The B2B Marketing Awards celebrates the best and brightest in B2B and with a huge 29 categories and over 340 submissions, it is tipped to be the agency industry event of the year
The B2B Marketing Awards aims to celebrate the talent and innovative thinking within the business-to-business industry.
Currently recognised as one of the prime events of the B2B agency industry, this year’s awards show will feature an impressive 29 categories and has already seen over 340 submissions from industry leads all hoping to win big in November. And after a cut throat submission period, the full shortlist has finally been released- and there are a few major contenders in the running.
Gravity Global, a renowned titan in the agency sphere, is shaping up to be one of this year’s front runners. They’ve secured a commendable 14 nominations, which includes prestigious categories such as the B2B Agency of the Year and B2B Global Agency of the Year.
Digital Radish has bagged nine spots on the shortlist, followed by The Croc with seven, and Transmission securing six. Other top-tier agencies in the spotlight include Rooster Punk, Merkle B2B, MOI Global, and Just Global, showcasing the depth and diversity of talent in the sector.
Last year, Addleshaw Goddard showcased an exceptional campaign titled ‘Rhyme and reason – Poetry and the law’. This ingenious merger of creativity and strategy not only captured attention but also won them four awards, including the much-coveted Grand Prix. And their current eight nominations for 2023 hint at the potential of another triumphant evening.
Ogilvy’s innovative campaigns for EY titled ‘The NextWave Elevator Challenge’ and Inmarsat’s ‘What on Earth is the value of Space?’ have also caught the jury’s eye, with both being nominated across four distinct categories. Hut3’s ‘Global Healthcare Engagement’ campaign for Atos is also up for major categories like ‘Best use of content marketing’ and ‘Best use of thought leadership’.
Currently recognised as one of the prime events of the B2B agency industry, this year’s awards show will feature an impressive 29 categories and has already seen over 340 submissions from industry leads
The ‘Team of the Year’ category boasts nominations from industry stalwarts such as Mitie, ServiceNow, EY, and State Street Corporation, reflecting the collaborative spirit of the B2B space. On the individual front, the competition is fierce for the Marketer of the Year award- nominees include Henkel’s Ryan Almond, Send Technology’s Sophie Gibson, and GE Digital’s Will Green.
The award’s ceremony will take place in London on November 15. You can view the full shortlist below:
Best multi or omnichannel campaign (sponsored by The Croc)
- ‘A powerful new way forward’ for London Stock Exchange Group, by Twogether
- ‘B2Bold’ by Wildfire
- ‘MHUK partnership’ by Lloyds Bank
- ‘Demand Generation Engine’ for Hitachi Vantara, by Twogether
- ‘Gates Electric Thinking’ for Gates Corporation, by LAW Creative
- ‘Helping businesses work their magic during a cost-of-living Christmas’ for M&S Corporate Gifts, by Don’t be Shy
- ‘Keeping It Cool: Henkel’s Account-Based Transformation’ for Henkel Adhesives Technologies, by Transmission
- ‘MWC Barcelona 2023 and Reimagining Industry Futures Research’ by EY
- ‘Payoneer: Own Tomorrow’ for Payoneer, by Gravity Global
- ‘S&P Global Market Intelligence – Data That Delivers’ by S&P Global Market Intelligence
- ‘Seek & Prosper’ for S&P Global, by JOAN Creative
- ‘When You Don’t Use ABAX’ for ABAX, by The Croc
- ’20 Grand in your Hand’ for Reliance Worldwide Corporation (RWC)’ by Milestone Creative
Best use of third party or paid media
- ‘Capturing the elusive 95%’ for Virgin Media O2 Business, by The Marketing Practice
- ‘Electric Motor City’ for Michigan Economic Development Corporation, by Gravity Global
- ‘The Safe Place’ for Hitachi Vantara, by Twogether
- ‘When You Don’t Use ABAX’ for ABAX, by The Croc
Best use of events (physical, digital or hybrid)
