-cover ad takeover of an entire edition of The New York Times newspaper, a first in The Times’s 171-year history.
Readers were met with a print edition creatively centered around the theme of “focus,” a cover wrap showcasing GE’s three planned companies, ad placements revealing the impetus behind GE’s transformation, and a tribute to GE employees whose focus has helped develop key technologies. Inside, readers discovered interactive “focus breaks” dedicated to each new company. We worked with Guinness World Record-holder Ken Blackburn to create a paper airplane, New York Times puzzlemaker Brendan Emmet Quigley on a Vernova spiral crossword puzzle, and the creators of the patented Magic Eye 3D illusions on 3D medical imagery.
The takeover included 22 custom-designed full-page color advertisements, in addition to five partial pages that ran across the print edition’s main news, business, and arts & sciences sections.
In addition to print, the campaign also included ad takeovers across The Times digital homepage, “The Daily” podcast, newsletters, and The Times's opinion, business, science and DealBook sections.
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3
B2B: Metaverse
Company
Stein IAS
Client
ZS
Summary
The health industry has such scale and impact on both business and human wellbeing, yet still has much more potential to realize. From driving business performance to improving health outcomes, we can now harness digital, data and AI like never before to re-shape industry value for healthcare companies and their patients. But data and analytics are still seen as purely technical things. With ZS’ expertise, they become real healthcare solutions. ZS had an established brand in data and analytics but needed the healthcare market to understand that it was a strategic partner that could actively guide organizations to better real-world outcomes by leveraging the potential of data and the amazing power of AI.
The campaign, ‘Data Connects Us’, presents the new frontier of data and AI as the way to get to a better healthcare future. This metaverse created by ZS isn't just about futuristic imagery; it's about connecting the dots between the AI-generated images, the power of AI and the potential of healthcare. The campaign messages are strategically crafted to draw attention to the awe-inspiring capability of AI to conjure these images and to illuminate the very real, transformative future of healthcare that these images symbolize.
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Company
Opus Agency
Client
Google Cloud
Summary
Google Cloud's groundbreaking metaverse venture, "Accelerate '23," united over 17,000 global sales team members and partners, both virtually and in person, in an unprecedented convergence. This transformative event unfolded within the Beyondverse, an immersive metaverse environment designed to inspire, educate, and entertain. Attendees experienced diverse programming, educational journeys, and networking opportunities. Opus Agency orchestrated this metaverse experience, crafting a branded environment for leadership messaging, networking, and program content dissemination.
Participants engaged with holographic hosts, video presentations, and interactive modules. Region-specific in-person activations took place across 32 cities, ensuring a tailored experience that also enabled attendees to connect with Google leadership. The event fostered real-time interactions between attendees, who adopted avatars, and leaders. The "virtual venue" concept facilitated spontaneous global networking, enhancing engagement. The seamless fusion of physical and metaverse elements created a dynamic environment, leading to substantial returns on investment and heightened content viewership. A skilled actor assumed the role of event guide, guiding participants through the Beyondverse with humor and thematic costumes. Content selection prioritized Diversity, Equity, and Inclusion (DEI), sustainability, and giving back. Attendees were moved by stories of individuals surpassing boundaries, and they participated in a virtual tree-planting initiative, contributing to the Green Girls Organization's clean energy mission in rural Africa.
Together, Google Cloud, Opus Agency, Grammarcy Tech, and Vatcom crafted an immersive 3D world that promoted exceptional engagement, cultivated new networks, and provided actionable sales strategies for the upcoming year. This collaboration transcended the virtual realm, epitomizing empowerment, unity, and strategic insight.
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Company
Stein IAS
Client
Paper and Packaging Board
Summary
The Paper and Packaging Board (P+PB) launched their 'Box to Nature' program at Pack Expo, a major trade show with over 45,000 attendees. The program aimed to educate consumers about proper recycling practices by incorporating an inspiring mark on the packaging, along with a QR code leading to an interactive digital recycling education program.
To create a significant impact and generate awareness, P+PB devised a high-impact idea for their presence at Pack Expo, themed around ’Pack to the Future.’ They constructed a life-size cardboard DeLorean placed inside a fully recyclable, corrugated booth. Additionally, they designed a captivating VR experience, allowing attendees to sit in the driver's seat, where a holographic mad scientist appeared. The scientist guided them through a virtual wormhole, leading to the sustainable future made possible through the 'Box to Nature' program’s efforts.
By executing this innovative and engaging concept, P+PB aimed to attract attention from manufacturers and brands at Pack Expo, ultimately encouraging them to join the ‘Box to Nature’ program. Through their captivating presence at the largest industry event in the United States, P+PB created the momentum and support they wanted for their recycling initiative.
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6
B2B: Partnership or Collaboration
Company
InVision Communications
Client
Siemens Digital Industries Software and Amazon Web Services
Summary
Siemens and AWS sought to drive awareness and demand for their joint offering — Siemens Xcelerator as a Service, powered by AWS — by leveraging Siemens’ industrial reputation and AWS’s cloud reputation. The program needed to promote awareness, clarity, differentiation, and preference, so customers and prospects would not only know about the companies’ newly expanded partnership but also take action to buy into it. The strategic underpinning for the campaign came from an analysis of competitors’ go-to-market strategies. This analysis revealed that Siemens and AWS could differentiate their partnership by leaning into the human story of possibility, rather than the technical story of how things work. From there, the “Create without limits” campaign was born. “Create without limits” invites audiences to push the limits of what’s possible, confident that — in collaboration with Siemens and AWS — there will be nothing to hamper their manufacturing innovation or hinder their digital future. Aspirational and relatable, the campaign engages audiences’ emotions with a tone of possibility and promise. It tells them that, with the #1 in industrial software and the #1 in cloud behind them, no idea is too big, too expensive, or too time-consuming, to execute. “Create without limits” included social media marketing, content marketing, out-of-home advertising, event marketing, and sales enablement, all working together to drive demand gen and awareness. In the campaign’s first six months, it blew through benchmarks, beating goals for partnership revenue, total wins, and opportunity pipeline, as well as for content consumption and out-of-home advertising impressions.
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Company
The Marketing Practice
Client
Virgin Media O2 Business
Summary
Samsung and Virgin Media O2 Business are premium brands in the mobile space. Together, they unlock a market-leading proposition which offers businesses affordability, flexibility, security and control. The two partner firms wanted to launch a new campaign, funded by Samsung, to promote their joint proposition and generate demonstrable ROI.
Virgin Media O2 Business appointed agency The Marketing Practice (TMP) to help them unlock the full power of content syndication (CS) for their partner programme.
The team devised a CS programme unlike any attempted by Virgin Media O2 Business’s partner team before. The team used two levels of tele-qualification to clean data and engage high-value contacts. They deployed a single, highly-focused media platform to target 7,000 decision-makers. They added to existing account data by using personalised download forms to gather missing information. The sales team were armed with supporting communications and messaging toolkits. The campaign piggybacked onto existing Virgin Media O2 Business digital advertising to optimise their media spend and increase brand recall.
The programme’s success in exceeding sales pipeline targets has prompted Samsung to maintain funding for four consecutive quarters; and it is now being rolled out to other top-tier partners.
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Company
Transmission
Summary
B2B has a bad reputation when it comes to creativity. As the platform that’s become synonymous with B2B marketing, LinkedIn found itself painted with the same broad brushstroke.
In a push for greater creativity in how B2B Marketers used its platform and to encourage more creative thinking in B2B, we won a pitch among LinkedIn’s Marketing Partners to create a resource that could provide best practice guidance for its Marketing Solutions and expert commentary on B2B creativity.
Our solution? Hubbub. A standalone content and creative hub packed with how-to guides, thought leadership, and platform toolkits designed to give Marketers everything they need to produce stand-out creative content on LinkedIn.
Each content piece benefitted from our subject matter experts’ insights and commentary on B2B creativity, content, and LinkedIn’s Marketing Solutions. And to bring the campaign to life, we leveraged Transmission’s extensive full-service expertise to ensure each piece was seen by the right persona, at the right time, on the right channel.
The result? A wealth of assets wrapped in eye-catching creative supported by a brand-to-demand campaign. Our programme smashed benchmarks and performance predictions – paving the way for an expansive second phase and the deepening of our LinkedIn partnership globally.
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Company
Merkle B2B, The Story Lab and Bloomberg Media
Client
Ericsson
Summary
In 2021, Ericsson rolled out a new vision and purpose strategy, created to shift perceptions amongst those who know the brand and create awareness amongst those who don’t, to solidify Ericsson’s position as an innovative industry leader and position for future growth.
In 2022, Ericsson partnered with Merkle B2B to bring to life their new ‘Imagine Possible’ platform to demonstrate how technology can help solve some of the world’s biggest challenges.
The target audience included decision-makers at Communication Service Providers (CSPs), enterprises in key industries, government and policy makers, and future talent.
At the heart of the strategy was a global platform, ‘The Imagination Exchange,’ formed from a media partnership with Bloomberg, a credible news partner with global scale. This partnership allowed Ericsson to reach target audiences in new ways via custom articles and videos, and to participate in Bloomberg’s Technology Summit events and their CityLab content.
This partnership surpassed reach targets by 127% and beat both Bloomberg and the research company’s benchmarks – including exceeding the CTR target by 63%. A post-campaign brand study showed a 12% increase in positive brand associations, and 90% of decision-makers responded they were more interested in working with Ericsson following exposure (+20% vs Bloomberg benchmark). Associations amongst audiences shifted from mobile phone makers to 5G, sustainability and VR. For new audiences, familiarity rose by 16%, and perceptions of innovation improved 48%.
Overall, the campaign generated significant relevant reach, positive engagement, and transformed Ericsson’s brand image, reinforcing its position as a leading industry innovator.
