The biggest myth in B2B marketing is that it shouldn’t appeal to our emotions
There are some great examples of B2B marketing that play on the heartstrings, says Jonathan McCallum at George P Johnson. So, ...
Jaguar’s Miami EV launch invites new wave of criticism, but CCO says brand is undeterred
The British automaker unveiled two electric vehicles Monday night in a flashy installation in Miami. The launch was ...
Rethinking the London Overground: TfL’s biggest rebranding project in decades
We speak to the people who came up with the names of the new lines and those who took on a huge information design challenge ...
OpenAI is eyeing ads – but getting it right will be a tricky balancing act, experts say
The ChatGPT parent is reportedly weighing the possibility of introducing ads into its suite of AI products. Would such a ...
EY’s Rebecca Hirst on why marketing must be in the room on product, price and promotions
Cola, tells Tim Healey why B2C and B2B have more in common than people perceive and why positioning marketing as a driver of ...
Five of the most effective creative ads in the B2B sector
As part of The Drum’s B2B Focus Week, we’re using insights from Kantar’s Marketplace, an automated market research platform, ...
The cat’s out of the bag but Jaguar’s rebrand still feels like a stray
Just hours before the official unveiling in Miami, the car maker’s reinvention has now leaked online. Having already branded ...
The Expert Marketing Clinic: 7 key questions every B2B marketer is asking
At B2B World Fest 2024, Charlotte Mackenbach, communications manager at C-Job Naval Architects, and Laura Whitebread, EVP of marketing at iManage, joined The Drum’s Lynn Lester for a no-holds-barred ...
Hyper-targeted B2B marketing misses the bigger picture
Hyper-targeting your marketing might seem appealing. But, for our B2B focus week, Jack Morgan of Hallam explains why the ...
Ad of the Day: Vodafone’s nostalgic spot celebrates 40 years of festive connections
Additionally, a four-part social content series featuring Roman Kemp and his mum, Shirlie, explores how phones have changed ...
The rocket fuel for B2B campaign success isn’t what you think it is…
As part of The Drum’s B2B Focus, we report from the recent B2B Worldfest, where Lesniak Swann founder Alex Swann made a conclusive case for why nurturing your culture should be your agency’s number ...
With B2B and B2C cross-pollinating - your marketing approach must change
In the debate about the crossover between B2B and B2C, Brave Bison’s Andy Platt and Brenda Imeson ended up with six ...