B2B

Marketing to the business world

Decision Making


ARF Ogilvy Awards, Gold, Professional services, 2015

This case study describes the launch of two new product capabilities - Accenture Digital and Accenture Strategy - by international management consultants Accenture.


ARF Ogilvy Awards, Grand Ogilvy and Gold, Fashion, style & beauty, 2015

This case study explains how Pantene, the hair care brand owned by P&G, helped women tackle bad hair days caused by unexpected weather - and increased sales.


Laura Mazur, Market Leader, Quarter 2, 2015

This article looks at the ambitious plans of some finance companies to change the landscape of SME lending through a combination of marketing and technology.


Geoffrey Precourt, Event Reports, ANA Media Leadership, March 2015

This event report outlines Xerox's "test-and-repeat" approach to native advertising, which has seen the company refine its strategy over time.


Geoffrey Precourt, Event Reports, IAB Annual Leadership, February 2015

This event report outlines six priorities for GE, the industrial conglomerate, as it tries to ensure its marketing output remains fit for purpose.


Geoffrey Precourt, Event Reports, IAB Annual Leadership, February 2015

This event report shows the New York Times Co is enhancing the services it offers to brands by developing an in-house unit which is aiming to resemble a 'creative start-up'.


Professor Harlan E. Spotts, Marc G. Weinberger and Michelle F. Weinberger, Admap, March 2015

This article explains research into the impact of PR on corporate reputation, and how this feeds into sales, and recommends that brands pay more attention to PR.


Institute of Communication Agencies, Gold, Canadian Advertising Success Stories, 2015

This case study demonstrates how Moms Demand Action for Gun Sense in America (MDA) spread an anti-firearms message in the US by targeting Starbucks, the coffee chain.


Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study describes a campaign to promote the University of Manitoba (in Canada) as an education destination for school leavers.

WARC RECOMMENDS


WARC BRIEFING

B2B

An overview of the B2B marketing sector


CASE STUDY

American Express: Small Business Saturday

How a financial services giant established a national event


ARTICLE FOCUS

How best to market to professionals?

Millward Brown on using media to reach a B2B audience


ARTICLE FOCUS

Brand strategy for B2B companies

What B2B and B2C brands have in common