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Company
Economist Impact
Client
DP World
Summary
From medical supplies to day-to-day essentials - the covid-19 pandemic brought unprecedented disruption with wide-reaching consequences to supply chains across the globe. As businesses everywhere struggled to maintain a steady flow of goods, the result was not only re-configuration of existing systems, but growing awareness of the importance of digital tools in creating greater transparency for cargo owners. DP World, a global logistics business wanted to Leverage its long-standing expertise to become a complete, end-to-end logistics service provider while highlighting its cutting-edge digital capabilities. In order to do this, DP World needed to engage a global audience of beneficial cargo owners (private-sector companies involved in international trade), deepen their relationship with them and position the company as the logistics partner of choice. But, transforming from a port operator to an enabler of smart trade is no small task. DP World needed not only to reach the right audience, but actively engage them to increase awareness, change perception and drive consideration. I Trade in Transition was a multi-faceted programme that used insights taken directly from the target audience to inform a range of informative content. Living within a dedicated digital hub, it included an in-depth digital report to regional insights, articles to economic modelling. Launched at Davos the programme was amplified using a highly targeted campaign. Results not only exceeded KPIs across the board but our data was cited by Christine Lagarde in a speech at the Peterson Institute for International Economics demonstrating the quality, credibility and importance of the work.
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Unlocking Economic Opportunities: CNN and UK Department for International Trade Partnership Campaign
Company
CNN International Commercial
Client
UK Department for Business & Trade
Summary
In 2022, the UK Department for Business & Trade collaborated with CNN International Commercial to launch a multi-platform native content campaign. The primary objective of this strategic partnership was to shed light on how partnering with the United Kingdom can facilitate economic growth for Commonwealth countries and businesses. The campaign set forth multiple ambitious goals, including broadening reach, enhancing awareness, and fostering thoughtful consideration among its target audience.
The strategic approach was meticulously planned, with a focus on engaging C-suite executives, senior decision makers, and government departments across Commonwealth nations. It encompassed various components, including television campaigns, bespoke branded content creation, a digital presence on the Great Global Innovation Hub, a robust social media campaign, and an independent research study.
This campaign garnered impressive results. Television campaigns achieved remarkable reach, digital content exceeded expectations, and the Great Global Innovation Hub accumulated substantial engagement. Social media performance surpassed projections, with remarkable click-through rates on native articles and videos. The research study validated the campaign's success by revealing significant recall, enhanced audience understanding, increased positivity towards the UK as a trade partner, and a notable motivation to engage in trade activities with the UK.
In summary, this campaign successfully achieved its objectives and underscored the effectiveness of the partnership between UK Department for Business & Trade and CNN International Commercial in promoting economic growth and fostering international trade relationships. This campaign serves as a testament to the power of strategic collaboration and compelling content in achieving meaningful results on a global scale.
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5
B2B: PR
Company
Fight or Flight
Client
Roland DG
Summary
Roland’s TrueVis prints the brightest, most vivid, most accurate colours - even the notoriously tricky oranges and reds. How could we demonstrate this simple product truth in a way that would get people to pay attention?
No one understands the nuance of red and orange shades better than redheads. From strawberry blonde to fire-engine red, the global population of redheads covers a hugely diverse spectrum of different shades. And yet, most of us rely on only one word to describe them: ginger.
Using the TrueVIS printer and a spectrophotometer, we built the first ever Ginger Colour Index, and printed a unique lookbook that illustrated the huge variety of different shades that make up the ‘ginger’ collective. 50 Shades of Ginger was born.
Our campaign assets were supported by consumer research to bring to life the experiences of fed-up redheads. What was it like to grow up as a redhead? How do redheads describe their own unique colour? Who are their red head icons?
The campaign delivered 50 pieces of media coverage and a strong showing on social delivered a total reach of 590.65 million. And =we even landed our very own redhead, Jenny Ryan, on primetime ITV GMB talking about our 50 Shades campaign. Our campaign drove a 196% rise in organic search traffic, a huge spike in search engine queries. And a 33% rise in direct traffic demonstrated that buyers who were already familiar with Roland were visiting the site to find out more about the new TruVis range.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Lauren | Payne-McLeod | Associate Director Strategy & Creative | Fight or Flight |
| Joe | Walton | Founder | Fight or Flight |
| Gemma | Ashley | Director | Fight or Flight |
| Sophia | Ratcliffe | Senior Project Manager | Fight or Flight |
| Jamie | McNicholas | Associate Director | Fight or Flights |
| Haider | Chaudhry | Senior Account Executive | Fight or Flight |
| Anniesa | Hussain | Senior Account Executive | Fight or Flight |
| Kate | Sarginson | Head of Creative | Fight or Flight |
| David | Woodward | Founder | Fight or Flight |
| Stephen | Davis | EMEA Marketing Director | Roland DG |
| Lauren | Swinnerton | Head of Marketing Communications | Roland DG |
| Kirstie | Price | PR & Social Media Specialist | Roland DG |
| Eliza | Thompson | Senior Account Executive | Fight or Flight |
| Sarah | Mir | Account Manager | Fight or Flight |
| James | Ewin | Managing Creative Director | Orca |
| Rosie | Godwin | Account Manager | Orca |
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Company
Fight or Flight
Client
Expedia Group
Summary
Say “Expedia” and people think of the travel website that helps travelers plan and book flights, hotels, car rentals and activities. But the company faced the massive challenge of bringing together its 21 brands under the Expedia Group umbrella, championed by Expedia, Hotels.com and Vrbo. To do this, they needed to unify onto one tech platform, which would increase agility, supercharge AI capabilities, and lay the foundation to move quickly on new technologies. To establish itself as a genuine innovator of tech for travel, the company’s narrative needed a massive shift too. This was the brief for global B2B communications agency Fight or Flight.
The approach focused on three areas: a) Expedia Group's tech transformation and how it sets the company up to be more agile and able to jump on new advanced technologies b) The company’s innovations and products that solve common traveler pain points c) Expedia Group’s mature AI and machine learning capabilities that elevate the company as an AI leader in travel. The campaign transformed the perception of Expedia Group among its core B2B audience in the technology and travel industries with 84% more likely to consider Expedia Group a tech company and an AI innovator today than before the campaign and 81% likely to book travel through Expedia Group because of its technology transformation and products.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Dan | Bird | SVP | Fight or Flight |
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Company
Randstad
Summary
The Workmonitor, Randstad's long-standing thought leadership report, has been a critical voice representing employees' desires and expectations from employers since 2003. The 20th edition sought to comprehend employee responses to three key trends: shifting macroeconomic landscapes, global skills shortages, and the persistent demand for flexibility.
This extensive study surveyed 35,000 employees across 34 markets in Europe, Asia Pacific, and the Americas. Exploring two decades of insights, the study analyzed changing work attitudes and needs. Amid economic challenges, the report delved into talent retention, loyalty, job satisfaction, employee engagement, employer roles, belonging, and trust. It investigated employees' preferences for pay versus flexibility, concerns about career progression, and the impact of economic uncertainty.
The research identified five prominent themes: empowerment in work-life balance, employee expectations of employer support, economic and job security, the return of older employees to the workforce, and the significance of shared values between employees and employers. The report was launched at the World Economic Forum in Davos, Switzerland, with high-impact initiatives like panel discussions and roundtables on work-related issues, attracting global attention. This approach generated substantial media coverage, a +732% increase in exposure, and +201% more report downloads since 2020. The Workmonitor significantly contributed to Randstad's online presence, reaching over 1 million LinkedIn impressions, gaining 2 million followers, and driving increased engagement.
Moreover, the report fueled B2B outreach, elevated organic search results, and engaged audiences through enriched content, including articles by senior leaders. The content program's success was amplified through discussions, interviews, and a new bi-monthly newsletter
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Sarah | Campbell Donia | Senior Director Corporate Affairs | Randstad |
| Roberta | Cucchiaro | Global Content Thought Leadership Manager | Randstad |
| Elise | Martin-Davies | Head of Media Relations and Financial Communications | Randstad |
| Max | Wright | Head of Customer marketing intelligence | Randstad |
| Andy | Teng | Director of Global Content Development | Randstad |
| Bas | Wijnen | Inbound Customer Success Manager | Randstad |
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Company
Gravity Global
Client
EDGE Strategy
Summary
Gravity Global was engaged by EDGE Strategy to raise the awareness of the company’s software solution in the highly competitive diversity, equity and inclusion space. The brief was not only to create noise around the solution that EDGE Strategy provides to help
organizations on their DE&I journey, but very specifically to build the profile of the CEO and
specific board members, and establish them as true experts in their field.
By devising a thought leadership strategy, with speaking events and op-ed opportunities, and redefining the client’s existing PR process for creating brand awareness press releases, we have delivered exceptional results, creating more than 30 pieces of original PR content that have in turn secured 405 earned mentions in publications from the Financial Times and European Business Magazine to DiversityQ and The Engineer, and a potential reach in excess of 143,000,000. In terms of the coverage attained, the client has enjoyed a 123% increase in positive media coverage YoY.
PR has also contributed to a wider campaign that saw Brand Searches up 75% YoY, and Brand Reach increasing by 155% YoY. There has also been three-fold increase in followers on social
channels, using content generated by the PR team.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Steve | Long | Creative Director | Gravity Global |
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Company
Travelport
Summary
We put Travelport+ to the ultimate test by seeing if it could get British adventurer, Jamie ‘Adventureman’ McDonald, to the 7 Wonders of the World in less than 7 days using nothing but public transport. Six days, sixteen hours and fourteen minutes later, we had our answer: yes! And a new official Guinness World Record was set!
The trip involved flying on 13 planes, and riding in 16 taxis, 9 buses, 4 trains and 1 toboggan. That’s 43 individual pieces of public transport that all needed to go smoothly or be managed live – all at a time when travel was recovering from the impact of a global pandemic.
