On 15 November, the best of the best in B2B gathered for the 2023 B2B Marketing Awards. With 30 categories and over 350 submissions this year, the competition was tighter than ever. So who nabbed the coveted awards this year?
The Grand Prix was awarded to The Creative Consultancy for its Lighter Deliveries’ for Royal Mail campaign. Digital Radish reigned supreme with four gold wins and a bronze this year, bagging awards for ‘Best sales enablement initiative’, ‘Best SME-targeted campaign’, ‘Best international campaign’ and ‘Best customer growth or retention initiative’. Meanwhile, Goddard also dominated this year with eight total wins for the evening earning gold for two categories, ‘Best use of creative’ and ‘Best demand or lead generation campaign’.
Coming in hot with 14 shortlists this year, Gravity Global also walked home with three awards including the gold for ‘Best brand initiative’. Other highlights included Fight or Flight nabbing ‘Best agency of the year’ and Just Global named as ‘Best global agency of the year’. Plus, both Ryan Almond and Sarah Sutton both shared the gold for ‘B2B marketer of the year’.
Want to know the breakdown of each winner? See complete list below:
Category 1: Best multi or omnichannel campaign
Gold: ‘20 Grand in your Hand’ for Reliance Worldwide Corporation (RWC)’ by Milestone Creative
Silver: ‘Gates Electric Thinking’ for Gates Corporation’, by LAW Creative
Bronze: ‘Best multichannel campaign: MHUK partnership’ by Lloyds Bank
Category 2: Best use of third party or paid media
Gold: ‘When You Don’t Use ABAX’ for ABAX, by The Croc
Silver: ‘Capturing the elusive 95%’ for Virgin Media O2 Business, by The Marketing Practice
Category 3: Best use of events (physical, digital or hybrid)
Gold: ‘Step inside the wonderful world of Splunk, powered by AWS’ for Splunk, by The Marketing Practice
Silver: ‘Power to the Marketer’ by Emarsys
Silver: ‘Digital Engineering Awards’, by L&T Technology Services
Category 4: Best public relations campaign
Gold: ‘Shaping the UK Political and Economic Landscape for Pragmatic’ for Pragmatic, by Brands2Life
Silver: ‘Accounts Deceivable’ for Medius, by Fight or Flight
Bronze: ‘A Love Letter to Hospitality’ for BRITA, by Speed
Category 5: Best use of creative
Gold: ‘PERFECT HARMONY’ by Addleshaw Goddard
Silver: ‘Build your own satellite’ for Inmarsat, by Ogilvy
Bronze: ‘FISH & CHIPMUNKS’ by Addleshaw Goddard
Category 6: Best digital experience
Gold: ‘Mission possible: Gamified engagement experience to support Splunk adoption’ for Splunk, by Agent3
Silver: ‘The NextWave Elevator Challenge’ for EY, by govy UK
Bronze: ‘Suspecting Cushing’s’ for Stein IAS, by Dechra
Category 7: Best use of social media including influencer marketing
Gold: ‘When You Don’t Use ABAX’ for ABAX, by The Croc
Silver: ‘The Redgate 100: A Top 100 Influencers Index’ by Redgate
Bronze: ‘Hubbub: Creative That Distracts’ for Transmission and LinkedIn, by Transmission
Category 8: Best use of content marketing
Gold: ‘What on Earth is the value of space?’ for Inmarsat, by Ogilvy
Silver: ‘Getting to grips with the new Building Regs’ for Jewson, by Tangerine
Silver: ‘Accounts Deceivable’ for Medius, by Fight or Flight
Bronze: ‘Suspecting Cushing’s’ for Stein IAS, by Dechra
Category 9: Best use of customer insight
Gold: ‘Proven Meets Pioneering’ for Alianz Partners, by Seeblue
Silver: ‘Decarbonisation Delivered’ by Mitie
Bronze: ‘Customer First: Transforming Experian’s marketing approach’ for Experian UK, by Coterie Marketing
Highly Commended: ‘Diageo Draught Cocktails’ for Diageo Draught Cocktails, by Serendipity2
Category 10: Best use of AI
Gold: ‘BenAI’ by Bidwells
Silver: ‘Huble Digital & GfK – Human vs AI: Can ChatGPT outsmart a CMO?’ for GfK, by Huble Digital
Bronze: ‘My Professional Rewards’ for Unilever Food Solutions, by Omne
Category 11: Best use of thought leadership
Gold: ‘What on Earth is the value of space?’ for Inmarsat, by Ogilvy
Silver: ‘Aquanomics: The economics of water risk and future resiliency’ for GHD, by Man Bites Dog
Bronze: ‘PERFECT HARMONY’ by Addleshaw Goddard
Category 12: Best brand initiative
Gold: ‘Real. World. Change.’ for Edge Empower, by Gravity Global
Silver: ‘Seek & Prosper’ for S&P Global, by JOAN Creative
Bronze: ‘Best in the Business’ for Knorr Professional, by Omne
Highly Commended: ‘Tyk Goes Bigger, Bolder’ by Tyk
Category 13: Best purpose-led marketing programme
