Article
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WARC Best Practice, April 2020
Provides guidance and reading on business-to-business marketing; similar to B2C marketing in its emphasis on human traits, but very different in terms of budget size and a greater emphasis on relationships and networks.
Article
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WARC Best Practice, December 2019
This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.
Article
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Peter Matthews, WARC Best Practice, February 2019
Explores how B2B marketers can harness the opportunity to strengthen their relationships with their clients by clarifying and revitalising what they stand for.
Article
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Bev Burgess, WARC Best Practice, July 2017
This article provides a best practice guide to developing an account-based marketing (ABM) strategy, which treats individual accounts as markets and focuses business-to-business marketing on specific organizations.
Article
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Brian Carruthers, Event Reports, MRS FMCG Research Conference, July 2020
This article looks at how analysis of unstructured data can help target a hard-to-reach audience.
News
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02/09/2020
The subscription-based model of LegalVision has helped it become the fastest-growing law firm in the Asia-Pacific region; it has been described as the “Netflix of legal advice” because of the way it is disrupting the industry.
Article
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Low Lai Chow, Event Reports, Adobe Experience Makers Live, July 2020
Legal services supplier LegalVision adopted a subscription business model.
Case Study
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Case Studies on WARC, 2019
German software corporation SAP launched the new category of Experience Management with a campaign that used psychographic targeting to reach its audience of business travellers.
News
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10/07/2020
A new report from the Institute for Practitioners in Advertising establishes a framework for B2B marketers to build trust with the finance division of their organisations for more effective marketing and greater influence.
Case Study
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Soumitra Pal, WARC Prize for MENA Strategy, Entrant, 2020
Vehicle manufacturer Tata Motors created a digital and on-ground Ramadan campaign to affirm its position as a full-range commercial vehicle player and build brand love in the Middle East.
Case Study
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SABRE Awards, Gold, EMEA, 2020
Hectare Agritech, an agritech innovation start-up, created Tinder for cows, called Tudder, which matched farmers with livestock and led them to its SellMyLivestock platform to increase users in Europe.
Case Study
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SABRE Awards, Gold, EMEA, 2020
Mantsinen, a company of material handlers and logistics services, encouraged business decision makers to invest in its hydraulic material handling machine in Finland by getting teen artists to use it to create unique paintings.
Case Study
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SABRE Awards, Diamond, EMEA, 2020
HSBC, a banking brand, developed a strategic global campaign that leveraged Kantar research to drive behaviour change among target audiences through multiple channels.
Opinion
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Barry Silverstein, June 2020
For the last few years, in marketing circles and beyond, the latest iteration of corporate good has been ‘purpose’.
Article
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Brian Carruthers, WARC Exclusive, April 2020
LinkedIn undertook research into the top-performing videos on the platform across EMEA to understand what works best.
Case Study
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Design Business Association, Design Effectiveness Awards, Gold, 2020
Mother, a food and drink vending machine brand, launched its healthy vending machine across the UK with a design that used touchscreen technology to show consumers the nutritional information of their decisions.
Case Study
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Design Business Association, Design Effectiveness Awards, Gold, 2020
Flawsome, a juice brand, redesigned its packaging and changed its name from Get Wonky in the UK to better promote its products made from flawed fruits and vegetables that would otherwise be wasted.
Case Study
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Design Business Association, Design Effectiveness Awards, Bronze, 2020
Anglian Water, a water company, designed an event to show stakeholders in the UK what the future would look like without action.
Case Study
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Design Business Association, Design Effectiveness Awards, Silver, 2020
TrueStart, a coffee brand, expanded its distribution from sports-focused retailers to on-trade and its own café bar by creating the Wild for Life brand strategy and packaging design in the UK.
Case Study
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SABRE Awards, Diamond, Africa, 2020
Microsoft, the technology company, increased awareness and engagement among business leaders by creating a targeted amplification strategy to reach them across the Middle East & North Africa.
Case Study
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SABRE Awards, Gold, Africa, 2020
Nupen Staude de Vries Inc (NSdV), a law firm, attracted corporate business in South Africa by developing a company brochure and newsletter celebrating its success.
Case Study
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SABRE Awards, Silver, North America, 2020
Global Strategy Group, a public relations company, helped brands and the C Suite in the US lead with purpose by creating a platform that brings together industry leaders to discuss best practices.
Case Study
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SABRE Awards, Gold, North America, 2020
PagerDuty, a computer software company, increased brand awareness in the US by creating a two-pronged campaign that publicised news tied to digital transformation.
Case Study
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SABRE Awards, Gold, North America, 2020
Cisco, a multinational technology conglomerate, created the Internet for the Future event in the US to show its positioning as a leader in the future of technology.
Case Study
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AME Awards, Bronze, 2020
Interac Corp, the payments company, connected with a small business audience in Canada by partnering with Gimlet Media to create the Earning Curve podcast.
