Gravity Global was the big winner at the 2017 B2B Marketing Awards, taking home the overall Grand Prix prize in addition to winning three other categories.
The agency’s ‘Profit hunter’ campaign for the Brazilian aerospace firm Embraer scooped victory in the best multichannel campaign, best product launch campaign and the new B2B bravery award categories.
More than 800 B2B marketers packed the Roundhouse in North London on Thursday 23 November to discover whose hard work would be recognised as the industry’s finest over the past 12 months.
Other multiple winners on the night included conference call service provider Powwownow taking top prize in both the best public relations campaign and best use of social media categories. And F5 Networks was successful with Agency Inc in the best channel marketing initiative category, and secured the award for best international campaign for its work with MOI Global. MOI also picked up the trophy in the best use of digital techniques and technologies category for its campaign for Sage.
In addition, twogether was named B2B marketing communications agency of the year, Chameleon took home the trophy for B2B PR agency of the year, and Deloitte was declared B2B brand of the year.
Other multiple winners on the night included conference call service provider Powwownow taking top prize in both the best public relations campaign and best use of social media categories. And F5 Networks was successful with Agency Inc in the best channel marketing initiative category, and secured the award for best international campaign for its work with MOI Global. MOI also picked up the trophy in the best use of digital techniques and technologies category for its campaign for Sage.
In addition, twogether was named B2B marketing communications agency of the year, Chameleon took home the trophy for B2B PR agency of the year, and Deloitte was declared B2B brand of the year.
B2B Marketing Awards 2017: Full list of winners
Best multichannel campaign
Winner: ‘Profit hunter’ for Embraer by Gravity Global
Runner-up: ‘You can’t take the human out of human resources’ for SD Worx by Torpedo
Best use of direct mail
Winner: ‘Are you listening?’ by KCOM
Runner-up: ‘Catalysis Autodesk shard DM’ for Autodesk by Catalysis
Best use of live-event marketing
Winner: ‘“Bring it on” trade shows’ for Inmarsat Aviation by OgilvyOne Business
Runner-up: ‘Ministry of Defence symposium’ by Atos
Best public relations campaign
Winner: ‘The smarter working initiative’ by Powwownow
Runner-up: ‘Deeply devoted – Getting to the heart of customer loyalty’ for ICLP by Diffusion
Best use of creative
Winner: ‘FairITales’ for Advanced Business Solutions by Graymatter
Runner-up: ‘Cliché killers’ by Stein IAS
Best use of digital techniques or technologies
Winner: ’The big HR and payroll quiz’ for Sage by MOI Global
Runner-up: ‘Iconic Digital’ for Shred-on-Site by Iconic Digital
Best use of social media
Winner: ‘Campaign led, audience centred focus’ by Powwownow
Runner-up: ‘Livestockfarming.co.uk’ for Zoetis by OST Marketing
Best use of content marketing
Winner: ‘The heist – cautionary tales’ by Berwin Leighton Paisner
Runner-up: ‘Bridging the edtech knowledge gap’ for ClassFlow by Don’t Be Shy
Best digital customer experience
Winner: ‘VR with trousers as well as mouth’ by Lloyd’s Register
Best use of customer insight
Winner: ‘Project focus’ for Couchbase by Pulse
Runner-up: ‘Bridging the edtech knowledge gap’ for ClassFlow by Don’t Be Shy
Best use of thought leadership
Winner: ‘Salmon black fiveday’ for Salmon by Harvard
Runner-up: Trelleborg Marine Systems – the smarter approach to marine engineeering’ for Trelleborg by Stein IAS
Highly-commended: ‘#24HourLondon’ by EY
Best limited-budget campaign
Winner: ‘Catalysis Autodesk Shard DM’ for Autodesk by Catalysis
Runner-up: ‘PBN Sports – Challenge Cup 2017’ for VWG UK Paint and Body by White Clarke Creative
Most commercially successful campaign
Winner: ‘The ABM programme’ for O2 by The Marketing Practice
Runner-up: ‘Tangent for Wolseley’ for Wolseley by Tangent
Best integration of sales and marketing
Winner: ‘Fresh thinking to unlock value’ for Fujitsu by Momentum ABM
Runner-up: ‘The ABM programme’ for O2 by The Marketing Practice
Best channel marketing initiative
Winner: ‘F5 security demand generation guide campaign’ for F5 Networks by Agency Inc
Runner-up: ‘Vodafone new partner programme launch’ for Vodafone by Purechannels
Best SME-targeted campaign
Winner: ‘More good days at work for Manchester’ for Samsung by Rooster Punk
Runner-up: ‘Accounts done: feel awesoe’ for Intuit Quickbooks by Brands2Life
Best corporate decision-make targeted campaign
Winner: ‘Crafted to complement’ for Tate & Lyle Sugars by Foodsmiths Marketing
Runner-up: ‘See the big picture with Seamless’ by Seamless
Best internal audience campaign
Winner: ‘Shape our future’ for EY by True
Runner-up: ‘What’s your story?’ by Arcadis
Best international campaign
Winner: ‘Hug a hacker. Keep your enemies closer.’ for F5 Networks by MOI Global
Runner-up: ‘Travel risks and realities: The new normal for business’ by International SOS
Best brand initiative
Winner: ‘Woodpecker Flooring rebrand’ for Woodpecker Flooring by Stills
Runner-up: ‘“Bring it on” trade shows’ for Inmarsat Aviation by OgilvyOne Business
Best product launch campaign
Winner: ‘Profit hunter’ for Embraer by Gravity Global
Runner-up: ‘Groundsure Avista’ by Groundsure
Best lead generation or nurturing campaign
Winner: ‘Zip-a-dee-doo-car’ for Zipcar for Business by Really B2B
Runner-up: ‘Step-ahead with confidence – Cracking the SME pensions market’ for Standard Life by The Crocodile
Best customer engagement/customer-centric initiative
Winner: ‘Torch x McCain Original Choice’ for McCain Foodservice by Torch
Runner-up: ‘Fresh thinking to unlock value’ for Fujitsu by Momentum ABM
B2B bravery award
Winner: ‘Profit hunter’ for Embraer by Gravity Global
Highly commended: ‘“Bring it on” trade shows’ for Inmarsat Aviation by OgilvyOne Business
B2B brand of the year
Deloitte
B2B PR agency of the year
Winner: Chameleon
Runner-up: Man Bites Dog
B2B marketing communications agency of the year
Winner: twogether
Runner-up: Earnest
Grand Prix
Winner: ‘Profit hunter’ for Embraer by Gravity Global
