Business-to-Business

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.

2016 SILVER

US Open Sessions with James Murphy

In just a few short years, IBMs business was changing drastically. While Cloud Technology is growing at 30% a year, IBM was a late entrant; its traditional base of mainframe hardware was in steep decline and its Cloud offerings were not in the top of the consideration set. But IBM saw an opportunity to re-purpose its long-standing sponsorship of the US Open to capture the attention of the new Cloud audience with a dramatic hybrid of code and music, thereby accelerating the brand -- and the business toward the Cloud-based future.

Brand: IBM
Client: IBM
Agency: Ogilvy & Mather
Language: English

2016 BRONZE

Working With You: The power of partnering with UK businesses

Volkswagen Commercial Vehicles had to do more with less, competing against competitors with newer vehicles, whilst our own communications budget was cut. By avoiding the driver targeted, product benefit led messaging of the market and focussing on our ability to act as a service partner to business managers, we instigated a total brand overhaul around the idea of Working With You.

Brand: Volkswagen Commercial Vehicles
Client: Volkswagen Commercial Vehicles
Agency: adam&eveDDB
Language: English

2016 BRONZE

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.

Brand: TECGEN
Client: INVISTA
Agency: Partners + Napier
Language: English

FINALISTS

Grab We Hear You: Reshaping Grab's B2B Programs

Chevrolet EMPRENDIENDO SOBRE RUEDAS CON N400 DE CHEVROLET

Mastercard Gastronomy Col, PE y EC