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Tinder for cows, neurodiversity, aerospace: The Drum B2B Awards 2019 winners


By Dani Gibson, Senior Writer

November 8, 2019 | 6 min read

The Octopus Group and IBM Originals have taken home the coveted Grand Prix and Chair Awards at The Drum B2B Awards 2019.

b2b 2019 winners

Octopus Group and IBM snap up top accolades at The Drum B2B Awards 2019

For their work with the Hectare Agritech, the Octopus Group were awarded the Grand Prix and Best PR Campaign accolades.

Hectare wanted to raise the profile of its online trading platform, SellMyLivestock, and awareness of the potential for online livestock trading more generally. The result? Tudder, Tinder for cows. The app was launched with a Valentine’s Day-focused media campaign that was picked up by national and international mainstream media, as well as significant agriculture and farming titles.

The Octopus Group generated a huge wave of interest in both Hectare Agritech and the SellMyLivestock platform.

IBM Originals has been awarded the Chair Award for the "When Neurodiversity Works" campaign.

Around 44% of people with neurodiverse talent, such as people with autism, have IQ scores in the average to above average range, and nearly half of 25-year-olds with autism have never held a paying job. From these statistics, IBM saw an opportunity to bring these talented individuals into the workforce, giving them a voice and to change the conversation.

IBM’s Ignite Application Testing offering launched a program to bring more neurodiversity into the workplace and new thinking to the process.

On why he chose IBM as his winner, Paul Kontonis, chief marketing officer of WHOSAY/Viacom Ad Solutions said: “Brand as creator. Brand as storyteller. Brand as leader. This is the story of IBM Originals. Led by George Hammer, IBM Originals has produced countless of original series that tell the stories of IBM products and services. Stories that are best told through content, not advertising and promotions pawned off as content, but real content that educates and entertains.”

B2B agency, Gravity Global were awarded for Best Multichannel Campaign for Brazilian aerospace conglomerate, Embraer. Employing striking imagery, this disruptive deployment across all channels set new records across all KPIs: record sales of $15.3bn in 2018, a 73% increase year on year in brand mentions totalling at 497,921 and achieved business super brand status.

Judge and co-founder of Levelwing, Jeffrey Adelson-Yan explained: “This entry displayed clear and straightforward thinking coupled with superior execution which led to excellent results.”

Full list of winners

Grand Prix/Best Website – corporate/brand

Octopus Group for Hectare Agritech

Chair Award

IBM Originals

Agency of the Year


Marketer of the Year

Kathy Seegebrecht, Stein IAS

Brand of the Year

Emotive Brand for Movework

Best Multichannel Campaign

Gravity Global for Embraer

Best Brand Campaign

True Rockwool

Best Demand-Generation Campaign

The Crocodile and Tempo Communications

Best Digital Campaign

MRM//McCann for Surface

Best Social Campaign

Bottle for Racism at Work

Best Mobile Campaign

Admirable Devil for The Operation

Best Out-of-Home Campaign

Doremus for 5G and ACPC comes to Hawaii

Best VR/AR Experience

Stein IAS for Safetug 360 Experience

Best Live or Virtual Event Campaign

Bottle for Kinnetic Cafe

Best Use of Personalization

Transmission B2B for HP

Best Use of Programmatic

Hyperlocology for Morgan Stanley

Best Use of Data/Technologies Across Marketing Activities

Acronym and SAP

Best Broadcast Campaign

Gyro Chicago for Denver: People Aren’t Numbers

Best Content Marketing Campaign

True for Seven strengths of stone

Best Website - corporate or brand website

Optaros by MRM//McCann for ClarksOne

Best PR Campaign

Group for Tudder

Best use of Data/Insights

MediaWorks UK Limited fir Classification of Customers

Best Limited Budget campaign

Shutterstock, Dimassimo and Goldstein for Fyrestock

Best ROI campaign

MRM//McCann for USPS National Postal Forum

Best Social Good Campaign

Doremus for Intel

Best Product Launch Campaign

True for Rockwool

Best Thought Leader Strategy

Stein for Post Modern Blog

Best Corporate Communications Campaign

Radley Yeldar

Martech Hero

Marc Keating, B2B Technologist

Martech Agency of the Year

Stein IAS

Martech Team of the Year (client-side)


Digital Transformation Initiative of the Year

Somo for Siemens

These awards took place on November 7 at the Edison Ballroom, New York.

Stein IAS and Winmo are sponsors of these awards. To register your interest for 2020, click here.

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