What makes a brand campaign reach senior business buyers?

Give senior buyers a reason to see your organisation as more than a technical supplier. Dassault Systèmes was recognised for 3D design, manufacturing and product lifecycle management software, but its expanding experience-design proposition required a story for senior business leaders beyond engineers and designers. The IF WE campaign was built around collaboration and shared possibility: open-ended statements invited audiences to imagine future experiences enabled by the company's technology. The approach preserved technical credibility while making room for strategic storytelling rather than functional messaging alone. For a business seeking similar consideration, the practical task is to connect established capabilities to possibilities that matter at board level. A 2025 Edelman report found that 85% of hidden influencers in B2B buying groups prioritised a vendor's understanding of their business challenges.

Match media placement and production to the senior buyers the campaign needs to reach. For Dassault Systèmes, IF WE combined a consistent creative concept with global advertising across the business press, airports and lounges in major business hubs, and digital channels including LinkedIn. Delivery included a first-of-its-kind FT homepage takeover. Advertising masters were created with high-end photography and production, while specialist partner agencies handled adaptations and placement. The practical distinction is between developing an idea and arranging its distribution: a campaign intended for board-level audiences needs both. Plan the environments where executives will encounter the campaign, retain a consistent creative idea across formats, and assign responsibility for adapting and placing the advertising rather than treating creative development as sufficient reach.