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Roll of honor: how to be brave at The Drum B2B Awards 2018


By Dani Gibson, Senior Writer

July 20, 2018 | 5 min read

The Drum B2B Awards are back for a second round. Following it's inaugural debut in 2017, entries are now open for this year's awards.


Roll of honour: how to be brave at The Drum B2B Awards 2018

Rewarding the best B2B marketing campaigns/strategies, these awards will accept from around the globe to find the best in terms of creativity, effectiveness, ROI and commercial results.

Following are six examples of 2017's best work

The Answer Company: Grand Central Takeover

Best Out-of-Home Campaign


Thomson Reuters re-launched as The Answer Company in 2016 uniting all of their business units, over 500 products and services, under one platform for the first time in the brand’s history. A key activation component of The Answer Company campaign in 2016 was the takeover of the Grand Central Terminal in New York for the month of September.

Advanced: Fairitails

Best Demand Generation Campaign


The ‘FairITales’ campaign was informed by evil IT providers over promising and under delivering when selling solutions, tantamount to selling a fairytale. Each wave of activity took a common sector issue, wrapped it up in a familiar tale (Cinderella, Goldilocks, A Christmas Carol, Jack and the Beanstalk), and featured a heroic Advanced rescuing the day with a ‘right-first-time’ solution, providing a happily ever after for your business.

The UK's Department for International Trade: Cannes Lions Festival

Best Use of Programmatic


The Department for International Trade used the opportunity of Cannes Lions Festival to celebrate the pride of the UK’s creative sector. DIT asked Gyro to develop and implement a media strategy that would celebrate British success stories and tell the ‘WHY UK’ story. The campaign demonstrated a hyper-targeted approach through programmatic advertising which celebrated British creativity at optimum moments.

WEX Europe Services: Never Lose Your Bearings!

Best Use of Personalization


Lesniak Swann created a personalised campaign for Esso Card™ which ensured that prospects could navigate their way to a better fuel network with Esso Card™ . Armed with a compass and map they guided prospects to a personalised URL.

Getty Images: France Video Campaign

Best Native/Sponsored Content Program


Getty Images used the medium as the message making three video advert to promote their video offering in France. Stein IAS recommended a social media based strategy, as it is the natural home of video content, and the creative professionals in the target audience. Smart targeting delivered great results, boosting awareness of Getty’s offering in all the right places.

Air Charter Service: Private Jets of World Leaders

Best Use of PR

B2B Jet

The Media Image conducted a global analysis of the aircraft used by the world’s top leaders, including Vladimir Putin and Donald Trump. On behalf of Air Charter Service, TMI contacted over 10,000 media agencies to pitch the story. The content was published on world news websites including USA Today and The Independent and received 1,562,153 unique visits.

Have you created amazing work that should be shouted out about? The Drum B2B Awards 2018 are now open for entries, download the entry pack and show the world your hard, outstanding work. Next time, your projects/campaigns could be showcased on

Founding partner of these awards are Stein IAS.

Stein IAS The Drum Awards Esso

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