May
09
Autodesk’s Tony Hale-Fronted Ad Claims Its Tech Is So Good, Even God Can Take Time Off
Posted in: UncategorizedCMO Dara Treseder says the company’s creative pivot forms part of a new ‘branded house’ strategy.
Apr
30
The Washington Post Aims to Drive Double-digit Revenue Growth By Hosting Fewer, Bigger Events
Posted in: UncategorizedThe Washington Post is moving toward a franchise-driven events strategy, with the goal of attracting a business-to-business audience.
Feb
06
Why More B2B Brands Should Play the Super Bowl Ad Game
Posted in: UncategorizedWhen we think of Super Bowl ads, iconic consumer brands like Coca-Cola, Budweiser, and Doritos often come to mind. But in recent years, B2B brands have been stepping onto the advertising world’s biggest stage, proving that the Super Bowl isn’t just for B2C. With a captive audience of over 100 million viewers, the Super Bowl…
Nov
21
Longtime Twitter Exec Matthew Derella to Lead LinkedIn Marketing Solutions
Posted in: UncategorizedPenry Price is not quite “Open to Work” yet, but he announced on Wednesday he is stepping down from his longtime role as vice president of LinkedIn Marketing Solutions. Longtime Twitter veteran Matthew Derella will join the professional network to succeed him. Price revealed his impending departure in a video posted to LinkedIn Wednesday, saying…
Oct
26
Resume Rewind: Brendan Gahan Reveals What Made Him Choose LinkedIn as the Focus for His Influencer Agency
Posted in: UncategorizedBrendan Gahan wanted to work in advertising when he was a kid. The co-founder and CEO of LinkedIn influencer marketing agency Creator Authority–featured in the latest episode of video series Resume Rewind, sponsored by entertainment wiki hosting service Fandom–had an uncle who was a creative director at Wieden+Kennedy. Gahan’s first job was at a Sweet…
Sep
24
Mastercard Enters ‘New Frontier’ in Sensory Marketing: A Haptic Logo
Posted in: UncategorizedFrom sonic branding to perfumes and restaurants in New York and Sao Paulo, Mastercard has leveraged almost every sense to engage and assure customers. Now, it’s turning to touch. The brand is debuting a haptic logo, a distinctive series of vibrations that customers will “feel” via their phone when shopping online or using a payment…
Aug
27
Keanu Reeves Fights Off Bad AI in B2B Campaign for Palo Alto Networks
Posted in: UncategorizedB2B campaigns aren’t usually known for being flashy. They’re often filled with insider jargon and take a fairly cut-and-dry approach to their messaging. But they don’t have to be that way, as a new campaign for cybersecurity company Palo Alto Networks proves with its sci-fi fantasy. Palo Alto Networks assembled an A-list team of Hollywood’s…
Jul
23
The CrowdStrike Outage Is a Lesson in Crisis Communications
Posted in: UncategorizedIt’s been a tough few days for CrowdStrike and its biggest customer brands. Microsoft, Delta and others were directly impacted by the global outage on July 18, with many citing the blue screen of death as a sign that Y2K was finally happening in 2024. The incident unfolded when a faulty CrowdStrike update compromised 8.5…
May
17
As Autodesk Taps Into Star Wars, CMO Dara Treseder Reveals Her Playbook for Connecting to Culture
Posted in: UncategorizedFirst, The Walking Dead. Later, the Oscars. Now, Star Wars. Design and make software brand Autodesk is tied to an embarrassment of intellectual property riches, and its marketing is leveraging this to reach potential customers. Autodesk software is used to design elements of high-profile pieces of entertainment, including at Lucasfilm and Disney to bring the…
Apr
02
ADWEEK’s B2B Innovation Awards: Honoring Standout People, Brands and Campaigns in the Growing Space
Posted in: UncategorizedBusiness-to-business is, well, big business. (Its name alone contains double the business of B2C.) Consider this: U.S. B2B ecommerce sales are forecast to grow from $1.7 trillion in 2021 to more than $3 trillion by 2027, according to Forrester. And that’s just online. Plenty more hospital equipment and accounting software are sold IRL. ADWEEK’s second…
Mar
05
B2B Influencer Marketing: It’s Not Rocket Science