- ‘BETT 2023’ for Samsung, by Ogilvy UK
- ‘Digital Engineering Awards’, by L&T Technology Services
- ‘Pack to the future’ for Paper and Packaging Board, by Stein IAS
- ‘Power to the Marketer’ by Emarsys
- ‘Square Market: The Ultimate Retail Experience’ for Square, by Wavemaker
- ‘Step inside the wonderful world of Splunk, powered by AWS’ for Splunk, by The Marketing Practice
- ‘The NextWave Elevator Challenge’ for EY, by Ogilvy UK
- ‘Time is of the essence: bringing a data breach to life’ for Kyndryl, by Purple Agency
- ‘UNPRECEDENTED DISRUPTION – UNPARALLELED OPPORTUNITY’ by Capgemini
Best public relations campaign
- ‘A Love Letter to Hospitality’ for BRITA, by Speed
- ‘A zero budget campaign with a £1.5 billion impact’ by LCP
- ‘Accounts Deceivable’ for Medius, by Fight or Flight
- ‘Real. World. Change.’ for Edge Empower, by Gravity Global
- ‘Shaping the UK Political and Economic Landscape’ for Pragmatic, by Brands2Life
Best use of creative
- ‘Accounts Deceivable’ for Medius, by Fight or Flight
- ‘Build your own satellite’ for Inmarsat, by Ogilvy
- ‘Every One Unique: Phonak Virto Marvel ITE’ for Phonak, by The Marketing Practice
- ‘FISH & CHIPMUNKS’ by Addleshaw Goddard
- ‘Lenovo Len’ for Westcoast, by Revere
- ‘PERFECT HARMONY’ by Addleshaw Goddard
- ‘Real. World. Change.’ for Edge Empower, by Gravity Global
- ‘Suspecting Cushing’s’ for Dechra, by Stein IAS
- ‘Thrillingly predictable staffing’ for Kelly Services, by Digital Radish
- ‘Unleashing untapped data potential’ for Neo4j, by Digital Radish
- ‘When You Don’t Use ABAX’ for ABAX, by The Croc
Best digital experience
- ‘Mission possible: Gamified engagement experience to support Splunk adoption’ for Splunk, by Agent3
- ‘Suspecting Cushing’s’ for Dechra, by Stein IAS
- ‘The NextWave Elevator Challenge’ for EY, by Ogilvy UK
- ‘This is Iconic’ for Callebaut, by Omne
- ‘With you in the metaverse…and beyond’ by PwC
Best use of social media including influencer marketing
- ‘Cisco “Ask Me Anything” Technology Influencer Session’ by Cisco Systems, Inc.
- ‘Hubbub: Creative That Distracts’ for LinkedIn, by Transmission
- ‘Join the Fold’ for Samsung, by Ogilvy UK
- ‘The Redgate 100: A Top 100 Influencers Index’ by Redgate
- ‘When You Don’t Use ABAX’ for ABAX, by The Croc
Best use of content marketing
- ‘Accounts Deceivable’ for Medius, by Fight or Flight
- ‘Balancing Banking’ for Avanade, by Revere
- ‘Getting to grips with the new Building Regs’ for Jewson, by Tangerine
- ‘Global Healthcare Engagement’ for Atos, by HUT 3
- ‘Helping businesses work their magic during a cost-of-living Christmas’ for M&S Corporate Gifts, by Don’t be Shy
- ‘Leading Change At Work’ for Ricoh Europe, by Brands2Life
- ‘Payoneer: Own Tomorrow’ for Payoneer, by Gravity Global
- ‘Suspecting Cushing’s’ for Dechra, by Stein IAS
- ‘The Balancing Act’ for Virgin Media O2 Business, by Eulogy
- ‘United for Financial Health: Getting Gen Z financially fit!’ for Experian, by Brands2Life
- ‘What on Earth is the value of space?’ for Inmarsat, by Ogilvy
- ‘When You Don’t Use ABAX’ for ABAX, by The Croc
Best use of customer insight
- ‘Customer First: Transforming Experian’s marketing approach’ for Experian UK, by Coterie Marketing
- ‘Decarbonisation Delivered’ by Mitie
- ‘Diageo Draught Cocktails’ for Diageo Draught Cocktails, by Serendipity2
- ‘Proven Meets Pioneering’ for Alianz Partners, by Seeblue
- ‘When You Don’t Use ABAX’ for ABAX, by The Croc
Best use of AI
- ‘Huble Digital & GfK – Human vs AI: Can ChatGPT outsmart a CMO?’ for GfK, by Huble Digital
- ‘My Professional Rewards’ for Unilever Food Solutions, by Omne
- ‘ZS’ for ZS- Data Connects Us, by Stein IAS
Best use of thought leadership
- ‘Aquanomics: The economics of water risk and future resiliency’ for GHD, by Man Bites Dog
- ‘Financial Times x Fujitsu: Sustainability Transformation in Action’ for Fujitsu, by Financial Times
- ‘Global Healthcare Engagement’ for Atos, by HUT 3
- ‘Path to Net Zero’ for Risilience, by Element Communications
- ‘PERFECT HARMONY’ by Addleshaw Goddard
