In a world in which Marketing Week can publish its ten nominations for Brand of the Year and be content that not one of them is B2B, it can feel pretty lonely and unloved in the business marketing profession. So it’s time to give a shout out for some of the great work that B2B marketers are doing.
I thought I’d share a few examples and why I like them over the next few posts.
Next up: Acciona. Acciona is a Spanish conglomerate focusing on investment in renewable energy. They have been running amazing #InvestInThePlanet campaign over the last twelve months. Take a look at https://www.youtube.com/watch?v=h2KigmRHlvg for an example.
I think this is a powerful piece of creative for the way that it breaks through the glass walls between business and the realities of sustainability. The impact of business is shown on screens in the stock exchange and the boardroom and the office making the connection between business and the planet clear. The disconnect is underlined by the musical choice. And there’s a strong call to action which is followed up in other films in the campaign which you can see on the Acciona You Tube page.
The same juxtaposition between the office and the environment is played strongly on the home page of the Acciona website.
The Acciona videos have been viewed more than 1.5 million times across the business’s five key markets.
Dave is an experienced global B2B Chief Marketing Officer / Marketing Director with an established reputation for delivering commercial results in start-up, mid-tier, and blue-chip businesses across technology, and business services and professional services sectors.
Dave has worked for major brands such as Telefonica O2, EY, and Barclays and held posts from Chief Marketing Officer to Director of Online, has run his own business, and managed a P&L for a major corporate. He is chair and co-founder of the Business Marketing Club (www.businessmarketingclub.org.uk) - a network of B2B marketers. In 2019, he was named one of the top 100 B2B European marketing leaders (https://www.hottopics.ht/34199/top-100-b2b-european-marketing-leaders-2019/). He is a graduate of Cambridge University, a Chartered Institute of Marketing (CIM) Chartered Marketer and holds a MBA with Imperial College, London. Dave is a keen cyclist and adventure traveller, is married, and lives in Buckinghamshire. You can read his blogs at www.DaveStevensNow.com.