Posted in: UncategorizedB2B advertising is boring. That’s what nearly half of business buyers told PR Web in a 2018 survey. And it seems to have gotten worse since then. In 2023, The Power of Provocation discovered that a staggering 82% of business decision-makers considered B2B marketing monotonous and repetitive, while a mere 1% believed it demonstrated a…
Feb
21
With More B2B Brands Seeking Out Creativity, Agencies Are Driving Growth With B2B Clients
Posted in: UncategorizedJonathan Balck, managing director of Boston-based creative agency Colossus, didn’t start his business with B2B work in mind. Founded in 2020 during the Covid-19 pandemic, Colossus worked with consumer brands like Jack Daniel’s and Best Buy before it made a pitch for Athenahealth–a cloud-based network services provider for health care companies. Marketing in Athenahealth’s category…
Jan
23
The Future of B2B Growth? Your Brand
Posted in: UncategorizedOne common misconception in business-to-business markets is that a great product guarantees success. While it’s true that an exceptional product, technology or customer experience can rapidly build your brand in the market’s consciousness, it doesn’t necessarily guarantee it. The real game-changer? The brand behind your product. Recent studies, including the Liquid x Avasta Challenger Index,…
Jan
12
Climate Publisher The Cool Down Finds Profitability After Adding Ads
Posted in: UncategorizedIn 2023, climate publisher The Cool Down set a goal of reaching 10 million monthly unique visitors, aiming to prove in its first full year of operation that it could reach a scaled audience of climate enthusiasts. After reaching nearly 30 million unique visitors in December, it has since set itself a new goal for…
Jan
12
Climate Publisher The Cool Down Finds Profitability After Adding Ads
Posted in: UncategorizedIn 2023, climate publisher The Cool Down set a goal of reaching 10 million monthly unique visitors, aiming to prove in its first full year of operation that it could reach a scaled audience of climate enthusiasts. After reaching nearly 30 million unique visitors in December, it has since set itself a new goal for…
Jan
12
Mastercard’s Gen AI Tool for Small Businesses Limits Bias
Posted in: UncategorizedMastercard developed an inclusive generative AI chatbot catering to the diverse entrepreneurial needs of small and midsized businesses. People can ask Mastercard Small Business AI an array of questions in English and Spanish. Inquiries can span topics around crafting a business plan, exploring available grants for SMBs, guidance on the application process for those grants,…
Dec
16
American Express Builds B2B Playbook Around Small Business
Posted in: UncategorizedAmerican Express is ending its B2B year as it began: making big moves for small businesses. The last quarter has received special attention from Amex since 2010, when it launched Small Business Saturday as a counter to big-box Black Friday shopping. For this year’s 14th installment, it introduced the Door to Shop Small augmented reality…
Dec
05
WhatsApp Business Brings in Dentsu to Evolve Customer Relationships
Posted in: UncategorizedMeta has hired Dentsu as the customer relationship solution provider for its encrypted messaging platform WhatsApp’s business-focused arm. WhatsApp Business is an extension app that allows companies to create a profile and then communicate directly with customers to offer updates and answer questions in real time. They are also able to send vouchers and offers,…
Nov
29
Case Study: How Noodles & Company Found the Right Data Recipe for Loyalty
Posted in: UncategorizedIf a business is looking for growth, it helps to define that term before chasing it. Do you want a whole lot of new customers who’ll drive traffic and head count, but may only buy your product once? Or do you simply want people who know and love your products to feel comfortable buying more…
Nov
28
Industry Jargon Is the Silent Killer of B2B Marketing
Posted in: UncategorizedIn the realm of B2B marketing, a subtle but pervasive problem looms–ironically, one of the industry’s own creation. Clarity and meaning have become casualties in an ongoing war of words that often serve little purpose beyond filling content quotas or satisfying superficial engagement metrics. As marketing professionals, we pride ourselves on our ability to craft…
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