- ‘PwC and the C-suite: The race for the future’ for 0, by PwC
- ‘Real. World. Change.’ for Edge Empower, by Gravity Global
- ‘Revealing the Many Roads to Sustainability’ by Capgemini
- ‘Rubrik Zero Labs: The State of Data Security’ for Rubrik, by Shaped By
- ‘The Balancing Act’ for Virgin Media O2 Business, by Eulogy
- ‘What on Earth is the value of space?’ for Inmarsat, by Ogilvy
Best brand initiative
- ‘AVEVA Takes You There’ for AVEVA, by Twogether & Archetype-Brands
- ‘Best in the Business’ for Knorr Professional, by Omne
- ‘Better With Omotenashi’ for JCB, by Transmission
- ‘Do What Matters’ by Avanade
- ‘Envu Global Brand Launch’ by HLK
- ‘Find the Magic in the Margins: The Flintfox Rebrand’ by Flintfox International
- ‘Modern work management’ for Smartsheet, by Octopus Group
- ‘Real. World. Change.’ for Edge Empower, by Gravity Global
- ‘Seek & Prosper’ for S&P Global, by JOAN Creative
- ‘The NextWave Elevator Challenge’ for EY, by Ogilvy UK
- ‘Tyk Goes Bigger, Bolder’ by Tyk
Best purpose-led marketing programme
- ‘A zero budget campaign with a £1.5 billion impact’ by LCP
- ‘Best purpose-led marketing programme: MHUK partnership’ by Lloyds Bank
- ‘Connect More Programme’ by Virgin Media O2 Business
- ‘Real. World. Change.’ for Edge Empower, by Gravity Global
- ‘Streets Ahead’ for McCain Foodservice Solutions, by Omne
- ‘The Ecopreneurs’ by Salesforce & FORTUNE Brand Studio
- ‘Vodafone Business & Extreme E’ by Vodafone Business UK
- ‘What on Earth is the value of space?’ for Inmarsat, by Ogilvy
Best demand or lead generation campaign
- ‘Balance’ for GE Digital, by Ledger Bennett
- ‘FISH & CHIPMUNKS’ by Addleshaw Goddard
- ‘Keeping It Cool: Henkel’s Account-Based Transformation’ for Henkel Adhesives Technologies, by Transmission
- ‘Payoneer: Own Tomorrow’ for Payoneer, by Gravity Global
- ‘‘Ready’ to outperform’ for Allianz AGCS, by Earnest
- ‘The Safe Place’ for Hitachi Vantara, by Twogether
Best use of account-based marketing (ABM)
- ‘A powerful new way forward’ for London Stock Exchange Group, by Twogether
- ‘Global Healthcare Engagement’ for Atos, by HUT 3
- ‘How to Win Funds and Influence Pipeline’ for NTT Ltd by Agent3
- ‘Intelligent ABM as innovative as criminals’ for Quantexa, by Digital Radish
- ‘Keeping It Cool: Henkel’s Account-Based Transformation’ for Henkel Adhesives Technologies, by Transmission
- ‘Lighter Deliveries’ for Royal Mail, by The Creative Consultancy
- ‘Time is of the essence: bringing a data breach to life’ for Kyndryl, by Purple Agency
- ‘Uncovering the ABX Factor’ for Samsung, by Iris Germany
Best channel marketing initiative
- ‘Broaden your horizons’ for Lenovo, by Twogether
- ‘How Virgin Media O2 Business and Samsung turbo-charged content syndication’ for Virgin Media O2 Business, by The Marketing Practice
- ‘Lenovo Len’ for Westcoast, by Revere
- ‘Marginal Gains’ for Westcoast, by Revere
- ’20 Grand in your Hand’ for Reliance Worldwide Corporation (RWC), by Milestone Creative
Best sales enablement initiative
- ‘Bridging the Sales and Marketing Story Divide’ for ServiceNow, by The Marketing Practice
- ‘Champion the experts’ for ASUS Business, by Earnest
- ‘Painting a vision of joined up care across the NHS’ for Avaya, by MOI Global
- ‘SWIM, DON’T SINK!’ by Addleshaw Goddard
- ‘Tech Tadka – LTTS’ own Sales Enablement Platform’ by L&T Technology Services
- ‘Unleashing untapped data potential’ for Neo4j, by Digital Radish
- ‘Where Veg Excitement Begins’ for Strong Roots, by Omne
Best limited-budget campaign
- ‘A zero budget campaign with a £1.5 billion impact’ for 0, by LCP
- ‘Driving Customer Lifetime Value’ for American Express Global Business Travel, by Ledger Bennett
- ‘Raising Awareness of Testicular Cancer Awareness Month among Retailers’ for KP Snacks, by Another Word Communications
- ‘Mission possible: Gamified engagement experience to support Splunk adoption’ for Splunk, by Agent3
- ‘Moments that Matter’ for Infinity Tracking Ltd., by Champion Communications Ltd.
