From the editor: The human business story
Colin GrimshawWarc
It is a fact that many of the biggest companies in the world are predominantly B2B brands – in hugely important sectors of the economy, from energy and technology to manufacturing and finance. Yet they are underrepresented in advertising and marketing industry commentary and analysis.
We dissect everything that Coca-Cola, Nike, Apple and Starbucks do, but what about Shell, GE, FedEx and Cisco? Well, as this month's Admap Focus on B2B Marketingdemonstrates, it is business brands like these that are doing some of the most interesting...