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...
Business-to-business (B2B) marketers should give deep, human insights the same exalted status as consumer brands do in developing their campaigns.
WARC subscribers can sign in to keep reading
Not a subscriber?
WARC helps you to plan, create and deliver more effective marketing
Prove your case and back-up your idea
Get expert guidance on strategic challenges
Tackle current and emerging marketing themes
WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.
Strategy Partner, Fetch
You’re in good company
We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.
* Top 10 brands