The B2B Marketing Awards celebrates the best in the business, guaranteeing to boost a brand’s profile, showcase its skills, and help companies gain vital recognition. With a total of 28 categories and the Grand Prix, we announced all the winners on Thursday, 26 November.
Despite the fact the awards were virtual this year, we had loads of bits and bobs throughout the show. To kick off and close the show, we had live music from Eddie Smith and the 507. Our social media coordinator Susanna Hewitt, meanwhile, provided social media updates throughout the show. In addition to this, we got a snippet of the judges’ insights as they shared what went into their decision-making for each award this year. We were also able to capture the winners’ reactions (even if that meant a video call of everyone at home with a cocktail).
The big wins
Really B2B took home the gold for six different awards for its ‘The world’s first’ campaign for Kettyle Irish Foods (part of the Linden Food Group), as well as for its ‘Be unforgettable’ campaign for M&S Corporate Gifts.
Shortlisted for an outstanding 17 awards this year, Gravity Global walked away with two gold awards, including ‘Best brand initiative’ and ‘Best use of digital techniques or technologies’ for its ‘The profit hunter’ campaign for Embraer and its ‘Superhuman’ campaign for MAN Truck & Bus UK.
Kate Owen, meanwhile, won ‘Marketer of the year’ for her outstanding work at Capita this year. As well as leading and setting up the new ABM function at Capita in September 2019, Kate also took on the role of Director of GTM campaigns in March 2020, managing an additional team of 15 and setting up a Covid-19 campaign response.
Transmission won two gold awards, including ‘Communications agency of the year’ and ‘Best use of account-based marketing’, while Infinite Global won ‘PR Agency of the year’. PwC also bagged the win for ‘Marketing team of the year’ for its continued growth of 31 new hires, 12 promotions and a retention rate of 91%.
As for who won the Grand Prix? It was Art of the Possible Agency, for its campaign ‘Dukes of Chippingdom’ for Lamb Weston / Meijer, which tripled leads for its chip products nationwide.
Who else won? Check out our full list here:
- Category 1: Best multichannel campaign: ‘The world’s first’ for Kettyle Irish Foods (part of the Linden Food Group), by Really B2B
- Category 2: Best use of direct mail: ‘The world’s first’ for Kettyle Irish Foods (part of the Linden Food Group), by Really B2B
- Category 3: Best use of live-event marketing: ‘Now at work’ by ServiceNow
- Category 4: Best use of public relations: ‘Food fight’ for Flipdish, by Fight or Flight
- Category 5: Best use of creative: ‘Pioneering the IntelligentEngine’ for Rolls-Royce, by Ogilvy
- Category 6: Best use of digital techniques or technologies: ‘The profit hunter’ by Gravity Global
- Category 7: Best use of social media or influencer marketing: ‘Ask the expert’ by Intuit
- Category 8: Best use of content marketing: ‘Sustainability at the core’ by DigiPlex
- Category 9: Best customer experience (CX) initiative: ‘Connected customer growth engine’ for ServiceNow, by The Crocodile
- Category 10: Best use of customer insight: ‘The world’s first’ for Kettyle Irish Foods (part of the Linden Food Group), by Really B2B
- Category 11: Best use of thought leadership: ‘Radical regeneration manifesto’ by Bidwells
- Category 12: Best limited-budget campaign: ‘Radical regeneration manifesto’ by Bidwells
- Category 13: Most commercially successful campaign: ‘Be unforgettable’ for M&S Corporate Gifts, by Really B2B
- Category 14: Best sales enablement initiative: ‘Backup. Move forward.’ for Veeam Software, by Digital Radish
- Category 15: Best channel marketing initiative: ‘Lenovo LEAP’ for Lenovo, by Motivforce
- Category 16: Best SME-targeted campaign: ‘Ask the expert’ by Intuit
- Category 17: Best corporate decision-maker targeted campaign: ‘Be unforgettable’ for M&S Corporate Gifts, by Really B2B
- Category 18: Best employee engagement programme: ‘Preventing a landslide: Steering employee engagement through a market crash with real-time data’ by DNV GL
- Category 19: Best international campaign: ‘ASEAN campaign – Connecting businesses to where the growth is’ for HSBC, by Grey Advertising Hong Kong Limited + PHD Media
- Category 20: Best use of account-based marketing (ABM): ‘HP Apollo’ for HP, by Transmission
- Category 21: Best brand initiative: ‘Superhuman’ for MAN Truck & Bus UK, by Gravity Global
- Category 22: Best product launch campaign: ‘Dukes of Chippingdom’ for Lamb Weston / Meijer, by Art of the Possible Agency
- Category 23: Best lead generation or nurturing campaign: ‘Be unforgettable’ for M&S Corporate Gifts, by Really B2B
- Category 24: Best customer engagement initiative: ‘Get retail ready, responsibly’ by Auto Trader
- Category 25: B2B marketing team of the year: PwC
- Category 26: B2B marketer of the year: Kate Owen, director of GTM, industry and account-based marketing, Capita
- Category 27: B2B PR agency of the year: Infinite Global
- Category 28: B2B marketing communications agency of the year: Transmission
- Category 29: Grand Prix: ‘Dukes of Chippingdom’ for Lamb Weston / Meijer, by Art of the Possible Agency
