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
DDB Mudra Group, Bangalore
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%.
The Middle Can Make All The Difference
State Street Global Advisors
McCann, New York
State Street Corporation
Delivering Dignity to Those Who Deliver
McCann Worldgroup, New Delhi
Let's Create a New IBM
Ogilvy, New York
Meet the Future of Consultancy
GUT, Buenos Aires
Demand More, Deliver More
Stein IAS, New York / Wongdoody, Seattle
This category will reward effective campaigns from one business targeting another.
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.
VP Marketing Asia, Salesforce
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.
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.