B2B

Marketing to the business world

Decision Making


Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2014

This event report show how General Electric is using native advertising as part of its wider content marketing mix.


Casey Grant and Adam Weiss, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes a mobile app created by AstraZeneca, the pharmaceuticals company, to promote patient compliance with a cholesterol-lowering medication in Japan, through gamification and timely messaging.


Casey Grant and Adam Weiss , Warc Prize for Asian Strategy, Entrant, 2014

This case study demonstrates how Eli Lilly Japan, the pharmaceutical company, used a digital platform to enable medical representatives (MRs) to engage doctors.


Basant Rathore and Bhakti Malik , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how, in an increasingly digital age, newspapers in India were seeing a gruesome shift in the axis of journalism - a shift from 'shaping views' to 'delivering news', thereby diminishing the role of the 'conscience-keeper'.


Sailesh Wadhwa, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how FrogAsia, a education technology provider, used an online game to engage teachers and schoolchildren and improve the standard of English used in Malaysia.


Michael Sandstrom , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Google wanted to strengthen their connection with Japanese business owners by assuring potential customers of Google's commitment to their business.


Saeka Zafar , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Johnson's Baby promoted a unique range of baby skincare products in India by targeting paediatricians.


Lim Wai Yee and Edward Ong , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how, in April 2013, R.


Sumana Samuk , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how IBM, the technology firm, sped up the process of converting leads in India by profiling users individually.

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