On 16 May, the campaign launched:
- Media advisory along with watermarked B-roll footage was deployed across global newsrooms.
- Press release published on PRNewswire UK and US, and directly shared with media worldwide.
- Partnered with Buzzfeed to create a consumer-focused travel-themed “quiz”, promoted across Buzzfeed channels.
- Conducted dozens of broadcast TV and radio interviews in the UK and in a US satellite media tour.
- On social media, we shared our hero video, along with supporting videos.
- Hosted a private screening of an extended cut of our hero video in a cinema in London attended by influencers and reporters.
Results
- 628 articles and 2,163 broadcast airings with total reach of 3.4 billion.
- New business leads up 70% month-on-month.
- Hero video viewed 1,547,565 times on YouTube.
- Visits to Travelport+ page increased by 40% month-on-month.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Jen | Catto | CMO | Travelport |
| Henry | Jakins | Head of Special Projects, Marketing | Travelport |
| David | MacHale | Senior Director, Brand Marketing | Travelport |
| Katie | Cline | Senior Director, Global Head of External Communications | Travelport |
| Anne | Kerr | Global Head of Internal Communications | Travelport |
| Kyle | Moore | General Manager | Strategy | Marketing | Business Development | Product | Travelport |
| Heather | Boyle | Head of Brand Content & Design | Travelport |
| Regina | Kenney | Head of Digital | Travelport |
| Louise | Stevens | Head of Commercial Marketing | Travelport |
| Adam | Pitt | Internal Communications Manager | Travelport |
| Rachel | Cunningham | Brand Marketing Specialist | Travelport |
| Jennifer | Blackburn | Senior Communications Manager | Travelport |
| Addy | Choi | Marketing Research | Sales Support | Travelport |
| Aisling | OBrien | Global Brand Manager | Travelport |
| Beau | Avis | Comms Manager | Travelport |
| Sergio | Pellegrini | Marketing Manager EMEA | Travelport |
| Faye | Malone | Campaign Manager | Design | Marketing | Travelport |
| Jamie | McDonald | Adventurer | Adventureman |
| Shane | Hogan | Producer/Director | Areaman Productions |
| Jar | Finnegan | Shooting Director | Freelance |
| Gustavo | Korontai | Director /Editor / VFX | Freelance |
| Moira | Lawson | Production Coordinator / Researcher / Stills Photographer | Freelance |
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2
B2B: Print
Company
J.P. Morgan Payments
Client
J.P. Morgan Payments
Summary
Our pilot, Payments Unbound Volume 1, delivered 26 pages of content focused on the future of digital wallets, connected cars, the metaverse and more, with a dedicated launch party at the Money20/20 conference in Las Vegas. What we couldn’t plan for was the concept spreading through global sales partners and their clients, resulting in demand for the print version outpacing supply. When we came to execute Volume 2, we tripled the print quantity and took the even bolder step of nearly doubling the pagination. We also built an automated shipping solution to round out aspirations of creating and scaling an industry-leading, tangible thought leadership magazine.
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JPM Payments Brand Mark Horizontal RGB.ai
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Company
Deloitte UK
Summary
When we share our story, we encourage others to do the same.
And the more stories we see, the more people feel seen – and that’s important.
Last year Deloitte partnered with Antonia Forster, an augmented reality specialist, to share the world’s first LGBTQ+ VR museum, an immersive experience celebrating stories from the LGBTQ+ community. After walking around the museum, visitors were invited to write down and share their thoughts, feelings and experiences anonymously.
We received hundreds of messages and, inspired by their spirit, we wanted to continue this momentum. And so, we created a series of postcards designed to spread thousands of messages of hope, positivity and pride.
The collection of 10 hand-illustrated postcards has now been shared at Pride events across the country, by our charity partners and between colleagues and diversity networks within the business – creating more than 5,000 opportunities for people to spread love and support throughout the LGBTQ+ community.
But when it comes to how far these postcards can reach, and most importantly who they can reach, that’s only the start of the story.
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9
B2B: Rebrand or Relaunch
Company
Mt.MELVIL
Client
TORAY
Summary
Our purpose in creating this film for TORAY was to effectively communicate the client’s corporate philosophy and core values to stakeholders and their potential business partners using a narrative approach that focuses on TORAY people through an unexpected and emotional piece of entertainment.
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Company
Barclays and krow.x
Client
Barclays
Summary
Barclays Corporate Banking’s new strategy and new brand promise, Big Picture Banking, needed a new brand to be built around it. One that would create standout against competitors and drive brand awareness and consideration.
There’s a new younger generation of c-suite and business decision makers to engage. Shifting perception and creating separation between the new brand style and what they’d seen before from both Barclays and other banks would be vital.
The new brand also needed to communicate that as well as brilliant banking ideas, we bring clients the most valuable perspective of all – the bigger picture.
We developed a photography style that looked as different as our brand promise. This included imagery that tells a story and visualises data at-a-glance, and cut-out imagery of objects and places that help position us as part of our clients’ worlds.
Add to this a new typography style that allows for creatively expressing a message. Fresh, unexpected colourways. And a tone of voice that’s more bold, playful and normal – not formal, like many corporate banks.
This is how we created a brand that stood out – and stood the target-audience test. Our OOH ads drove a 7% increase in brand consideration for business decision makers, with 58% taking action afterwards, outperforming finance benchmarks of 53%. Our non-customer brand awareness score jumped an unprecedented 4%. And paid LinkedIn outperformed benchmarks – delivering 80% more clicks and 118% more video views than planned. Showing that seeing the big picture can bring big results.
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Company
Unisys
Summary
Having spent nearly 150 years reinventing itself and delivering innovation, the Unisys brand no longer reflected our ambitions. With the IT solutions industry expanding more rapidly than ever before, we needed to reestablish our competitive edge through a completely reimagined creative strategy and bold visual identity that would force consideration in the market.
In November 2022, Unisys launched “Experience Breakthroughs” and a bold new brand strategy to better represent the company’s purpose as forward-thinking and trustworthy while conveying a relentlessness for pushing the envelope. We channeled existing internal and external sentiment to do what’s right into a brand-led mentality to act with purpose as client partners, fellow associates and global citizens.
A multi-dimensional creative transformation centered around one bold idea, carried through every aspect of the brand to radically modernize a century-old IT company.
The brand relaunch has catalyzed a significant uplift in web traffic and awareness, resulting in 4x more clients and prospects visiting and staying on the site 61% longer. Pages visited are up 40% YoY, asset downloads are up 7%, and our LinkedIn audience has grown 26% YoY. This has culminated in marketing-influenced qualified pipeline now comprising 34% of the total Unisys qualified pipeline.
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Company
HCLTech
Summary
Brand Transformation Journey: In 2022, HCLTech embarked on a brand transformation journey with ambitious goals. The company, rapidly growing and aiming for a global presence valued at $12 billion, sought to redefine its identity and position in the tech industry. Central Brand Idea Uncovered: Extensive research efforts were put into play, involving hundreds of stakeholders. Through in-depth interviews, focus groups, and thorough market research, a central brand idea emerged - "Supercharging Progress™." This idea encapsulated HCLTech's deep commitment to clients, people, communities, and the planet. Visual Identity Reinvented: The brand's visual identity underwent a significant overhaul. It introduced "the beam," a dynamic graphic device, and a bespoke typeface named HCLTech Roobert. This typeface, offered in three distinct weights, was deployed globally across various mediums. Palette of Colors: HCLTech's brand palette was meticulously crafted, featuring Tech Blue and Tech Purple, symbolizing reliability and creativity. Gradients were introduced to represent the energy associated with "Supercharging Progress." Impactful Launch Strategy: HCLTech unveiled its new brand with grandeur from its NYC office. The event was live-streamed to over 200,000 employees, simultaneously marking a significant partnership announcement with MetLife Stadium, New York Jets, and New York Giants. Measurable Success: -HCLTech witnessed a remarkable 7% increase in brand valuation, while familiarity scores soared by 30%, and consideration scores climbed by nearly 15%. -The brand film garnered 2M views within the first two weeks. -HCLTech earned recognition as 'Fastest growing Tech services company HQ in India' by Brand Finance Global 500. -The share price surged by 25.7%
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Company
The Marketing Practice
Client
Nutanix
Summary
This is the story of how a team produced a brand identity as flexible as the product offering it serves. Of a rebrand driven not only by marketing but by sales, product, customer success and HR. Of how Nutanix set sail from a sea of supplier sameness towards a new horizon.
Erstwhile challenger brand, now established cloud technology player, Nutanix, saw a chance to grab market share through a new brand identity. A brand with more gravitas would help it sit comfortably alongside larger, heavyweight competitors. A brand that communicated the simplicity of its evolved product offering would attract more customers. And a timely launch could capitalise on market uncertainty triggered by a major competitor getting bought out.
Working alongside their agency, The Marketing Practice, the Nutanix marketing team ran a branding project that brought disparate divisions and regions together. The insights led to the creation of a new brand identity centred around the ‘Nexus’; a flexible brand device that embodied Nutanix’s antidote to data complexity.
The design was purpose-built to be straightforward to deploy by the small in-house marketing team, and remain consistent when in the hands of their many external agencies. A simple black, white and purple colour palette helped it stand out from everyone else in the market, and added gravity and polish.
The new identity has rescued Nutanix from the sea of sameness. It has received an enthusiastic reception from the market and boosted brand awareness, demonstrated via a 3% uplift in share of voice.
