Not long ago, B2B was seen as the quieter, more functional side of marketing. However, this perception is becoming increasingly outdated. More and more, the B2B industry is embracing dynamic, bold and engaging creativity.
Read on to see the B2B work that shone in 2024 and hear what the Jury will be looking for from the B2B industry in this year's Cannes Lions Awards.
B2B can sometimes be quite boring, so seeing really creative, innovative ways where it almost feels like a big consumer campaign is great. There are more business influencers and creators they can work with now and as more brands do it, more brands follow.
Rob Mayhew
Content Creator and Founder
Dunning Kruger Creative Studio
Juror, 2024 Social & Influencer Lions
What did Lion-winning creativity look like in the B2B industry in 2024?
Meet Marina Prieto
Entrant: DAVID Madrid Brand: JCDecaux Award: Grand Prix, Creative B2B Lions
Objective: Increase media space sales by convincing brands that OOH advertising is effective. Impact: Marina’s Instagram account grew by 39,285% and JCDecaux gained 185 new brands and ✕2 media investment.
Fortum+FishHeart
Entrant: TBWA\Helsinki, Helsinki Brand: Fortum Award: Silver, Sustainable Development Goals Lions
Objective: Attract new business and investors by strengthening Fortum’s positioning as the most sustainable energy company in Finland. Impact: The Department of Energy granted FishHeart US$1.3m in funding and the B2B demand for hydropower rose by 15%.
The Move to -15
Entrant: Edelman, London Brand: DP World Award: Gold, Sustainable Development Goals Lions
Objective: Increase trust among B2B stakeholders in the shipping industry by demonstrating a commitment to sustainability.
Impact: Sixty per cent of the global shipping container industry signed up to the initiative, along with more global companies, including 17 of the world’s biggest food producers, refrigeration companies, haulers and warehouses. Trust for DP World went up 11% after the campaign, making it the most trusted brand within its competitor set
Trucker Napp
Entrant: AlmapBBDO, São Paulo Brand: Volkswagen & Livelo Award: Bronze, Creative B2B Lions
Objective: Stand out from the competition and enhance the brand’s value by creating differentiated aftersales benefits and offers. Impact: A 550% increase in leads compared to the average Volkswagen Trucks marketing initiative. It has proven to be an effective method of acquiring new clients, with 48 of Brazil's top 100 cargo companies requesting enrolment, including 26 previously unlisted clients now expressing interest, alongside several smaller companies and hundreds of independent truck drivers.
Watch last year’s Jury outline what they are hoping to see in this year’s winners
“Don’t tell us, show us.”
Andisa Ntsubane Managing Executive: Brand, Marketing and Communications: Africa, Vodacom Jury President, 2024 Creative B2B Lions
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