Business-to-Business - Products

This category is for marketing efforts from businesses targeting other businesses for any type of product and from any markeplace segment.

2021 SILVER

Uncovering the Middle Bias

State Street tasked us with promoting their mid-cap funds and generating leads in the process. There was only one problem, investors ignore mid-caps. They were only interested in high-growth small-caps or blue-chip large caps. We created The Middle Bias to take advantage of investors' obsession with status and being the smartest person in the room in a way we knew they’d have to address. In the end, we generated 1038 new, highly qualified sales leads of investors ready to give mid-caps a closer look.

Brand: State Street Global Advisors
Client: State Street Global Advisors
Agency: McCann New York
Language: English

2021 BRONZE

Eleanor T. Fitzsimmons

With Financial Advisors seeing no difference between iShares and other Exchange Traded Funds (ETFs), iShares’ market leadership was slipping. Through the story of a zealously overachieving prodigy Eleanor (E.T.F.), who embodied the extraordinary abilities of iShares ETFs, we showed that iShares could do more than Advisors thought possible. Eleanor increased Consideration +120% and persuaded 80% of Financial Advisors to use iShares more. The campaign surpassed all category norms and helped iShares hit record-breaking new business figures - powerfully reclaiming iShares’ position at the top of the ETF world.

Brand: iShares by BlackRock
Client: BlackRock
Agency: DDB San Francisco
Language: English

2020 BRONZE

Ticket of Terror

Ticket of Terror helped challenger-brand Eaton refill their marketing funnel for power management products, by reaching more new leads than ever despite a stagnant media budget. For IT professionals, more technology means more problems to fix and less time to plan ahead. Eaton’s products prevent tech problems, but IT pros are too busy to care and too jaded to believe. “Ticket of Terror” broke this cycle by comically dramatizing IT headaches and Eaton solutions in a digital game that beat all brand benchmarks making it Eaton's most successful promotion ever.

Brand: Eaton Power Quality
Client: Eaton Power Quality
Agency: Jack Morton Worldwide
Language: English

FINALISTS

Budweiser USA Future Official Sponsor

Mastercard Female Small Business