Business-to-consumer (B2C) advertising may “play on a larger stage with brighter lights, but the stakes are higher, and the values are bigger” for business-to-business (B2B) communications, insisted Dean Aragón, CEO for Shell Brands International and global vp/brand for the Shell group, the energy company.
“I’ve spent most of my career with FMCGs,” said Aragón, “but there's a lot of richness in B2B.”
In fact, he added, “A lot of these B2C principles play out in a richer way in B2B” because the audiences are so well-defined and identifiable.
By contrast, marketers at a consumer packaged goods enterprise like Unilever –...