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Company
Merkle
Client
Republic Services
Summary
Republic Services operates in a category that is both essential and very, very low interest: environmental solutions, recycling and waste. This is also a category that has relied on sales to grow with very little investment in advertising across the competitor set. In 2022, we launched Republic Services Inc.’s first integrated brand-to-demand campaign. We knew Republic Services suffered from low brand awareness, so if we were to grab attention we needed to go into market with a fresh and distinctive approach. Our goal was to establish Republic Services as an environmental services company, not just a company who handles your trash and recycling. We wanted to elevate Republic Services as a partner that helps you achieve your sustainability goals by enabling you to do your part supporting the environment while also fulfilling your business needs — ultimately increasing awareness, consideration and sales.
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Company
True
Client
KPMG
Summary
Executive Summary
In a stressed market, where retailers were feeling the effects of an economic slowdown, KPMG ran a campaign to relaunch its Consumer Advisory Services – its range of consultancy services that support consumer-facing businesses with everything from consumer insights to cost restructuring and supply chain optimisation.
Known for more traditional accounting and audit services, KPMG had restructured its consultancy offering for consumer businesses and relied on this campaign to build trust and affinity with organisations that would not typically consider KPMG as a strategic advisor. And it did.
How?
- We went against the grain in professional services by focusing on memorable advertising rather than thought leadership.
- We used the conceit of a KPMG product range, echoing the design style and language of consumer advertising to showcase KPMG’s consumer advisory services.
- We demonstrated that we understood consumer businesses rather than saying it, with the aim of raising a wry smile and a sense of recognition/kinship.
In doing so, we:
- Drove unprecedented reach (9 million impressions) and engagement
- Achieved CTRs 480% higher than industry benchmarks
- Achieved website traffic targets three weeks into a five-month campaign
- Increased opportunity volume by 11%
- Increased the value of new project opportunities by 68%
Longer-term, and even more importantly, we established an effective strategic campaign platform for KPMG Consumer Advisory Services that can be leveraged and built upon for years to come.
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Company
Merkle B2B APAC
Client
Lenovo
Summary
Lenovo ThinkStations are the go-to powerful workstations used by engineers, architects, designers and animators to create new worlds.
While workstations are used by right-brained creators, Lenovo and the industry’s communications so far have remained, surprisingly, left-brained. The industry norm are campaigns that focus on specs and speeds.
With the release of the next generation of ThinkStation towers, Lenovo needed a fresh advertising campaign to help relaunch and increase brand awareness globally.
Our new campaign redefined the conversation.
We shifted the narrative from power to performance to one of promise and possibility.
Our creative approach was simple: If you can think of an idea, you can make it come to life on a Lenovo ThinkStation.
It was succinctly summed up in the campaign line: THINK ANYTHING. MAKE EVERYTHING.
Our integrated campaign repositioned Lenovo Thinkstations as the bridge between inspiration and creation. We wanted to captivate both the minds and hearts of our users and the IT decision-makers who play a vital role in the purchasing process.
Our emotive creative storytelling approach was brought to life through multi-media channels, which included a powerful manifesto film, engaging social, captivating content, Out-of-Home and inspiring 15-second films targeted at key user segments.
The campaign launched recently, but it has already forged a strong bond between Lenovo Thinkstation and creators. Sales are up. A Lenovo creative community is being built.
But perhaps the most important result, is making creative minds feel that if they can think it, they can make it on a Lenovo ThinkStation.
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Company
Redwood BBDO
Client
Thredd
Summary
Despite more than 15 years as the tech platform of choice for the exciting brands leading the fintech revolution, Global Processing Services’ (GPS) own archaic brand meant they were losing ground to younger, slicker rivals.
With a newly-appointed leadership team at the helm, GPS became Thredd: a name designed to position the brand as a ‘true partner’, weaving together the threads of the payments ecosystem. Redwood BBDO was appointed to lead a relaunch to make the new brand stand out in a complex, crowded category.
We were inspired by Thredd's tech, which securely connects the complex chain of processes behind a transaction in a fraction of a second. Incredible, but ultimately invisible. As one stakeholder explained: “No one notices, unless there’s a problem.”
Our strategy was to make the transactional feel transformational, turning invisibility from a hindrance to a superpower, with a bold platform idea that injects clarity and personality into a confusing corporate landscape: Weaving Payments Magic.
A series of stop motion films front the campaign, revealing the magical powers of Thredd hiding in plain sight: Customisable APIs became magic hats, producing a procession of balloon animals. ‘Contactless’ card tricks represent card programs. Spinning plates make ‘up-time’ uplifting, and a classic coin and cup game brings security to life.
It’s fun, colourful and thumb-stopping - and the results have been magical:
Our videos earned 1.2m views and >91K engagements.
Web traffic increased 300% increase (3x our goal)
Form submissions increased 900% (9x our target)
Website MQLs increased 1000%
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5
B2B: Response To Change
Company
Fight or Flight
Client
Expedia Group
Summary
Say “Expedia” and people think of the travel website that helps travelers plan and book flights, hotels, car rentals and activities. But the company faced the massive challenge of bringing together its 21 brands under the Expedia Group umbrella, championed by Expedia, Hotels.com and Vrbo. To do this, they needed to unify onto one tech platform, which would increase agility, supercharge AI capabilities, and lay the foundation to move quickly on new technologies. To establish itself as a genuine innovator of tech for travel, the company’s narrative needed a massive shift too. This was the brief for global B2B communications agency Fight or Flight.
The approach focused on three areas: a) Expedia Group's tech transformation and how it sets the company up to be more agile and able to jump on new advanced technologies b) The company’s innovations and products that solve common traveler pain points c) Expedia Group’s mature AI and machine learning capabilities that elevate the company as an AI leader in travel. The campaign transformed the perception of Expedia Group among its core B2B audience in the technology and travel industries with 84% more likely to consider Expedia Group a tech company and an AI innovator today than before the campaign and 81% likely to book travel through Expedia Group because of its technology transformation and products.
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Company
Wunderman Thompson
Client
Dassault Systèmes
Summary
The construction sector is responsible for 39% of global energy-related carbon emissions. This industry knows it must transform, but doing so is another story. Too many stakeholders, time and delivery pressures, as well as budget constraints.
Dassault Systèmes offers a multi-functional B2B platform capable of gathering all construction players in the same digital environment to address the biggest environmental challenges they face. However, this was being communicated in a complex and technical way.
We created a powerful case study to show what the platform is capable of and that it is already possible to build more sustainably. To do so, we gathered a team of experts to reimagine a sustainable version of the Eiffel Tower only using the platform. The result is a complete and detailed building project that has the potential to inspire the sector to start building a better tomorrow.
The experts collaborated for 6 months to optimize every step of the construction process: ore extraction, materials, water and waste management, energy consumption, design, logistics, building, dismantling… We created a 5 episodes exclusive series and various contents (technical articles, data, interviews, construction trade shows) to document the whole project and highlight its game-changing results. It was a fresh, more human, and entertaining approach in a sector where B2B communication remains boring and conventional.
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Company
Mower
Client
First Energy
Summary
FirstEnergy is doing more than bringing energy for the here and now. They are creating exciting opportunities for all that lies ahead. And they’re able to do that because of their employees—a bright and inclusive workforce that’s focused on the future.
Many know them as a passionate group committed to building the grid of tomorrow, today. One that brings energy and data together to deliver safer, more reliable energy.
But what you may not know is that they are also working each and every day to create new possibilities for their communities—to bring more peace of mind to every part of life. These are the people who not only lead the way—but light it.
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Company
Intercept
Client
Microsoft
Summary
Challenge
Microsoft Surface devices, known for their premium design and performance, are a top choice for Windows users. However, being up to 30% more expensive than traditional PCs, showcasing their value in person became essential for reseller partners to secure sales. With a growing portfolio of over 10 devices and the rise of hybrid work, effectively demonstrating the Surface line-up to customers became increasingly challenging.
Approach
To address this challenge, Microsoft introduced the Hybrid Device Showcase Kit – a first-of-its-kind solution. The physical kit, housed in a sleek and sturdy travelling case, accommodated up to 6 devices and included accessories and a table skirt for trade shows.
When in-person meetings were not possible, partners activated the digital version of the kit. This immersive virtual environment allowed customers to explore the entire Surface lineup remotely, examining devices from every angle, zooming in and out, and exploring features. Additionally, tools were integrated to calculate the total cost of ownership and carbon footprint for each device, quantifying the business value.
Results
Achieved the goal five times over.
Responding to partner demand, a second version of the kit was created to cater to education customers. This program set a new standard for elevating the Surface device experience in modern workplace.
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Company
Eulogy
Client
Virgin Media O2 Business
Summary
Virgin Media O2 Business launched its new joint-brand across 2022 under the Expect More campaign. The campaign was a success, driving awareness of the brand among key audiences and generating an ROI of 59:1. But 2022-2023 brought fresh challenges.
In the face of a cost-of-living crisis, the joint-brand needed to show customers and prospects that it was committed to being a true partner to their business in difficult times – helping them attract and retain the best talent and unlock the untapped potential of their existing technology – all while balancing ESG commitments with ‘keeping the lights on’.
The brand quickly responded to these conditions, launching The Balancing Act campaign. To help our audience navigate the balancing act, we focused our brand campaign on a human storytelling approach tailored around the stories we were hearing direct from customers and employees.
A rich variety of customer interviews and involvement meant our messaging around connectivity was authentic and based in people’s everyday reality, and a mix of digital and physical content across sponsored partnerships with media publishers, podcast, interactive reports, social media, owned blogs, and earned media allowed us to reach our key audience wherever they were choosing to spend their time. Through our responsive B2B marketing strategy, Virgin Media O2 Business delivered an ROI of 77:1 – exceeding its previous ROI by 30.9%.
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3
B2B: Search
Company
Earnest
Client
Bricsys
Summary
Buildings take years to build, and as long to design. Making sure you get everything designed right and to specification is a job in and of itself. That’s where Bricsys help designers.
