Marketing to the business world

Decision Making

Bijal Pathak, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how pharmaceutical brand Lifescan created a new diabetes management system and complete education curriculum for diabetics and their caregivers in Kingdom of Saudi Arabia (KSA) to increase sales of its products.

Jay Chiat Strategic Excellence Awards, Bronze, 2014

This case study describes a re-branding exercise undertaken by All Nippon Airways (ANA), a Japanese airline that wanted to extend its global appeal.

Case Study

IBM: Food Truck
Jay Chiat Strategic Excellence Awards, Silver, 2014

This case study explains how IBM, the technology firm, increased awareness of the capabilities of Watson, its cognitive computing system, and IBM's Cloud computing software amongst software developers, with an ultimate aim of securing sales.

MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes how Procter & Gamble developed an interactive smartphone app to promote effective brushing behaviour and technique among users of its Oral-B electric toothbrush.

Lubna Khan, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how the Dyslexia Association of Malaysia, a charitable organisation, spread understanding amongst parents by publicising the achievement and creativity of people with the condition.

Stephen Whiteside, Event Reports, Content Marketing Summit, September 2014

This event report explores the power of humour in business-to-business marketing, based on the views of Tim Washer from Cisco – and a trained comedy writer and performer.

Low Lai Chow, Case Studies on Warc, July 2014

This case study looks at how British Airways tapped into business-related social media to attract its target audience with carefully selected content.

Low Lai Chow, Event Reports, ad:tech ASEAN, July 2014

This event report looks at how Google successfully adopted a person-to-person approach to B2B selling via social media, eschewing corporate pages in favour of one-to-one communications leading to sales meetings.

Stephen Whiteside, Event Reports, Northside Festival, June 2014

This event report shows how General Electric (GE) has used content marketing to build consumer relationships, awareness and interest in its brand.




An overview of the B2B marketing sector


American Express: Small Business Saturday

How a financial services giant established a national event


How best to market to professionals?

Millward Brown on using media to reach a B2B audience


Brand strategy for B2B companies

What B2B and B2C brands have in common