![]() What this means is that B2B is moving up in the world. Philip Thomas, chairman of Lions, told Campaign: “Having seen a rise in B2B work winning across the Lions, and with many in the industry believing that a specialist Lion in this area will raise the creative bar and elevate the discipline, we think that now is B2B’s moment to have its own spotlight on the global creative stage.” A key example of this is 2017’s defining Cannes campaign, State Street Global Advisor’s “Fearless Girl” statue, which took home 18 Lions and 4 Grand Prix. ![]() However, despite this, an increasing number of Cannes Lions awards have been going to B2B work. Set to honour innovative, effective and game-changing creative work in B2B, this announcement strikes a poignant moment in B2B history as a sure sign that things have changed.Īs we saw in The B2B Effectiveness Code, developed by WARC in partnership with Cannes Lions and The B2B Institute, it is suggested there’s a gap between current B2B marketing approaches and optimal effectiveness. Cannes Lions have launched a new Creative B2B Lions Awards and it couldn’t have come at a better time. B2B is finally being given the ultimate platform to celebrate creative excellence.
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