Unfortunately for us, that market is also largely stitched up with one brand - Autodesk - enjoying the lion’s share.
But that means when you're working with a challenger company like Bricsys you've got to be sharper, work smarter, and always find the opportunities to "take the space between the gorillas toes". That's what we've done. Improved YoY CPA by 80% while increasing the volume of leads by 150% - not bad for Bricsys, taking on the King Kong of the CAD design world.
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Company
BlackRock
Client
BlackRock
Summary
iShares Business Objective: Accelerate strategic growth opportunities and maximize commercial impact across Equity product funds
Strategy: Revise the keywords, the landing page URLs and the ad copy as well start real time optimization towards client engagement metrics
Uplift Results: Our page views increased by 54% signalling that the clients we are driving to our site where not only qualified but also engaged with our content. Overall equity downloads increased by 67%, our cost per download decreased by 85%, and our download conversion rate (clicks to downloads) increased by 50%
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Company
KINESSO
Client
Hiscox
Summary
In 2022, the business insurance market size had dwindled due to the after-effects of the pandemic, and coupled with weakening brand awareness, Hiscox’s organic performance was waning.
Search traffic took a hit when Hiscox was severely affected by the May 2022 Core Algorithm Update, particularly for their top commercial terms and sales drivers. Our top priority was to rescue commercial performance by recovering rankings quickly and getting the business back on track for YoY growth.
Our objectives were to:
- Minimise the impact on commercial performance including organic traffic and conversion numbers, the algorithm update and other external market factors.
- Identify why Hiscox was so heavily impacted and discover which of its competitors were facing a similar situation.
- Recover rankings of commercial head terms “public liability insurance” and “business insurance”.
- Learn how to avoid or minimise impacts from future Google algorithm updates.
We identified three core challenges:
1) Lower brand awareness
2) Finite customer base due to brand positioning and business priorities
3) Limitations on maximum attainable position
To overcome these challenges, we created a content-diversified strategy. We focused on optimising existing commercial content for rankings recovery and creating new informational and experience-led content in the form of blogs and claims stories.
Our enhancements across key commercial pages had an almost-immediate effect – boosting Google visibility, increasing sales, and smashing targets. Our holistic SEO strategy successfully turned their pandemic lows into performance highs, breaking several historic records since then.
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8
B2B: Social Media
Company
SHIFT Communications
Client
Citrix
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Company
Transmission
Summary
B2B has a bad reputation when it comes to creativity. As the platform that’s become synonymous with B2B marketing, LinkedIn found itself painted with the same broad brushstroke.
In a push for greater creativity in how B2B Marketers used its platform and to encourage more creative thinking in B2B, we won a pitch among LinkedIn’s Marketing Partners to create a resource that could provide best practice guidance for its Marketing Solutions and expert commentary on B2B creativity.
Our solution? Hubbub. A standalone content and creative hub packed with how-to guides, thought leadership, and platform toolkits designed to give Marketers everything they need to produce stand-out creative content on LinkedIn.
Each content piece benefitted from our subject matter experts’ insights and commentary on B2B creativity, content, and LinkedIn’s Marketing Solutions. And to bring the campaign to life, we leveraged Transmission’s extensive full-service expertise to ensure each piece was seen by the right persona, at the right time, on the right channel.
The result? A wealth of assets wrapped in eye-catching creative supported by a brand-to-demand campaign. Our programme smashed benchmarks and performance predictions – paving the way for an expansive second phase and the deepening of our LinkedIn partnership globally.
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Company
Ogilvy UK
Client
Samsung Business UK
Summary
SAMSUNG’S FOLDABLE DEVICES ARE THE ULTIMATE PRODUCTIVITY POWERHOUSE.
BUT MANY SMES THOUGHT DIFFERENTLY.
Despite foldable smartphones going mainstream, they were still seen as a premium ‘want’ rather than an everyday ‘need’. At a time of financial uncertainty, small business owners focused on their expense and not on their value.
Samsung needed to change perceptions by showing business users the true potential of their new foldable devices—how they can enhance productivity and connectivity to support new ways of doing business.
Just saying it wasn’t going to cut it though; Samsung needed to demonstrate the devices’ value in a credible way. To do this, we enlisted business influencers and entrepreneurs, and showed how they utilise Samsung’s foldable devices during the business day.
Our strategy was to leverage the power of social proof by sharing stories from influential SME entrepreneurs. We targeted aspirational leaders—technophiles most likely to buy into a premium device like the Samsung Galaxy Z Fold4—and invited them to join the collaborative community of UK entrepreneurs already using Samsung foldables. We tapped into their desire to be seen to be ahead of the curve.
Join the Fold
The result was a social-media powered business influencer campaign. Using posts and videos on influencers’ and Samsung’s channels, we drove traffic to our business website, providing insights into how SMEs were using the devices and inviting our audience to join them.
Our results exceeded expectations and targets:
• 15.2M (+116%) impressions across social media
• 1.5k website visits
• 78% target audience consideration
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Company
Hey Honey
Client
Semrush
Summary
In the fiercely competitive world of B2B marketing, Semrush, a leading digital marketing platform, faced the formidable challenge—establishing an emotional connection with its customers. To bridge this gap, Semrush, in collaboration with its in-house creative agency and Hey Honey, embarked on a groundbreaking global social-first campaign with a focus on emotive storytelling.
Semrush's campaign, "My Life, My Terms," challenges the conventional norms of B2B marketing by recognizing that every professional, even within the realm of B2B, is also a consumer with dreams and aspirations. Featuring a real customer called Gaby, this omni-channel effort highlighted Gaby's journey as a successful SEO analyst in New York City, aligning with Semrush's brand values.
Semrush acknowledged that B2B customers also have personal aspirations. The campaign positioned Semrush as a brand offering not just business solutions but an aspirational lifestyle. "My Life, My Terms" brought this to life with a social-first approach, tapping into cultural relevance.
After 7 months across social media, email, affiliates, PR, and influencers, the campaign generated 24% more payments than Semrush's top 2022 campaign.
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Company
Dentsu Creative
Client
Northrop Grumman
Summary
Since 2020, Northrop Grumman (NG) has been on a journey to establish their new brand ethos and mantra: "Defining Possible." Research showed that there was a barrier: perception. To many, the bureaucratic "black box" that is Aerospace and Defense (A&D) could never be innovative. The truth is that some of the most innovative technologies were sparked in the A&D industry.
Our goal: increase positive perception of Northrop Grumman, despite the stereotypes we faced.
Enter: "Overheard at Northrop Grumman" ("Overheard"), the first serialized comedy built for LinkedIn, letting break through the preconceived notions of key tech talent audiences, re-defining what they know about NG. "Overheard" painted a picture of life at NG through the eyes of its employees while also putting them firmly ahead of the competition as the shapers of what's possible.
Spots were placed on users' feeds across the platforms where our audiences are most active: LinkedIn, Facebook, Instagram, Twitter, YouTube, and Reddit–with post copy tailored to each channel and timing infused into culturally relevant moments.
The reaction has been extraordinary across all channels–as of November 2022, impressions across social channels have totaled ~50M, with video plays alone totaling ~43M. Compared to other creative running across social within the last year, "Overheard" performed at least 2x higher across every platform.
Overall, "Overheard" has been Northrop Grumman's most successful social campaign to date—and arguably across the entire aerospace industry—with no signs of stopping any time soon.
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Company
Gravity Global
Client
Payoneer
Summary
Background:
Payoneer – an ambitious fintech business offering a global payment platform to digital commerce SMBs for sending and receiving international payments.
The platform covers more countries than any other provider and makes the transactions easy/easier than the competition. Payoneer also cover markets that other providers avoid because they are too difficult.
The Task:
The task was to raise brand awareness in some very challenging international markets and drive new business registrations. Previously the business had never embarked on a brand campaign and solely focused on demand tactics.
The brief from the Client was to develop, launch and get a result before the end of the year giving the agency team just 4 months to show a return targeting an increase in brand awareness and 100% uplift in monthly lead volumes.
This was no mean feat and required an army of people from the agency developing market insight, brand strategy development, creative, GTM, test the work in each region and launch in The Philippines, United Arab Emirates, Brazil and India.
Results:
The business targeted a 15% uplift in new registrations and the campaign smashed the targets. The business achieved an uplift of 27% (almost 45,000) incremental registrations.
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Company
Fight or Flight
Client
Frontify
Summary
AI is the conversation dominating the media cycle - with brands and creatives scrambling to adopt the new technology. But many brands have become playthings for creators using AI tools such as Midjourney and ChatGPT. How can brand owners stay in control of brand guidelines when the rulebook appears to have been ripped up? What does this seismic shift mean for the future of brand management?
This was the challenge for Frontify, a brand management platform for creators and collaborators of brands, connecting everything (and everyone) important to the growth of your brand. Frontify helps brands to be creative, with full control.
We surveyed 500 CMOs to see how they were dealing with this loss of control. Simply put - they are terrified, and calling for greater governance. This data gave us the backbone for our media outreach. We took it further with the creation of a Real or Not Real online quiz. Out of the whopping 17,000 times the quiz was taken, the average score was 6.36 correct out of 10 - showing that even marketers have trouble identifying which brand assets are real and which are AI-generated.
https://info.frontify.com/real-or-not-re...
The quiz created huge buzz on social with significant engagement, reach and impressions across LinkedIn, Facebook and Instagram - with a combined paid and organic reach across the three channels of close to 770K - that's a lot of marketeers.
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Company
Travelport
Summary
We put Travelport+ to the ultimate test by seeing if it could get British adventurer, Jamie ‘Adventureman’ McDonald, to the 7 Wonders of the World in less than 7 days using nothing but public transport. Six days, sixteen hours and fourteen minutes later, we had our answer: yes! And a new official Guinness World Record was set!
