This category is for marketing efforts from businesses targeting other businesses. Business-to-business efforts for any type of product or service, from any marketplace segment, are eligible to enter.



FDIC Tradeshow

With diehard loyalty to legacy brands in the fire category, and an audience set in their ways, we needed to get firefighters who routinely put their lives on the line to trust TECGEN, a new brand of protective gear. Lack of brand trust aside, we also had to overcome the fact that TECGEN is three times more expensive. Taking an unconventional approach at the largest industry tradeshow got buzz, trial and impressive results. 86% increase in leads, a sales increase of 43%, and a leading competitor cited the overall brand as one of their deciding factors for acquiring the brand.

Agency: Partners + Napier

Change For Better

Brand: Knorr
Client: Unilever Food Solutionons
Agency: SapientNitro

Run Simple

SAP used simplicity to transform its fortunes in the highly competitive and complex world of enterprise software. Rooted in a rich understanding of their target beyond the typical key decision maker language of B2B marketing, SAP repositioned from just another high performance software solution to the leading provider of the best thing they could offer their target: simplicity in an increasingly complex world. SAP was able to strike a more relevant chord with our target audience, smashing the brand funnel KPI's and generating more high quality sales leads.

Brand: SAP
Client: SAP
Agency: BBDO New York

2018_na_2018_e-2821-149_hero_1 United States Postal Service USPS Political Mail
2018_in_2018_86_hero_1 IBM 30 day developer challenge
2018_in_2018_87_hero_1 PayTM How Paytm won over the Kirana store Uncle

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