Target Groups: Business-to-business

 

Brands have a valuable role to play in business-to-business markets, but there are several key differences from consumer markets which need to be taken into account when planning any campaign. The dif ...

This Knowledge Point article argues that business professionals are also consumers, and they respond to advertising in both capacities. They notice and remember advertising, and are more likely to pay ...

In this article, WARC Online's US Editor, Geoffrey Precourt, looks into the media and technology habits of business elites in America. He draws on a survey of the US business elite conducted by Ipsos ...

Bonfire season is the busiest time of year for Britain's emergency services, which have to deal with both serious injuries and fatalities caused by bonfires and firework misuse. Against this backdrop, ...

Accenture wanted to take ownership of the management consulting, technology services and outsourcing market, where consideration scores are all important. It aimed to target the 'change drivers' in th ...

Integrity Windows and Doors wanted to position its composite fiberglass product range in a way that would directly take on vinyl - the Goliath of its category. To do so, it would have to convince buil ...

USG wanted to create awareness, stimulate trials and increase sales of revolutionary dust control joint compound - Sheetrock - that dramatically reduces airborne dust during drywall sanding. The prima ...

The 'White Board' campaign set out to establish UPS as being more than just a shipping company by focusing on some of the more surprising capabilities the company offered. The campaign explained indiv ...

If forecasts are to be believed, China and India will rank as the world's first and second largest economies by the middle of this century. These fast-growing economies have spawned a new generation o ...

Centraal Beheer Achmea, the Dutch insurance company, wanted to raise awareness of its business products and position itself among the country's top three providers of staff fringe benefits. Working wi

Best Western Hotels GB aimed to: increase booking revenue by a minimum of 5% during the promotional period; maximize the limited budget via creating a talking point with the creation of a character; c

KPN, the Dutch telecommunications group, targeted small business users with a humour-based campaign designed to encourage them to use mobile email. The communications aims of the campaign, created by

Kerdos, the second biggest-selling daily financial newspaper in Greece, wanted to capture the attention of media directors on a promotional budget of 1,500 euros. This campaign, by McCann Erickson Ath

DHL is the largest logistics company in the world, and as one of the most known B2B brands in Sweden, it had no primary need to build brand awareness. However, the company had been through a number of ...

In many respects, FedEx fits the profile of a 'challenger brand'. Its main rival, UPS, sponsors the Olympics and has considerably more marketing muscle at its disposal than FedEx. Therefore, FedEx had ...

Nordea Bank is the largest financial institution in the Nordic area, and started its operations in Latvia in 2000, mostly aiming at corporate clients. By 2003, Nordea set itself the prime objective of ...

Paris chose this sponsorship to promote itself and its 2012 bid in the most direct way possible; to invite all Parisians to an Olympic party. The creation of this event ticked two vital boxes for the ...

Brit Insurance is a UK-based international general insurance and reinsurance group listed in the FTSE 250. The company wanted to focus its sponsorship activities more on the UK, and in particular Lond ...

This Bronze Award-winning campaign for Pilkington Pro-Activ self-cleaning glass aimed at enthusing employees and promoting the product to the trade and the ultimate consumers, homeowners. The most imp ...

This Silver Award-winning paper details the campaign for Brother multi-function home office equipment. Brother was a weak brand in the home consumer market, against much stronger competition, but spot ...

TLC's ad sales and ratings were down and viewers were emotionally disconnected from the network. With the heydays of Trading Spaces long gone, viewers and ad buyers weren't sure what TLC stood for any ...

New Holland, a 111-year-old haytools company, faced the challenge of reinventing itself as a tractor brand in a category of fierce competition. With a limited budget, the company utilized a brand intr ...

The campaign was to raise awareness for and increase sales of Jordan Brand's inaugural Jordan Lifestyle apparel collection, which hit the market in Fall of 2005. After its peak in the 1990s, the Jorda ...

This US-based report reveals that demographically and attitudinally, small US business owners (SBOs) are not who you think they are. They are older and more diverse. They are also confident and self-r

The UK office stationery market is highly fragmented, with thousands of products competing within a complex distribution network. Brand communication focus is typically within the distribution channel ...

Eurostar wanted to convince die-hard business flyers from Brussels to London to take the train. It based its campaign on the fact that this group often attach a certain status to flying, and aimed to ...

After a successful year in 2006, during which its punctuality rate reached 94% and its high-speed London to Manchester train service began to run every half hour, Virgin Trains was keen to take on its ...

In October 1998 the Xerox Corporation launched a $10 million advertising campaign in an effort to change people's perception of the Xerox brand. Although long known simply as a photocopy-machin ...

On September 27, 1998, First Union Corporation debuted a commercial unlike any other in the financial services industry. In this spot the company avoided the stock images of financial services adverti ...

Helmed by the British entrepreneur Sir Richard Branson, Virgin Atlantic Airways Limited hoped to attract the posh jet-setters abandoned by Concorde, a line of supersonic jets owned by British Airways. ...