Gold: ‘Best purpose-led marketing programme: MHUK partnership’ by Lloyds Bank
Silver: ‘What on Earth is the value of space?’ for Inmarsat, by Ogilvy
Bronze: ‘Streets Ahead’ for McCain Foodservice Solutions, by Omne
Category 14: Best demand or lead generation campaign
Gold: ‘FISH & CHIPMUNKS’ by Addleshaw Goddard
Silver: ‘Ready’ to outperform’ for Allianz AGCS, by Earnest
Bronze: ‘Balance’ for GE Digital, by Ledger Bennett
Category 15: Best use of account-based marketing (ABM)
Gold: ‘Time is of the essence: bringing a data breach to life’ for Kyndryl, by Purple Agency
Silver: ‘How to Win Funds and Influence Pipeline’ by NTT Ltd
Bronze: ‘Lighter Deliveries’ for Royal Mail, by The Creative Consultancy
Category 16: Best channel marketing initiative
Gold: ‘Marginal Gains’ for Westcoast, by Revere
Silver: ‘Broaden your horizons’ for Lenovo, by Twogether
Bronze: ‘Lenovo Len’ for Westcoast, by Revere
Category 17: Best sales enablement initiative
Gold: ‘Unleashing untapped data potential’ for Neo4j, by Digital Radish
Silver: ‘Champion the experts’ for ASUS Business, by Earnest
Bronze: ‘SWIM, DON’T SINK!’ by Addleshaw Goddard
Category 18: Best limited-budget campaign
Gold: ‘KP Nuts – Raising Awareness of Testicular Cancer Awareness Month among Retailers’ for KP Snacks, by Another Word Communications
Silver: ‘SWIM, DON’T SINK!’ for 0, by Addleshaw Goddard
Bronze: ‘Driving Customer Lifetime Value’ for Ledger Bennett, by American Express Global Business Travel
Category 19: Best SME-targeted campaign
Gold: ‘ABM for high growth and new heights’ for Kelly Services, by Digital Radish
Silver: ‘Side Hustle Nation’ for Royal Mail, by Eulogy
Bronze: ‘Don’t Bin It, Just Flex It: Getting SMEs to Reduce E-waste with Google’s ChromeOS Flex’ for Google ChromeOS, by Toaster
Category 20: Best enterprise-targeted campaign
Gold: ‘Lighter Deliveries’ for Royal Mail, by The Creative Consultancy
Silver: ‘PERFECT HARMONY’ by Addleshaw Goddard
Bronze: ‘Ready’ to outperform’ for Allianz AGCS, by Earnest
Highly Commended: ‘Time is of the essence: bringing a data breach to life’ for Kyndryl, by Purple Agency
Category 21: Best employee engagement programme
Gold: ‘The NextWave Elevator Challenge’ for EY, by Ogilvy UK
Silver: ‘Building a World Where Nothing Goes to Waste’ for Viridor, by Bray Leino
Bronze: ‘How driving employee engagement through an employer brand campaign helped The Smart Cube win the war for talent and stem attrition’ by The Smart Cube
Category 22: Best international campaign
Gold: ‘Thrillingly predictable staffing’ for Kelly Services, by Digital Radish
Silver: ‘Payoneer: Own Tomorrow’ for Payoneer, by Gravity Global
Silver: ‘AWS: Bringing the power of cloud computing to businesses of all sizes’ for Amazon Web Services, by The Marketing Practice
Category 23: Best product or service launch campaign
Gold: ‘NyRock – an evolution in stone wool’ by ROCKWOOL UK
Silver: ‘Pack to the future’ for Stein IAS, by Paper and Packaging Board
Silver: ‘ScottishPower: Leading the charge’ by ScottishPower
Category 24: Best customer growth or retention initiative
Gold: ‘Unleashing untapped data potential’ for Neo4j, by Digital Radish
Silver: ‘Shifting gears on growth at BMW’ for ServiceNow, by The Marketing Practice
Bronze: ‘Driving Customer Lifetime Value’ for Ledger Bennett, by American Express Global Business Travel
Category 25: Most commercially successful campaign
Gold: ‘Global Healthcare Engagement for Atos’ for Atos, by HUT 3
Silver: ‘S&P Global Market Intelligence – Set the Pace persona marketing campaign, 2022′ by S&P Global Market Intelligence
Bronze: ‘Automate To Empower’ by ServiceNow
Highly Commended: ‘20 Grand in your Hand’ for Reliance Worldwide Corporation (RWC), by Milestone Creative
Category 26: B2B marketing team of the year
Gold: Mitie
Silver: Addleshaw Goddard
Bronze: LCP
Highly Recommended: Panaseer
Category 27: B2B marketer of the year
Gold: Ryan Almond, Global ABM Director, Henkel
Gold: Sarah Sutton, CMO, Send Technology
Silver: Tracy Swartzendruber, VP Marketing, PGOG, GE Digital
Category 28: B2B agency of the year
Gold: Fight or Flight
Silver: Rooster Punk
Bronze: Digital Radish
Category 29: B2B global agency of the year
Gold: Just Global
Silver: Merkle B2B
Bronze: Gravity Global
Category 30: Grand Prix
Gold: Lighter Deliveries’ for Royal Mail, by The Creative Consultancy
Gold: ‘What on Earth is the value of space?’ for Inmarsat, by Ogilvy