The trip involved travelling across 4 continents, flying on 13 planes, and riding in 16 taxis, 9 buses, 4 trains and 1 toboggan. That’s 43 individual pieces of public transport that all needed to go smoothly or be managed live – all at a time when global travel was still recovering from the impact of a global pandemic.
On 11 May, we shared a video teasing the challenge on social media.
On 16 May, the full campaign launched:
- Content went live on our campaign hub.
- Hero video, as well as supporting videos, were shared on social media.
Results:
- New business leads increased 70% month-on-month.
- Organic posts on platforms excluding YouTube have had 364,899 impressions and an average engagement of 7.1%.
- Hero video received:
- YouTube: 1,547,565 views, 818 likes and 140 comments.
- LinkedIn: 68,205 views, 1,090 likes, 121 comments, 476 shares.
- Twitter: 27,737 views, 120 likes, 12 comments, 76 shares. [30 sec version]
- Facebook: 13,686 views, 603 likes, 193 comments, 207 shares.
- Instagram: 20,799 views, 3,278 likes, 125 comments.
- Travelport.com: 2,176 views.
- TOTAL: 1,680,168 views, 5,909 likes, 591 comments, 759 shares.
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B2B: Sponsorship
Company
Brands2Life
Client
Xero
Summary
Xero wanted to maximise their female football sports sponsorships to tell a greater communications story, targeting their ‘everyday’ SMB audience.
Beautiful Game, Beautiful Business told the stories of those on and off the pitch, those behind the scenes and global players running their own businesses through the world of football, women’s football.
Lioness Jill Scott went back to an earlier club and Lewes FC Maggie Murphy told the value of an equal playing, and paying, field.
The campaign catapulted Xero into the Laureus Sport for Good Index 2022 – one of 29 brands making a difference to the world of sport.
*BEIS 2022
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Xero comms | Brands2Life | ||
| Marketing Team | Brands2Life |
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6
B2B: Technology
Company
The Marketing Practice
Client
Amazon Web Services (AWS)
Summary
Cloud computing offers enormous potential for businesses to grow, innovate, control costs and become more resilient. However, until recently, these advantages have been considered beyond the reach of small and medium-sized businesses (SMBs).
Amazon Web Services (AWS) set about changing that perception and opening up the opportunity of the cloud to businesses of all sizes, including SMBs. With the help of their agency The Marketing Practice, AWS devised a global nurture campaign with regional localisations and a Marketo-driven email cadence.
Three goals were set:
• Reduce lead-to-opportunity conversion time from the pre-2021 average (EMEA and NAMER regions) of 6 months to 4 months
• Outperform other AWS email benchmarks
• Support pipeline generation
The use of well-orchestrated technology platforms was central to the programme’s success. Technology helped the team run consistent campaigns in different global regions; carry out A/B testing for optimisation; automate activities across hundreds of thousands of contacts; and accurately track results.
The original goals were exceeded.
This programme slashed lead-to-opportunity conversion time from 6 to 3.5 months; beat internal AWS email benchmarks; and influenced opportunities far exceeding pipeline targets. What’s more, findings from the A/B testing of localised content and messaging was used to refine global brand strategy.
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Company
Fight or Flight
Client
Expedia Group
Summary
Say “Expedia” and people think of the travel website that helps travelers plan and book flights, hotels, car rentals and activities. But the company faced the massive challenge of bringing together its 21 brands under the Expedia Group umbrella, championed by Expedia, Hotels.com and Vrbo. To do this, they needed to unify onto one tech platform, which would increase agility, supercharge AI capabilities, and lay the foundation to move quickly on new technologies. To establish itself as a genuine innovator of tech for travel, the company’s narrative needed a massive shift too. This was the brief for global B2B communications agency Fight or Flight.
The approach focused on three areas: a) Expedia Group's tech transformation and how it sets the company up to be more agile and able to jump on new advanced technologies b) The company’s innovations and products that solve common traveler pain points c) Expedia Group’s mature AI and machine learning capabilities that elevate the company as an AI leader in travel. The campaign transformed the perception of Expedia Group among its core B2B audience in the technology and travel industries with 84% more likely to consider Expedia Group a tech company and an AI innovator today than before the campaign and 81% likely to book travel through Expedia Group because of its technology transformation and products.
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Company
Mower
Client
First Energy
Summary
Drone demand is growing at an explosive rate. Ownership has accelerated due to the FAA granting hundreds of new exemptions to operate drones.
This loosening of regulations is compounded by a lack of education. FirstEnergy knows how essential drones can be for their business, their communities and customers. They also know how dangerous power lines and electrical equipment are to drone operation. Because these accidents can cause injuries, power outages, even death.
FirstEnergy needed to alert drone pilots of the dangers of operating drones near powerlines or other electrical equipment and educate pilots to avoid them. Success was measured by audience engagement and amplification of FirstEnergy’s commitment to safety.
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Company
Stein IAS
Client
Paper and Packaging Board
Summary
The Paper and Packaging Board (P+PB) launched their 'Box to Nature' program at Pack Expo, a major trade show with over 45,000 attendees. The program aimed to educate consumers about proper recycling practices by incorporating an inspiring mark on the packaging, along with a QR code leading to an interactive digital recycling education program.
To create a significant impact and generate awareness, P+PB devised a high-impact, tech-led innovative idea for their presence at Pack Expo, themed around ‘Pack to the Future.’ They constructed a life-size cardboard DeLorean placed inside a fully recyclable, corrugated booth. Additionally, they designed a captivating VR experience, allowing attendees to sit in the driver's seat, where a holographic mad scientist appeared. The scientist guided them through a virtual wormhole, leading to the sustainable future made possible through the 'Box to Nature' program’s efforts.
By executing this innovative and engaging concept, P+PB aimed to attract attention from manufacturers and brands at Pack Expo, ultimately encouraging them to join the 'Box to Nature' program. Through their captivating presence at the largest industry event in the United States, P+PB created the momentum and support they wanted for their recycling initiative.
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Company
Moloco
Client
Lessmore
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Company
Intercept
Client
Microsoft
Summary
Challenge
Microsoft Surface devices, known for their premium design and performance, are a top choice for Windows users. However, being up to 30% more expensive than traditional PCs, showcasing their value in person became essential for reseller partners to secure sales. With a growing portfolio of over 10 devices and the rise of hybrid work, effectively demonstrating the Surface line-up to customers became increasingly challenging.
Approach
To address this challenge, Microsoft introduced the Hybrid Device Showcase Kit – a first-of-its-kind solution. The physical kit, housed in a sleek and sturdy travelling case, accommodated up to 6 devices and included accessories and a table skirt for trade shows.
When in-person meetings were not possible, partners activated the digital version of the kit. This immersive virtual environment allowed customers to explore the entire Surface lineup remotely, examining devices from every angle, zooming in and out, and exploring features. Additionally, tools were integrated to calculate the total cost of ownership and carbon footprint for each device, quantifying the business value.
Results
Achieved the goal five times over.
Responding to partner demand, a second version of the kit was created to cater to education customers. This program set a new standard for elevating the Surface device experience in modern workplace.
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6
B2B: Technology-Led Innovation
Company
Boulder Group
Client
SCIEX
Summary
Every June, Scientists from all over the world gather for the most important date in the Mass Spectrometry calendar, ASMS - in essence, the MWC of its field.
World-changing innovation is unveiled by vendors who are transforming the landscape of molecular analysis, from drug discovery to gene and cell therapy, biomarker quantification to protein therapeutics. The future of health really is unveiled at ASMS.
But despite the progress on show, vendors often fail to reflect the same level of ambition, innovation and creativity in their brand experiences. Generic animated molecules, cheap giveaways and stock imagery of men in lab coats is rife, undermining the ambitions and abilities of lab leaders, big pharma customers, PhD students and the next generation of scientific future gazers who attend.
As pioneers and disruptors in this category, SCIEX tasked Boulder with capturing the imagination of eventgoers, looking beyond rational product messaging and towards a more meaningful and inspirational brand experience.
The result was a multi-dimensional journey, blending inspired storytelling, subtle product promotion, an immersive group experience, introspective lead generation and a first-of-its-kind, hyper-personalised AI generative pay-off.
The results spoke for themselves. And in the words of a very happy client “In 2023, SCIEX won ASMS!”
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Company
George P. Johnson (GPJ)
Client
IBM
Summary
Data security professionals are inundated with cyber threats daily. IBM Security Randori is an attack surface management platform that provides businesses with the attacker’s perspective, prioritizing and pinpointing the targets that would be most tempting to the attacker – the ones that could ultimately result in a data breach. To showcase how Randori delivers this level of awareness, control and confidence to customers, we designed an interactive experience that immerses users into a first-of-its-kind visualization of a real client’s attack surface, giving them the ability to see what an attacker sees, and showing how Randori empowers them to take action before an attacker does. A close collaboration between IBM, the Randori product team, GPJ and FIELD.IO, the experience allows users to explore these never-before-seen visualizations of real attack surfaces through gesture-activated Ultra Leap motion technology. Users have the ability to hover, grab, rotate, dive into and zoom out of the data – all while uncovering key insights and information related to how Randori keeps them attuned to the most critical threats. Combined with rich storytelling and ambient sound design, the experience enables users to learn exactly how Randori functions, all while experiencing first-hand just how powerful the tech is.
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Company
361 Communications
Client
OneWeb
Summary
Providing internet connectivity from space in one of the UK's most remote and austere locations, is no mean feat. But through clever insights, creative story development and pure grit and determination 361 Communications delivered genuine business results for their client OneWeb. Braving -10 chill factors on the side of a mountain, the 'die by the sword' activity showcased perfectly the latest technological innovations that would enable first responders and businesses working in disconnected areas to be connected any time, anywhere.
