EDITOR’S NOTE
WHY BIGGER ISN’T ALWAYS BETTER
The B2B Marketing Awards is bigger than ever this year,but that’s not to say that
you have to be a big brand or have a big budget to succeed,says Joel Harrison
So,another year of the B2B Marketing more than one medium to communicate with the
“
Awards,another cluster of milestones target audience.They also demonstrate the continuing
achieved,and another set of excellent importance of traditional techniques,specifically DM,
marketing initiatives recognised and rewarded. advertising,events,incentives and sales promotion.No
This year’s awards boasted a record number of one can refute the importance of digital media,but far
entries – beating the 2006 high water mark by a from dying out,the ‘legacy channels’are holding their
staggering 60 per cent – and as I write this,attendance own and in some cases,creating greater standout.
at the awards dinner is set to reach 550,up by 25 per I’m also pleased once again to be able to highlight
cent on the year before.For the third year running, the diversity of work represented amongst the winners
“The success of the B2B we’ve sold out.And this in an environment where most and runners up,with successful campaigns ranging
Marketing Awards has marketing awards programmes are either static or from some of the world’s biggest companies (HP,
occurred in an environment actually contracting – it goes to show the strength of Barclays,HSBC,JCB,Canon etc.) to highly niche
where most marketing interest in the B2B sector. operators (SOH Landmark,Rockwool,iMarket).
awards programmes are Congratulations must therefore be said to the This reiterates the view that you don’t have to
either static or actually winners in this year’s awards,who can pat themselves be a global B2B brand with the associated deep
contracting – it goes to show on the back for a job extremely well done.Competition pockets to produce excellent B2B activity.What is
the strength of interest in the in most categories was intense,and some excellent required, however, are insight, courage, commitment,
B2B sector” campaigns that would have made worthy winners were the willingness to make tough decisions and where
simply pipped to the post.My commiserations go to necessary a few risks – or at least to challenge
JOEL HARRISON those agencies:we know your clients will already be some preconceptions. Like all things in life or in
“
Editor, B2B Marketing delighted with your work,and hope you will enter again business, there is no magic formula for success, but
next year with more success. hopefully the campaigns and initiatives
The winners of the campaign categories reflect, recognised by these awards will provide
once again,the importance of integrated or multi- the inspiration for a few more winners
channel marketing in B2B,with the vast majority using at next year’s awards.
This publication was produced as a supplement MEDIA DEVELOPMENT MANAGER: David Lewis DESIGN: ICD, West Sussex
of B2B Marketing, November/December 2007. TEL: 020 7438 1376 info@icd.gb.com
EMAIL: david.lewis@b2bm.biz
EDITOR: Joel Harrison
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Copyright Silver Bullet Publishing Ltd 2007
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