Creativity with impact: Committing to B2B brand building

Looks at ideas that have combined ambition and creativity, and produced results, using three award winning case studies.
  • Creativity and brand building are crucial for B2B growth just as they are in consumer marketing.
  • T hese case studies all show how higher spends, longer durations, and more media diversity creative commitment boost a campaign's effectiveness, particularly in terms of long term goals such as brand fame, trust and thought leadership.
  • Mental availability is crucial for B2B brands, because they need to stay front of mind for all potential customers not just those in the pipeline....

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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