The upside-down world: B2C goes B2B

Many major consumer brands have considerable B2B businesses. And lots see their B2B brands and portfolios as key growth drivers. Hear from marketers at multi-billion-dollar brands how they’re leaning into B2B as a growth engine for their organizations. Just how far does the brand equity amassed in the consumer world take you in B2B? What are the unique challenges of building B2B businesses that are on the one hand so familiar, but on the other so ‘new’ to this space? What lessons and learnings flow from B2C to B2B, and vice versa? And how can the B2C mindset to invest in marketing spill over into B2B?

38 mins

Risk VS Reward: B2B’s creativity's c-suite conundrum

B2B is pushing creative boundaries for sure. But we all want to see B2B do better and go faster. And that requires a wary C-Suite to step out of its risk-averse comfort zone just and over-reliance on performance marketing. Every indication and many proof points say, once taken, the “risk” of real creativity can deliver enormous return. In fact, creativity may be the most under-leveraged advantages a B2B business has. The looming question is, can the brand/agency partnership help the C-suite make the necessary leap by speaking the language of the CEO and CFO? In this session, you’ll hear what it takes to get great work over the line with the backing – and budget – it deserves.

40 mins

Top 5 ingredients of an extra strength B2B brand

Many ingredients go into building a strong B2B brand, but five are the most important. No one knows this better than EY’s master brand builder, John Rudaizky. At this fireside chat, John will share his top five. To say more here would give it away. (Teaser alert: AI isn’t one of them!) Be a part of this mini masterclass in enduring brand strength and its measurable, long-term commercial and valuation impacts.

20 mins

Spotlight on current events: Wall Street Journal on the fight to free Evan Gershkovich

Join us for a discussion with The Wall Street Journal as we shed light on the wrongful detention of esteemed colleague and reporter Evan Gershkovich, who has been held in pre-trial detention in Russia for over six months and falsely accused of espionage. WSJ world coverage chief Gordon Fairclough sits down with Cameron Clarke to discuss the importance of press freedom and journalistic integrity and how these actions threaten those liberties.

17 mins

Promises, Promises: The new P in B2B Marketing

Discover a new perspective in B2B marketing with Jann Schwarz, founder of LinkedIn's B2B Institute think tank as he unveils key insights from extensive research whilst highlighting the power of a clear and reiterated customer promise in driving campaign success. Brace yourself for a session to challenge traditional B2B thinking. That's a promise!

25 mins

The B2B decade starts here (and now)

The Creative B2B Lions jury president said it on stage at Cannes so it must be true: this is B2B’s decade. Decades in the making, B2B is today’s and tomorrow’s hotbed of marketing innovation, creativity and growth. But is this just hype? Or is B2B really the “place to be”? Marketing leaders with multifaceted experience will share their views on B2B’s accelerating ascendance – from B2B humanization to brand value to creative effectiveness to leapfrogging applications of technology and data.

15 mins