- ‘SWIM, DON’T SINK!’ for 0, by Addleshaw Goddard
- ‘Views from the top’ for Expleo, by Stein IAS
Best SME-targeted campaign
- ‘ABM for high growth and new heights’ for Kelly Services, by Digital Radish
- ‘Don’t Bin It, Just Flex It: Getting SMEs to Reduce E-waste with Google’s ChromeOS Flex’ for Google ChromeOS, by Toaster
- ‘Moving the dial on people benefits for SME’ for Reward Gateway, by Bright Innovation
- ‘Side Hustle Nation’ for Royal Mail, by Eulogy
Best enterprise-targeted campaign
- ‘Helping businesses work their magic during a cost-of-living Christmas’ for M&S Corporate Gifts, by Don’t be Shy
- ‘Lighter Deliveries’ for Royal Mail, by The Creative Consultancy
- ‘Modern work management’ for Smartsheet, by Octopus Group
- ‘PERFECT HARMONY’ by Addleshaw Goddard
- ‘‘Ready’ to outperform’ for Allianz AGCS, by Earnest
- ‘TAKING OFF WITH SUSTAINABILITY’ by Capgemini
- ‘The Safe Place’ for Hitachi Vantara, by Twogether
- ‘Time is of the essence: bringing a data breach to life’ for Kyndryl, by Purple Agency
- ‘What on Earth is the value of space?’ for Inmarsat, by Ogilvy
Best employee engagement programme
- ‘Bright Minds’ by Deloitte
- ‘Building a World Where Nothing Goes to Waste’ for Viridor, by Bray Leino
- ‘Data Superheroes: the Data Driven Journey’ for Informa PLC, by Bright Innovation
- ‘How driving employee engagement through an employer brand campaign helped The Smart Cube win the war for talent and stem attrition’ by The Smart Cube
- ‘The NextWave Elevator Challenge’ for EY, by Ogilvy UK
Best international campaign
- ‘AWS: Bringing the power of cloud computing to businesses of all sizes’ for Amazon Web Services, by The Marketing Practice
- ‘Envu Global Brand Launch’ by HLK
- ‘Global Healthcare Engagement ‘ for Atos, by HUT 3
- ‘How ABM tamed a 19-legged octopus’ for ServiceNow, by The Marketing Practice
- ‘Payoneer: Own Tomorrow’ for Payoneer, by Gravity Global
- ‘PwC and the C-suite: The race for the future’ by PwC
- ‘Real. World. Change.’ for Edge Empower, by Gravity Global
- ‘Thrillingly predictable staffing’ for Kelly Services, by Digital Radish
Best product or service launch campaign
- ‘ABM for high growth and new heights’ for Kelly Services, by Digital Radish
- ‘NyRock® – an evolution in stone wool’ by ROCKWOOL UK
- ‘Pack to the future’ for Paper and Packaging Board, by Stein IAS
- ‘Real. World. Change.’ for Edge Empower, by Gravity Global
- ‘ScottishPower: Leading the charge’ by ScottishPower
- ‘Today, Tomorrow, Together.’ for BP, by ReallyB2B
Best customer growth or retention initiative
- ‘A powerful new way forward’ for London Stock Exchange Group, by Twogether
- ‘Driving Customer Lifetime Value’ for American Express Global Business Travel, by Ledger Bennett
- ‘Shifting gears on growth at BMW’ for ServiceNow, by The Marketing Practice
- ‘Unleashing untapped data potential’ for Neo4j, by Digital Radish
Most commercially successful campaign
- ‘Automate To Empower’ by ServiceNow
- ‘Creativity under pressure: generating results in difficult times’ for Virgin Media O2 Business, by The Marketing Practice
- ‘Demand Generation Engine’ for Hitachi Vantara, by Twogether
- ‘Global Healthcare Engagement’ for Atos, by HUT 3
- ‘Lenovo LEAP & Motivforce’ for Lenovo, by Motivforce
- ‘S&P Global Market Intelligence – Set the Pace persona marketing campaign, 2022’ by S&P Global Market Intelligence
- ’20 Grand in your Hand’ for Reliance Worldwide Corporation (RWC), by Milestone Creative
B2B marketing team of the year
- Addleshaw Goddard
- Envu
- EY
- LCP
- Mitie
- Panaseer
- ServiceNow
- State Street Corporation
B2B marketer of the year
- Ryan Almond, Global ABM Director, Henkel
- Sarah Sutton, CMO, Send Technology
- Tracy Swartzendruber, VP Marketing, PGOG, GE Digital
B2B agency of the year
- Digital Radish
- Earnest
- Fight or Flight
- Gravity Global
- OLIVER
- Rooster Punk
- The Croc
B2B global agency of the year
- Gravity Global
- Just Global
- Merkle B2B
- MOI Global
- Transmission
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