This category is for marketing efforts from businesses targeting other businesses. Business-to-business efforts for any type of product or service, from any marketplace segment, are eligible to enter.
Business skills development program "Business-Class"
Sberbank, one of the leaders in business services market, introducing "Business-Class" a free program for developing business skills for entrepreneurs, combining online and offline formats. The goal of the program is to educate entrepreneurs across Russia and help them develop their business. In 2017, we trained 36,000 people in 20 regions. Revenue from new clients: 164,288,487 RUR. 56% of entrepreneurs noted positive changes in business after graduation, 18% of potential entrepreneurs opened a business during training or 3-4 months later.
Agency: OMD Media Direction
Watson Gets to Work
IBM needed its star product (artificially intelligent “IBM Watson”) to be seen, not as a curiosity for the future, but as the must-have tool for business today. The ‘Watson at Work’ campaign used a drumbeat of content to show Watson in his proper context: already hard at work, among real businesses, delivering real results. Prospects were converted from the “maybe later” crowd into “adopt today” zealots 6.5x faster than forecast.