B2B

Marketing to the business world

Decision Making


Lise Pinnell, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how first direct, the UK bank, differentiated itself from other banking offerings to attract new customers.


Steve Hopkins and Tim Whirledge, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how BT, the telecommunications company, used a new sports channel with football rights to reduce customer churn and drive acquisition of new customers in the UK.


Paul Handley, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how QualitySolicitors, a network of solicitors in the UK, took a new approach to the category to build trust, by making the brand feel more personable and approachable.


Michael Lee and Bryan Jago, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study demonstrates how easyJet, the low-cost European airline, employed its first ever brand campaign to improve brand and sales performance, while reducing marketing investment.


Phil Springall and Sotiris Migkos, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how Kärcher, the German cleaning equipment manufacturer, changed consumer perceptions of its business to successfully launch a new cleaning tool, which allowed it to follow-up with more products in the range.


Carl Sarney, Institute of Practitioners in Advertising, Gold, Best International, IPA Effectiveness Awards, 2014

This case study demonstrates how the National Depression Initiative (NDI) in New Zealand used an online self-help tool to deliver medically significant improvements in depression sufferers and reduced costs for the Ministry of Health.


Richard Storey, Institute of Practitioners in Advertising, Gold, Best New Learning, IPA Effectiveness Awards, 2014

This case study demonstrates how Transport for London and the Olympic Delivery Authority communicated with Londoners to prevent breakdown in the public transport network during the London 2012 Olympic Games.


Rachel Walker, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how Sensodyne Pronamel, the toothpaste variant, was launched to tackle the emerging dental problem of acid wear on teeth in the UK and US.


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.

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