Jun
11
Could This Be B-to-B's Big Year at Cannes?
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Ads from b-to-b companies have not historically had a strong showing at Cannes, but that could — and by some accounts should — change this year.
With IBM winning a Grand Prix last year for its “Smart Ideas for Smarter Cities” effort, which featured outdoor structures designed to improve some aspect of city life, and now Volvo Trucks scoring a viral hit with its ‘Epic Split’ video, b-to-b ads may have their day.
Ad Age spoke to several top b-to-b agency execs to gauge their opinions on other business marketers’ work and what could, or should, be recognized by the respective Cannes awards commitees.
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