By Ian Darby Making the internal case for increased investment in brand and creativity in B2B marketing is no easy task. But the rewards more than outweigh the risks. It’s encouraging to witness the current renaissance in B2B marketing. The power of the best creativity and ideas is proving more than a match for consumer marketing. However, there remains a sense that CEOs and board members are more conservative when signing off on investment in B2B marketing creativity. This issue formed the basis of a session at The Drum’s B2B World Fest in which the panel discussed the best ways for B2B marketers to Read full story › Source: The Drum...
Read MoreBy Chris Adams Chris Adams of creative agency Hey Honey says it’s finally time to put the myth of ‘B2B customers’ to bed in favor of a simpler explanation: they’re all (just?) people. It feels like we’ve been discussing the evolution of B2B marketing forever. Companies in B2B have been fine-tuning their advertising and marketing strategies for years. Now, though, we’re at a pivotal moment where the tweaking needs to stop and a new approach needs to be embraced by all. Why? Because it’s time we reconsider how we approach our customers. Regardless of whether they’re investing in a software-as-a-service platform or buying a new Read full story › Source: The Drum...
Read MoreBy The Drum Northrop Grumman and Dentsu Creative has won the B2B category at The Drum Awards for Social Media. Here is the award-winning case study. Since 2020, Northrop Grumman (NG) has been on a journey to establish their new brand ethos and mantra: “Defining Possible.” OBJECTIVES Research showed that there was a barrier: perception. To many, the bureaucratic “black box” that is Aerospace and Defense (A&D) could never be innovative. The truth is, some of the most innovative technologies were sparked in the A&D industry. Our goal: increase positive perception of Northrop Grumman, despite the stereotypes we faced. Enter: Overheard at Northrop Grumman, Read full story › Source: The Drum...
Read MoreBy Ryan Brown In a special miniseries, we’ve tasked 5 ad execs to a day of counting, recording, and thinking about the ads they’re exposed to. This week, 160over90’s Ryan Brown ponders on what gets through our filters. For one full day, I noted every ad-like marketing message I was exposed to. On the day in question, I commuted into the Philadelphia office of 160over90, we hosted clients for a work session, and we all went out to dinner before I hailed a ride home… where I managed to watch an episode of premium TV before bed. “Do I experience many ads in Read full story › Source: The Drum...
Read MoreBy Andy Holt The future of work is still up for grabs. The ‘return to office’ camp scored a major victory with a recent announcement from Publicis, but who will follow? And who should? Definition’s Andy Holt investigates. Last month, Publicis Groupe announced that from January 1, 2024 it will require all employees to be in the office three days a week – always on Mondays, with no consecutive remote working days allowed. It’s a bold move. Mandating days can sometimes lead to more silos, but many companies are already averaging three days a week in-office, and encouraging people to come in more Read full story › Source: The Drum...
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