5 new business leads for OneWeb, requests for demonstrations by NATO and the Red Cross, 105 pieces of coverage and a reach of 77.7m - this activity landed perfectly into the hands (and eyes) of key decision makers, becoming a global best in class example of thinking and doing differently for OneWeb.
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Company
Intercept
Client
HP
Summary
Challenge
Companies today have access to a plethora of "as-a-service" solutions, accelerating innovation but also leading to a surge in subscriptions and ballooning costs. HP recognized this challenge as an opportunity and introduced the HP Subscription Management Service to help organizations optimize their cloud subscriptions effectively. They needed a launch campaign to secure market traction.
Approach
We took a data-driven approach, analyzing HP customers and leveraging software usage insights, buying intent data, and D&B audience research to identify our target audience.
We employed a multi-channel strategy to engage our audience, leveraging display, search, YouTube, content syndication, and publisher-direct media buys. Leads were nurtured through automated email campaigns and handed off to sales once they showed interest.
Results
179% of lead generation target attained
2x email open rate compared to industry average
7x click-through rate compared to industry average
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Company
Audiomob
Client
Christian Facey & Wilfrid Obeng
Summary
Our report is an introduction to our world, the technology we create, and the ways in which we implement it.
This report outlines:
Our core purpose as a business
The audio ad formats which we provide for game developers
The innovative, patented technology that powers our ad solutions
How it all comes together to support an audio advertising campaign.
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Company
J.P. Morgan Payments & Frog
Client
J.P. Morgan Payments
Summary
The U-Ring was co-innovated on behalf of Resort operator clients to help them elevate the magic of their physical on-site experience, deliver greater and more trackable loyalty benefits and keep their guests on property longer. It’d also create a critical differentiator that smart watches and smartphones couldn’t afford to VIP clientele– the gift of presence – by empowering people to leave their phones & wallets in their room, break free from distractions and revel in the moment
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8
B2B: Thought Leadership
Company
Edelman Smithfield
Client
London Stock Exchange Group (LSEG)
Summary
To celebrate and create awareness of the 50th anniversary for women working on the Trading Floor, the London Stock Exchange Group wanted to demonstrate how they are championing and building an inclusive DE&I culture across the sector.
The campaign used the anniversary to place ongoing vital conversation around inclusivity at the centre of financial services, producing a report on ‘Charting 50 Years of Change for Women in the UK’s Finance Sector’ in partnership with CEBR. The report explores the economic impact of women in the City over the past 50 years and predicts how that could develop in the future.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Latika | Shah | Senior Director | Edelman Smithfield |
| Louis | Supple | Account Director | Edelman Smithfield |
| Hamza | Ali | Senior Account Manager | Edelman Smithfield |
| Hastings | Tarrant | Account Executive | Edelman Smithfield |
| Sarah | Amacker | Head of Content Emea | Edelman Smithfield |
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Company
Man Bites Dog
Client
GHD
Summary
With the infrastructure agenda dominated by the decarbonisation imperative, Man Bites Dog identified the clear blue space for global engineering company GHD to lead the conversation on the vitally important but neglected agenda of water security.
Our pioneering thought leadership campaign, Aquanomics, put water security high on the business and government agenda by quantifying the financial impact of water risk and positioned GHD as experts in the solution: water resilience.
Aquanomics projected – for the first time – the economic impact of future water risk at a country and sector level, covering 10 geographies across GHD’s footprint, representing a diverse range of climates. It revealed that droughts, floods and storms could wipe $5.6 trillion from global GDP between 2022 and 2050.
By focusing on the commercial and societal impact of water risk, Aquanomics reached beyond the water industry to gain the attention of global policy influencers and heads of industry, creating a powerful business case for early investment in water resilience.
As GHD’s first truly global thought leadership campaign, Aquanomics transformed GHD’s profile and provided the blueprint for future campaigns. The campaign earned over 1,400 pieces of media coverage across GHD’s focus markets, and the Aquanomics microsite has received almost 200,000 visitors to date. Crucially, the world-first research empowered GHD to share its message at the UN’s Conference of Parties (COP) for the first time, using the findings as the basis for presentations and roundtable discussions exploring water risk at COP27.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Claire | Mason | Founder and CEO | Man Bites Dog |
| Fiona | Buckley | Divisional Director | Man Bites Dog |
| Sean | Farrance-White | Associate Director | Man Bites Dog |
| Danielle | Anderson | Senior Consultant | Man Bites Dog |
| Maddy | Tucker | Consultant | Man Bites Dog |
| Rod | Naylor | Global Lead Water | GHD |
| Kathryn | Newland | Marketing Communication Lead | GHD |
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Company
Stein IAS
Summary
In 2022/23, we pushed our thought leadership championing B2B creative effectiveness higher, winning more new business than ever before.
For years, we’ve lobbied the Lions to add B2B as a category and our efforts have finally borne fruit, with the launch of the Creative B2B Lions at the 2022 Cannes Festival. Securing this achievement in the fall of 2021, we activated an all-out Thought Leadership Strategy in 2022/23:
• Hosting our most star-studded, best-attended event – focused on B2B’s rising creative tide
• Entering the B2B metaverse at ANA Masters of B2B Marketing
• Publishing with WARC at Cannes on creative effectiveness in B2B
• WARC endorsing our IP – the Big Long Idea – as an official vehicle to climb the B2B Effectiveness Ladder
• Sponsoring and hosting the International Advertising Association’s B2B Brand Summit
Then we brought our thought leaders to Cannes – having the honor of being on the inaugural B2B jury and on-stage at the Palais, promoting the creative effectiveness of Big Long Ideas. And, last but not least, Tom Stein’s thought leadership in creative effectiveness saw him appointed as President of the B2B jury in 2023.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| This was a collective effort, | so we give | collective credit | to the whole team at Stein IAS. |
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Company
LinkedIn (Marketing Solutions/Ads Business)
Summary
Last year, we decided to go all-in on B2B thought leadership with the launch of the LinkedIn Collective – an on-platform community designed to showcase original, insightful, innovative thought leadership from a diverse field of voices across the industry. The binding mission with this content initiative: inspiring what B2B can be.
The LinkedIn Collective was built with two key purposes. First, to offer high-quality and high-impact thought leadership content for a specific, sophisticated audience of B2B marketers. And second, to demonstrate LinkedIn’s capabilities as a publishing platform, setting an example for other brands to follow.
From the outset, the main measurable objective with this new content initiative was to build and grow a following, ideally with a high percentage of B2B marketing leaders and executives. Starting from scratch can be daunting, so we knew we had to hit the ground running with incisive content that would prove irresistible to the folks we wanted to attract.
In nearly one year since launching, the LinkedIn Collective has published more than 250 posts and has already amassed more than 24,000 followers on LinkedIn.
In Q1 and Q2 of 2023, the Collective saw 82.57% growth in total followers, adding tens of thousands of new members to our brand community. High-performing posts have achieved impressive engagement rates as high as 40%, compared to engagement rate benchmark of 2.48%. The Collective’s average click-through rate also surpasses our KPI benchmark by 17.86%. Our audience is senior - 32% senior, 15% director, 9% manager, and 4% owner.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Steve | Kearns | Global Head of Content | LinkedIn Marketing Solutions |
| Tequia | Burt | Editor in Chief & Senior Content Marketing Manager | LinkedIn Marketing Solutions |
| Alexandra | Rynne | Senior Content Marketing Manager | LinkedIn Marketing Solutions |
| Alexandra | Morales | Senior Content Manager | LinkedIn Marketing Solutions |
| Jane | Deehan | Senior Content Marketing Manager | LinkedIn Marketing Solutions |
| Yolanda | Zaw | Senior Content Marketing Manager | LinkedIn Marketing Solutions |
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Company
J.P. Morgan Payments
Client
J.P. Morgan Payments
Summary
Our pilot, Payments Unbound Volume 1, delivered 26 pages of content focused on the future of digital wallets, connected cars, the metaverse and more, with a dedicated launch party at the Money20/20 conference in Las Vegas. What we couldn’t plan for was the concept spreading through global sales partners and their clients, resulting in demand for the print version outpacing supply. When we came to execute Volume 2, we tripled the print quantity and took the even bolder step of nearly doubling the pagination. We also built an automated shipping solution to round out aspirations of creating and scaling an industry-leading, tangible thought leadership magazine
Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| N/A | N/A | N/A | N/A |
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Company
Addleshaw Goddard, Digital Radish & Meridian West
Client
Addleshaw Goddard
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Alex | Marczewski | Marketing Manager | Addleshaw Goddard |
| Brian | Macreadie | Head of Marketing | Addleshaw Goddard |
| Ben | Kent | Director | Meridian West |
| Bertie | Heppel | Senior Consultant | Meridian West |
| Jack | Toop | Senior Creative Copywriter | Digital Radish |
| Lauren | Tucker | Account Director | Digital Radish |
| Ben | Chamberlayne | Art Director | Meridian West |
| Lewis | Jones | Design & Video Director | Digital Radish |
| Marius | Siddall | Senior Account Executive | Digital Radish |
| Charlie | Boon | Strategist | Digital Radish |
| Kate | Kempley | Senior Business Development Manager | Addleshaw Goddard |
| Justine | Joisce | Business Development Manager | Addleshaw Goddard |
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Company
Capgemini Global Industries Marketing Team
Client
Capgemini
Summary
Sustainability in the global automotive industry is a business and societal imperative, yet the complexity and lack of unified vision across automotive organisations means companies have struggled to make progress.
