The rain may have been torrential, but the spirits were high as we headed to Old Billingsgate for the 2022 B2B Marketing Awards. Having scooped a win in the B2B category at the Alliance of Independent Agencies Wing Awards, with our ‘You Don’t’ Know Philly!’ campaign for Mondelez UK, earlier this year we had everything crossed for the night ahead. This time the campaign was shortlisted for ‘Best Use of Customer Insight’ in what is essentially the Oscars of the B2B marketing world.
Good, solid insight makes for great campaigns – it’s the place where brand, consumer and route to market collide, something we call the jellybean sweet spot. Finding that nugget of insight enables us to address a key challenge and a validated understanding of the customers’ perspective helps to qualify our thinking and ensures that we create and activate effective and compelling campaigns. It’s at the heart of what we do as a leading strategic and creative agency. Put simply, no insight, no campaign. So, it was a natural category choice when it came to selecting what we wanted to enter in this year’s B2B Marketing Awards.
With the standard of entries higher than ever, the evening saw the great and the good of the B2B marketing world assemble, dressed in their finest glad rags, to discover who would be crowned gold, silver, and bronze winners in each of the 27 categories. With over 500 entries the awards saw some stiff competition with brands and agencies, big and small, putting their best work forward to be judged by an exclusively client-side panel. As the wine and conversation flowed, the evening drew towards its climax – the award ceremony itself, which was compered aptly by award-winning comedian Sophie Druker.
As our category approached, we had everything crossed and were absolutely thrilled when Tony Lamb of Lamb Direct Consulting announced that jellybean had won gold! So, it was off to the stage to pick up our trophy, followed by a quick post-win interview. Then the serious business of celebrating began as the champagne popped and we toasted a campaign we are incredibly proud of. We didn’t make it to the 3am carriages (those days are long gone), but nonetheless we had a great night which was, in no small part, down to not just our win but the great company on our table from Eureka Comms and Swoogo.
Well done to B2B Marketing on another great awards event – here’s to 2023 and keeping our run of annual awards going!