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.

2018 SILVER

Business skills development program "Business-Class"

Sberbank, one of the leaders in business services market, introducing "Business-Class" a free program for developing business skills for entrepreneurs, combining online and offline formats. The goal of the program is to educate entrepreneurs across Russia and help them develop their business. In 2017, we trained 36,000 people in 20 regions. Revenue from new clients: 164,288,487 RUR. 56% of entrepreneurs noted positive changes in business after graduation, 18% of potential entrepreneurs opened a business during training or 3-4 months later.

Brand: Sberbank
Client: Sberbank
Agency: OMD Media Direction
Language: English, Russian

2018 SILVER

Watson Gets to Work

IBM needed its star product (artificially intelligent “IBM Watson”) to be seen, not as a curiosity for the future, but as the must-have tool for business today. The ‘Watson at Work’ campaign used a drumbeat of content to show Watson in his proper context: already hard at work, among real businesses, delivering real results. Prospects were converted from the “maybe later” crowd into “adopt today” zealots 6.5x faster than forecast.

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

2018 BRONZE

It Takes One to Know One

Bank of Queensland is a regional player in a sector dominated by four big banks. We were charged with attracting more small businesses to BOQ despite a small market share, in a challenging environment where banks are facing significant consumer cynicism, and a perception that no bank understood the pressures facing SME owners. Campaign success was driven by a credible consumer insight that resonated with business prospects and was truly ownable, generating $1 billion in business lending, including the two largest business lending settlement weeks in bank history.

Brand: BOQ Business
Client: Bank of Queensland
Agency: BWM Dentsu
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