WARC Awards for Effectiveness: Business-to-Business

The Effectiveness Show 2023

Watch episode two – the Gold and Grand Prix winner announcements here now

Or go back to episode one for the Bronze and Silver winners

Grand Prix

Two men in a corridor standing up to their waists in water

The Hire

DDB Mudra Group, Bangalore
Recruit Holdings

Indeed promoted itself in India by targeting small- and medium-sized businesses (SMBs) with a humorous campaign about the pitfalls of informal hiring practices.

Around 70% of Indian SMBs hire via casual, personal recommendations, which is partly due to a lack of recruitment know-how.

Indeed launched a series of humorous films demonstrating the dangers of informal hiring and presenting Indeed as the solution and increased consideration by 10%.





This category will reward effective campaigns from one business targeting another.

2023 Judges

A judging panel of industry experts, chaired by Wendy Walker, VP Marketing Asia, Salesforce, will be reading the entries.

Creativity in B2B has never been more important - it’s an economic multiplier that is needed more than ever as a competitive differentiator and so I’m thrilled to be chairing this important category. We’ve seen a real creative renaissance in many B2B brands recently, and so my hope is that we see work submitted that really demonstrates this: a blend of technology, data, creativity, and commitment to craft.
Wendy Walker

Wendy Walker, Chair of the Business-to-Business category, WARC Awards for Effectiveness 2023
VP Marketing Asia, Salesforce

B2B Effectiveness Ladder image

The B2B Effectiveness Ladder

A framework with which to better understand and categorise the common objectives and results of B2B marketing.

Shortlisted entries in the Business-to-Business category will receive feedback on how they’ve performed on the WARC/LIONS B2B Effectiveness Ladder so that you can drive your business forward.

Previous winners

There were five winning case studies in the 2022 competition, with Maersk: The Upside of Integrated Logistics, through Havas Business, London, taking the Grand Prix.

Maersk shifted the conversation from risk to opportunity by turning the world of logistics upside down with an Alice in Wonderland-esque film and a diverse media mix that included upside-down visuals.

The creative received strong view-through rates and a high number of interactions, while Maersk's share of voice in the category enjoyed a significant increase.