BBDO Is Ad Age's 2015 B-to-B Agency of the Year
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And in BBDO’s “Solutions That Matter” campaign for FedEx, a TV spot showed a courier sticking with a small-business customer as his company grows from a tiny cubicle to a global enterprise. Transformation is the theme, as desks emerge from the floor, video screens sprout from the walls and the cubicle becomes a skyscraper.
In b-to-b today, like other marketing if not more so, it boils down to reaching people with powerful narratives.
“We’ve seen a shift to more showing than telling,” said John Osborn, president-CEO of BBDO New York, our 2014 B-to-B Agency of the Year. “If you look back over the past decade, some b-to-b stuff can be fairly dense. Now, consistent with the increased importance of video, there is more ‘show me’ instead of giving people technobabble.”
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