Building a B2B campaign
Building a B2B campaign means turning a clear audience and business problem into a distinctive story that can earn attention, withstand scrutiny and work across channels. Set the strategic platform and proof early, then give the creative idea enough consistency to be recognisable and enough flexibility to serve different formats, audiences and commercial moments. Keep every claim clear, relevant and supportable.
Should strategy come before creative work on a campaign?
How do we restart a stalled campaign concept?
How do we cut jargon from campaign copy?
How do we develop bold ideas for a campaign?
How do we reframe a brand challenge into a campaign?
How bold should our technical campaign creative be?
How bold should our B2B campaign be?
How much emotion should our brand campaign use?
How do we make a brand campaign feel truthful?
How do we build a business case for a bold B2B campaign?
How do we make a new offer launch stand out?
How do we keep campaign design consistent across channels?
How do we plan a video campaign across channels?
How do we build a technical campaign for priority accounts?