WorldFest 2024: The B2B Revolution is Here

Join Annette, from BBN and Katie Youngblood, from Luxid Group in this latest mixtape episode. We delve into the unique challenges Gen Z professionals face as they navigate the modern workforce. From maintaining personal value amidst rapid changes to adapting to new technologies and work environments, this discussion offers insights into how young professionals can thrive. We explore strategies for achieving work-life balance, the importance of continuous learning, and the role of AI as a tool rather than a crutch. Join us as we uncover the resilience and adaptability that define Gen Z's approach to career growth and success.

In this dynamic debate episode, Richard Parsons, Founding Partner at True Agency in London, goes head-to-head with Raluca Apostol, Demand Gen Expert at STOICA, to tackle one of B2B marketing's most persistent tensions: should you focus on short-term demand generation or long-term brand building? Raluca makes the case for short-term tactics, arguing for speed, measurability, and immediate ROI that keeps budgets flowing and managers happy. Richard counters with evidence that brand building is the true hero, citing the 90% rule where buyers choose from just three brands that come to mind when they enter the market. The conversation explores budget allocation, the rise of new channels like connected TV and YouTube, and how AI might democratize high-quality brand production. Both debaters ultimately agree that the ideal approach requires the full team on the pitch - but disagree on where to start. This episode sets up Richard's upcoming masterclass on the five principles of growth and optimal budget splits between brand and sales activation.

Welcome to our Trail-makers series - special episodes celebrating the incredible agencies that have shaped BBN's rich history. These episodes honor those relationships and reflect on how they've evolved over the years and benefited from being part of BBN, as we build towards BBN's 40th anniversary celebration in 2027.Today we celebrate wob and their remarkable 38-year partnership with BBN - the longest partnership we have, beginning in 1987 the same year BBN was founded as one of our founding partners. We're joined by Carola Hecker, their Client Services Director, who has spent several years on the BBN advisory board.In this milestone episode, Carola Hecker reflects on wob's extraordinary 38-year journey as one of BBN's founding partners, starting from 1987. She shares how BBN has evolved from being "nice to have" like a hotel swimming pool to becoming a core element of what wob offers and a key driver for their success. Carola takes us through memorable moments including hosting the annual agency meeting with a medieval castle banquet, and details their complex global campaign for WEG - a $7 billion Brazilian company - that showcased true matrix collaboration across continents. The conversation explores how BBN has grown more business-oriented while maintaining its inspiring and colorful culture, and reveals the personal leadership lessons learned from working in this international environment.Key Points:From Founding Partner to Core Success Driver: How BBN evolved from a "nice to have" service to a core element of wob's offering over 38 yearsPersonal Connection Through Shared Experiences: Building lasting business relationships through memorable events like medieval banquets and getting to know people beyond job titlesMatrix Collaboration in Action: Managing a complex global campaign for WEG with 120 users across four user groups, with different agencies leading specific expertise areasCultural Intelligence in Global Work: Learning that "culture eats the best intentions for breakfast" and adapting leadership style for international environmentsBusiness Evolution: BBN feeling "more grown up" today - still fun and inspiring but significantly more business-oriented with sharpened methodologies and aligned processesKnowledge Exchange Beyond Geography: Gaining insights from Japanese business etiquette through BBN partners to better serve European clients

Welcome to our Trail-makers series - special episodes celebrating the incredible agencies that have shaped BBN's rich history. These episodes honour those relationships and reflect on how they've evolved over the years and benefited from being part of BBN, as we build towards BBN's 40th anniversary celebration in 2027.Today, we celebrate Luxid Group and its remarkable 28-year partnership with BBN. We're joined by Susanna Juusti, their Chief Operations Officer, whose journey began in 1996 when their agency was called Idea Development - starting with just 10-15 people in Finland.In this milestone episode, Susanna Juusti takes us through Luxid Group's transformative 28-year journey with BBN, from a small Finnish agency called Idea Development to today's 180-person international operation across three countries. We explore how BBN's honest, open relationships between agency owners have shaped both business growth and personal development. Susanna shares insights from her time on BBN's executive board around 2010, the agency's evolution through rebranding to IDBBN, and their 2022 merger with Luxus Worldwide. The conversation reveals how the partnership has been instrumental in navigating major transitions, including their approach to AI technology. It demonstrates how true partnership creates lasting value through shared learning and genuine friendships.Key Points:From Small to Global: Growing from 10-15 people in the 90s to 180 people across three countries, with BBN providing crucial guidance for international expansionBoard Leadership Experience: Serving on BBN's executive board taught valuable lessons about global business and provided personal development opportunitiesEvolution of Network Value: The shift from geographic market entry support to specialised expertise and competency sharing in today's internet-connected worldHonest Business Relationships: The unique value of open, transparent discussions between agency owners about real business challenges and solutionsStrategic Partnership Growth: The 2022 merger with Luxus Worldwide formed Luxid Group, with BBN connections helping them find partner TricomAI as Opportunity: Leveraging technical backgrounds in marketing automation and development to embrace AI transformation rather than see it as a threat

