B2B

Marketing to the business world

Decision Making


Geoffrey Precourt, Event Reports, IAB Annual Leadership, February 2015
This event report outlines six priorities for GE, the industrial conglomerate, as it tries to ensure its marketing output remains fit for purpose. Brands are becoming "networks" which increasingly own media rather than simply "renting" it.

Research on Warc, Ehrenberg-Bass Institute, February 2015

This report analyses how changes in lifestyle and media have changed how business executives access business and finance news content, suggesting that traditional targeting of working hours no longer holds true.


Geoffrey Precourt, Event Reports, IAB Annual Leadership, February 2015

This event report shows the New York Times Co.


Professor Harlan E. Spotts, Marc G. Weinberger and Michelle F. Weinberger, Admap, March 2015

This article explains research into the impact of PR on corporate reputation, and how this feeds into sales, and recommends that brands pay more attention to PR.


Institute of Communication Agencies, Gold, Canadian Advertising Success Stories, 2015

This case study demonstrates how Moms Demand Action for Gun Sense in America (MDA) spread an anti-firearms message in the US by targeting Starbucks, the coffee chain.


Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study describes a campaign to promote the University of Manitoba (in Canada) as an education destination for school leavers.


Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study explains how York University, a post-secondary educational centre in Canada, reversed a decline in applications with an inspirational and aspirational message featuring current and past students.


Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2015

This event report demonstrates how Target, the retailer, has extended its sustainability efforts to cover the advertising production process.


Design Business Association, Silver, Design Effectiveness Awards, 2015

This case study describes how a complete re-branding and design overhaul saw Fair Trader, a cooperative model based on selling fairly traded products in the UK, move from loss to profit in just 12 months.

WARC RECOMMENDS


WARC BRIEFING

B2B

An overview of the B2B marketing sector


CASE STUDY

American Express: Small Business Saturday

How a financial services giant established a national event


ARTICLE FOCUS

How best to market to professionals?

Millward Brown on using media to reach a B2B audience


ARTICLE FOCUS

Brand strategy for B2B companies

What B2B and B2C brands have in common