Our research showed that, although the importance of sustainability was clear, the way to get there was not. We enlightened our audience by:
Revealing the Many Roads to Sustainability
Goals:
- Establish leadership position on Sustainability in the Automotive industry
- Complement our NetZero ambition and help clients do the same
- Build momentum leading up to our major presence at the Paris Motor Show 2022
- Make sustainability accessible and relevant to a broad range of roles (IT, procurement, engineering, manufacturing) from across existing and prospective clients
- Improve Capgemini’s search-term ranking related to “sustainability in automotive”
- Increase visits to Capgemini’s Automotive webpages
We created a thought leadership program spanning July 2022-July 2023, comprising:
● Surveying 1000+ industry executives around the world
● Developing a ‘Big picture’ Point of View
● Authoring an industry-focused research report
● Creating 10 Expert Perspectives from different Capgemini business areas
● Creating an Innovation podcast, featuring client and technology partners
● Supported by videos, social media, display advertising, activation of experts, speakers and partners.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Vito | Labate | Vice President, Global Industry Marketing | Capgemini |
| Ruth-Anne | Peters | Global Automotive Industry Marketing Director | Capgemini |
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Company
FT Longitude
Client
Fujitsu
Summary
We’re on a deadline to save the planet – and we can’t do it unless businesses become more sustainable. But many companies aren’t sure how to marry sustainability with profitability.
In 2021 Fujitsu launched new brand Fujitsu Uvance, offering digital services to help businesses transform sustainably.
To raise awareness, Fujitsu needed an engaging thought leadership campaign that could cut through a noisy market.
The objectives:
Position Fujitsu as a leader in sustainability transformation
Acquire and engage a wider audience of C-suites
Get them to see Fujitsu in a different light
An FT survey revealed a business “sustainability gap”. Using survey insights, the FT and Nikkei created a distinctive global thought leadership content campaign, amplified with live events.
Not only did this campaign boost brand consideration by an astonishing 81% – unusually, it also enabled Fujitsu to form valuable, immediate new business relationships.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| David | Gentle | Global Head of Message and Insight | Fujitsu |
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5
B2B: TV and Film
Company
McCann New York
Client
State Street Global Advisors
Summary
If the last couple years have taught us anything, it’s that the stock market can turn on a dime. When volatility inevitably strikes, the ability to get your money out of (and into) the market can dry up in an instant.
State Street Global Advisors wanted to remind investors that their liquid DIA exchange traded fund is a good way to prepare for that kind of risk, something often ignored when markets are calm.
Building on his previous work for State Street Global Advisors, acclaimed director Björn Rühmann brought to life a series of relatable yet memorable situations people need to get out of or into—or both.
The campaign is infused with his trademark comedic and slightly absurdist European sensibility, featuring characters and worlds we can laugh and identify with.
This campaign allowed State Street Global Advisors to continue to reassert themselves as the market leader in liquidity.
After seeing the commercials, 60% of our audience said that they were likely to consider adding State Street’s DIA to investment portfolios. As a matter of fact, the campaign generated over 1,400 new marketing leads.
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Company
Doremus+Co
Client
LEGO Education
Summary
For over 40 years, LEGO® Education has focused on making learning fun and impactful. With a hands-on approach, LEGO Education works with teachers and educational specialists to deliver playful learning experiences with a focus on STEAM principles that help build 21st-century skills in students of all ages.
To help drive brand awareness and market penetration of their products, we created a campaign based on an insight that emerged from research: kids aren’t afraid to fail. The integrated campaign shows how important it is to capture, preserve, and harness the natural inclination that kids have to keep trying and the power of LEGO Education solutions to inspire and motivate them.
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B2B2023Awards Doremus LEGOEducation.pdf
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Company
Mower
Client
First Energy
Summary
FirstEnergy is doing more than bringing energy for the here and now. They are creating exciting opportunities for all that lies ahead. And they’re able to do that because of their employees—a bright and inclusive workforce that’s focused on the future.
Many know them as a passionate group committed to building the grid of tomorrow, today. One that brings energy and data together to deliver safer, more reliable energy.
But what you may not know is that they are also working each and every day to create new possibilities for their communities—to bring more peace of mind to every part of life. These are the people who not only lead the way—but light it.
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Company
JOAN Creative
Client
S&P Global
Summary
After a groundbreaking merger with IHS Markit in 2022, S&P Global created a multichannel campaign to galvanize the brand’s purpose, show off its expanded offerings, and re-introduce itself to the world.
To maximize its impact, the campaign targets key decision-makers and business leaders, re-defining them as Visionaries, to inspire a sense of curiosity in the people who can change the world.
The campaign was born from one core creative concept: Seeing is simple, but to really push progress forward you must do more than see. You must seek.
This key insight inspired our platform line “Seek & Prosper,” which we transformed into an emotional rallying cry, inspiring decision-makers and Visionaries to seek more than the ordinary. To look beneath the surface and beyond the horizon. Reminding them, “A better, more prosperous future awaits. It’s yours for the seeking.
The idea opened the door to new worlds, taking audiences beyond the boardroom and into metaphorical adventures. From the depth of the ocean to dark caves to the open skies, every piece of work within the Seek & Prosper campaign is centered around a Visionary and infused with the spirit of curiosity and exploration established by the same core concept.
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Company
Doremus+Co
Client
Vonage
Summary
Business decision makers who were looking for communications solutions were paralyzed by a problem: too many companies were promoting similar features in the same ways. How was a BDM to choose?
As a global leader in cloud communications, Vonage had an answer. Instead of flogging features, they launched a new wave of videos for their core campaign using humorous human stories to illustrate that whatever businesses needed, “Vonage Does That”.
From an architect working in the backyard to escape their bagpiping daughter, to a customer support agent cracking up from answering the same questions all day, “Vonage Does That” showed how businesspeople could use the company’s apps, software, and other tools to adapt for the evolving workplace—while their competitors were only talking about it.
By making the real-world applications BDMs cared about memorable, Vonage helped buyers see the path to accelerating their digital transformation and drove a positive perception shift of the Vonage brand. And, of course, caused a few chuckles along the way.
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6
B2B: Website
Company
evensix
Client
evensix
Summary
evensix is a digital brand and product agency who, after three years in business, was looking for a modern web platform to communicate its revised proposition and illustrate its capabilities. We quickly realised that the main goals were threefold: clearly and concisely communicate our proposition, illustrate our refined skills through our case studies, and create a visually stunning platform that in itself, could successfully demonstrate the boundless creativity we offer to all our clients.
We started by creating a playground in Figma to experiment with, and refined our proposition in tandem. We wanted to be concise about who we are and what we offered, and really let the visuals and interactions do the majority of the communication. This meant that we invested time into how users navigated the site, including flowing seamlessly using infinite scroll.
We utilised progressive technology including WebGL and Canvas to showcase our 3D abilities as well as featuring interactive hover states which brought movement to our work, encouraging the user to immerse themselves into our world.
We utilise the same technology stack we recommend to our clients, with a headless architecture that features Sanity.io as our CMS, Vercel for hosting and Next.js as a React framework for frontend code.
The success of the site can be measured in considerable increases in sessions, page views, average session duration as well as a 500% uplift in new business enquiries and recognition from industry peers including Awwwards and CSS Winner.
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Company
MRM
Client
Forest Stewardship Council
Summary
3. FSC: Transforming the relationship between commerce and sustainability: The Forest Stewardship Council (FSC) is the world’s most trusted certification program for sustainable forestry. When consumers see FSC’s logo on products made from forest materials, they know the products come from responsibly managed forests.
But before consumers can buy FSC-certified products, businesses have to make them. FSC’s website wasn’t doing the job of recruiting new businesses. The site was built “inside-out”—with complex navigation that mirrored FSC’s internal organization; pages that were coldly technical; and journey dead-ends that left businesses confused rather than motivated.
Our goal: to make FSC.org as beautiful, inspirational, and seamlessly interconnected as the forest itself. Our overhaul touched every aspect of the site, with the goal of raising low engagement rates and mediocre user scores.
The success of the new FSC.org was evident from the get-go. Bounce rates declined 98%, visitors spend 49% more time on the site, and they view 49% more pages. User scores across every metric—including ease of navigation, design, and content quality—increased by an average of 26 points. Understanding of FSC climbed 32%, and its Net Promoter score increased 20%.
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Company
Wunderman Thompson
Client
Dassault Systèmes
Summary
Every good we use in our homes has an ecological impact that increases on the scale of a house, a city ... So the Home & Lifestyle industry must reinvent its way of thinking, designing, and producing to create more sustainable products.
Dassault Systémes wanted to prove them that with Dassault Systèmes tools, it is possible to reinvent the design and production process to create home goods with a lower carbon footprint.
To achieve this, we created THE POSITIVE HOME PROJECT, a website that is first and foremost an average house, with its architecture, its rooms and everyday goods. With the help of designers and engineers, as well as precise data and simulations, we have improved every component of its goods. To the point of drastically reducing their footprint.
The immersive BtoB experience invited professionals to visit each room of this virtual house and follow the design of its eco-designed products.
Numerous video contents were broadcasted on the website. A webinar format video was organized with Dassault Systèmes experts to answer our customers' questions.
Our spectacular results, both in terms of CO2 emissions reduction and innovation in the accessibility of technical optimization, have enabled us to rekindle the interest of the Home industry players.
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Company
Torpedo
Client
Panasonic Connect
Summary
In the competitive and rapidly changing digital landscape, Panasonic Connect recognised the need for a fresh and innovative website to provide an exceptional online experience for their 2.5 million yearly global visitors.
The goal? Overcome the challenges that customers face when trying to access information about high-quality products, services, and support, whilst also highlighting a new solutions architecture that uses a combination of products within industry verticals. To do that we needed to create a state-of-the-art, multilingual/regional, efficient, SEO optimised, and customer-centric website.
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Company
SGS
Summary
Our goal: create a single, flexible platform that empowers compelling experiences to boost lead generation and achieve business growth. We aimed to achieve SEO dominance in the TIC sector by consolidating 80+ local domains into a single, user-friendly web presence.
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Company
Interbrand
Client
Topsoe
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