This category will reward effective campaigns from one business targeting another.
A judging panel of industry experts, chaired by Antonia Wade, Global Chief Marketing Officer, PwC Network, will be announced in the coming weeks.
I feel like we’re witnessing a real turning point for B2B and it’s great to have a platform like the WARC Awards for Effectiveness to recognise excellence in our sector. I’d encourage B2B marketers to submit the work they are most proud of, so they get the recognition they deserve.
Global Chief Marketing Officer, PwC Network
The B2B Effectiveness Ladder
A framework with which to better understand and categorise the common objectives and results of B2B marketing.
Shortlisted entries in the Business-to-Business category will receive feedback on how they’ve performed on the WARC/LIONS B2B Effectiveness Ladder so that you can drive your business forward.
There were 4 winning case studies in the 2021 competition, with Maersk: Setting a new course for growth, through Havas International - London, taking the Grand Prix.
Maersk used digital and TV executions to reposition itself as a complete end-to-end logistics and services provider to the C-Suite in Denmark.
The campaign grew brand value for Maersk and the company saw a 24% increase in L&S revenues.