Business-to-Business - Services

This category is for marketing efforts from businesses targeting other businesses for any type of service and from any markeplace segment.

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2020 SILVER

Expect More from Tech

As competitors are blurring the lines between B2B and B2C marketing, IBM has struggled to stay relevant. B2B normally gets a bad rap for being functional and soulless. However, ‘Expect More from Tech’ provoked thoughtful conversation by leveraging human emotions and needs to convey that IBM better serves the world’s enterprises. By challenging the tech industry to take more responsibility for its actions, IBM was able to increase key brand attributes by up to 20% and drive an ROI of 1:19 from leads that were directly driven by people interacting with the campaign.

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

2020 BRONZE

Forging connections in the flames of insight.

"Arm Yourself." In two ritual-inspired words, we created the ultimate platform for thought leadership that connected Bulwark FR to safety managers in oil, gas, and electric utility through waves of relevant content that helped safety managers build cultures of compliance, as well as a rallying cry that bridged the divide internally between Bulwark's sales and marketing teams and gave the company a branded lens through which to look at all aspects of their business. Changing the marketing mindset of the company, and smashing every benchmark set by astonishing margins.

Brand: Bulwark FR
Client: Bulwark FR
Agency: Friends & Neighbors
Language: English

2020 BRONZE

Experience Management

When SAP acquired Qualtrics in 2018, it seized an opportunity to do more for its 400,000+ customers than it had ever done before.As the ‘operational backbone’ for business, it was heavily relied upon by the C-Suite to ‘keep the lights on’. But Qualtrics gave SAP permission to address tomorrow’s C-Suite, and help them unlock new capabilities with a new category called “Experience Management.” Brought to life in a wide-reaching campaign, SAP appealed to change makers, showing them how to ‘close gaps’ and truly see eye-to-eye with their customers.

Brand: SAP
Client: SAP
Agency: BBDO New York
Language: English