Key Links:Park & Battery: https://parkandbattery.comPark & Battery LinkedIn: https://www.linkedin.com/company/parkandbatteryBBN | Agency X: www.bbn-international.com/agencyxThis episode Ed Davis rewinds the reel on Cannes Lions to ask whether the festival is finally judging B2B work on its own creative terms. His guide is Michael Ruby, fresh from the Croisette after Park & Battery’s Roto-Rooter campaign became one of only a handful of pure-play B2B entries to make the Creative B2B shortlist.The vibe in CannesRuby describes a “whirlwind” first visit: endless content, dizzying networking and—crucially—a palpable momentum for business-to-business brands. With B2B entries up to 415 this year, he believes the new compliance checks have helped weed out thinly veiled B2C work and sharpen the category’s focus on genuine business impact.Evolving judging criteriaBoth host and guest agree the jury is learning to look beyond clever execution to lasting impact. Ruby notes that the best-in-class entries marry creativity with commercial proof: not just impressions and clicks, but measurable shifts in buying intent or brand preference. Yet very few campaigns—his own included—are “culturally sticky” enough to be remembered in five years, a challenge he throws down to the industry.Behind the Roto-Rooter short-listerTurning America’s best-known plumber into an emotional storyteller started with one insight: nearly half of small businesses never reopen after a major flood. From there Park & Battery pushed a long-trusted client to embrace talking toilets, wry humour and a budget-friendly regional media plan. Stakeholders bought in instantly—as long as every line stayed technically accurate for professional plumbers. Data, emotion and AIThe pair dissect the uneasy dance between performance metrics and brand building. Gartner still says 60 % of martech sits idle; Cannes jurors can hardly be expected to decode MQLs and SQLs, so agencies must translate data into clearly meaningful outcomes. On AI, Ruby sees a gulf between public bravado and private anxiety: smart teams are automating the menial to free humans for concept craft, while audiences begin to recoil at low-grade “AI slop”.Campaigns that raised the barBeyond his own work, Ruby highlights AXA’s “Three Words” domestic-abuse clause, Spotify/FCB’s “Song for Every CMO” (with just 14 hyper-targeted impressions) and Vaseline’s TikTok verification series as benchmarks that blend purpose, precision and share-worthy storytelling.Advice for would-be Lion-tamers“Stop sitting on the side-lines.” B2B specialists have the craft, but must invest time and a modest budget in world-class case films. If Park & Battery can do it four years in, anyone can. The only real barrier is deciding to enter.

In this insightful podcast episode, host Peter Lyall sits down with John Williamson, a senior content consultant at LinkedIn, to delve into the powerful impact of employer branding on organizational success. The discussion centers around how a strong employer brand not only attracts top talent but also enhances market positioning and customer engagement. John explains that at its core, employer branding is about creating a fun and engaging work environment where employees feel valued and connected to the company’s mission and culture.Throughout the conversation, they explore the alignment of internal employee engagement with external brand perception, emphasizing that leadership’s authenticity and commitment to a clear set of values are crucial to fostering a positive workplace culture. John highlights the importance of measurable metrics—such as employee engagement scores, retention rates, and participation in advocacy programs—to gauge the effectiveness of employer branding initiatives. Drawing on examples like LinkedIn’s own strategies and the legendary craftsmanship at Rolls Royce, he illustrates how shared values and consistent communication create enduring organizational success.The episode also addresses challenges in today’s fluctuating work environment, suggesting that regular one-on-one check-ins, open communication channels, and even simple gestures like saying “thank you” are vital tools for re-engaging a disillusioned workforce. Finally, the discussion touches on contemporary issues, including diversity, equality, and inclusion, affirming that these remain indispensable aspects of a robust employer brand.Key Points:Definition & Importance: Employer branding is about creating an engaging work culture that attracts top talent and drives business success.Alignment of Culture & Strategy: Effective employer branding requires synchronizing internal cultural initiatives with external brand messaging, leveraging leadership, HR, and marketing.Measurement & Engagement: Key metrics like employee satisfaction, retention, and advocacy programs are essential to assess and boost the effectiveness of employer branding efforts.Authentic Communication: Regular check-ins, transparent leadership, and acknowledging employee contributions are critical in maintaining a healthy workplace atmosphere.

In this episode of BBN Mixtape, we’re joined by Cameron Clarke, editor of The Drum, to explore some of the hottest topics in B2B marketing ahead of WorldFest. We dive into the evolving role of creativity in B2B, the balance between brand-building and demand generation, and the impact of AI on marketing strategy. Cameron shares his insights on what makes for a strong CMO-CRO relationship, how relationship marketing is changing, and the unique opportunities sports marketing presents for B2B brands. Whether you're attending WorldFest or tuning in from afar, this conversation offers a sneak peek into the challenges, innovations, and opportunities driving the future of B2B marketing. Get ready for practical insights and forward-thinking strategies from one of the industry’s most seasoned observers.

In this episode, we discuss WorldFest 2024 with Richard Parsons of True in the UK and David Jordan of Bader Rutter in the US. Aligned to the topics of WorldFest, they explore the evolution of creativity in B2B compared to B2C, the impact of technology and AI on marketing strategies, and the importance of collaboration between marketing and sales teams. For Info on WorldFest, visit: https://events.thedrum.com/b2bworldfest/For a discounted ticket to either the London or Chicago events, use code ed10

On this episode of BBN Mixtape we sit down with Geri Sancho of LinkedIn and discuss localisation of content and campaigns and how it is crucial for businesses that want to enter new markets and maintain a consistent global brand image while being relevant to local consumers. During the podcast Geri hits on adapting global marketing strategies to meet local market needs, including cultural, social, and regulatory differences. She also discusses how companies often struggle with effectively joining global and local objectives, but successful localisation can give them a competitive edge and foster trust and loyalty with consumers. 

Thought leadership is a powerful tool for building trust and credibility, attracting high-quality leads and employees, and strengthening relationships. It requires authentic and consistent communication from executives who are seen as industry experts. LinkedIn provides a framework for executives to identify their brand archetypes, such as visionary, evangelist, guide, or mentor, and align their content with their passion points. The three P's model (profile, publishing, participation) helps executives gradually build their thought leadership presence on LinkedIn. It is important to have an up-to-date profile, engage with the network, and publish content that resonates with the target audience.TakeawaysThought leadership builds trust, credibility and differentiation for a brandExecutives should identify their brand archetypes and align their content with their passion pointsThought leadership requires an investment of time and resources