Global marketing agency commissions research for B2B marketing leaders worldwide for the first time

Transmissionthe world’s largest independent B2B marketing agency, launched groundbreaking research to elicit key insights, opinions, challenges and, most importantly, priorities from B2B marketing leaders around the world.

Transmission surveyed 500 senior marketing executives from EMEA, US and APJ to understand:

  • How B2B Brands Are Currently Faring on Brand Health Metrics
  • The relationship between the brand and the meeting room
  • Top Challenges and Obstacles Marketers Face to Successfully Build a Brand
  • The Risk and Realities of Building a Purpose-Driven Brand
  • The role of employee knowledge in building the brand
  • Key brand development priorities for the coming year

Some highlights of the research:

B2B brands think ethically, but not always for ethical reasons: 76% of B2B marketers “feel a lot of pressure” and “some pressure” to take an active stance on societal issues with 66% championing societal causes for “both business and ethical reasons.” Only 9% create cause-based brands purely “for ethical reasons.”

A lack of creativity impacts brand differentiation: Brand personality, brand awareness and creativity are respondents’ worst performing brand platform components, with 42% saying improving creative differentiation and creative identity was second most important area of ​​focus for building the brand for the coming year.

Transmission officially launched the Cannes Lions-exclusive search, but held an invitation-only “Great B2B Brand Debate” event 12e June at the Transmission office in London. The team welcomed Flavilla Fongang, brand experience futurist and neuroscience expert and Etienne Cheliotis, Chairman, UK Superbrands Council as hosts, with Flaville Fongang opening the debate asking the audience and panelists, “What’s stopping companies from being creative in the B2B space?” The panelists, who were made up of:

Philippa Charlton Marketing Director at Lloyds Register, Daren Bolton Chief Creative Officer Korn Ferry, Hayley Brooksbank CH of Marketing Brand and Communications at Bird & Bird, Alysha Spencer-Pare Head of Marketing at Paycast, Lucy Steers Head of Brand at Hymans Robertson and Andrew O’Sullivan Creative Director at Transmission EMEAwere then presented with key brand research data and openly discussed their views on it.

And if the B2B branding debate wasn’t enough to get people in the industry talking about the “report on the state of building the B2B brand,” Transmission made its presence known at the Cannes Lions, co-hosting events with Google, LinkedIn, Bloomberg and The Drum, featuring views from top B2B marketers including Cisco, Fujitsu, EY, Red Hat and others, discussing and debating research data and sharing groundbreaking opinions regarding their experiences and expertise.

Chris Bagnall, CEO of Transmission, said, “The reason we want to talk about the state of B2B brand building and make it available to everyone is because we’ve recently seen a shift in conversations and a real movement around ‘what ‘ and the ‘why’ when it comes to prioritizing building a brand with our customers and the industry since Covid. We wanted to dig deeper into the details and the launch in Cannes, with their focus on B2B for the first time gave us an excellent platform for presentation and discussion.


The Google and transmission event in Cannes delved into the importance of content throughout the customer journey for all stakeholders within a decision-making unit, and the challenges of static content and its lack of research and optimization that it can lead to.

Ryan Almond, Global Director of Vertical Marketing and ABM, Henkel said: “It is important for customers to read content that is not just placed on a static PDF, this not only ensures that they get a more dynamic and immersive experience, but also so that we can see and understand the whole journey Customer’s website. It’s important to know how long customers have been on the site, what content they’re consuming the most, and give them the opportunity to give us real-time feedback. This is a positive feedback loop that then allows us to iterate to further improve the customer journey.

Transmission teams up with LinkedIn’s B2B Institute in a live studio in Cannes where vanessa chealBrand Services Manager at Transmission discussed the elements of the research launched and more precisely why Creativity is so central to standing out as a brand, especially in B2B. The conference also included speakers: Rebecca HirstUK CMO, EY & Jon Lombardohead of research at The B2B Institute. See the recording here:

The transmission and the drum

Transmission and the Hosted Drum a live event entitled “Brand Builders, It’s Your Time to Shine”. The panel was comprised of B2B brand leaders, discussing how brand building is now a strategic priority in the boardroom, as CEOs increasingly recognize its value to accelerate growth and advantage. competitive. The event also launched Transmission’s new “B2B Brand Development Status Report”, where the panel discussed the data in more detail. The event explored how B2B brands perform, brand value in the boardroom, and why a lack of creativity hurts B2B brand success. Speakers included: Andrew O’Sullivan, Creative Director Transmission EMEA, Vanessa Cheal, Head of Brand and Creative Planning, Transmission Europe, Dr Rebecca Swift, Global Head of Creative Insights, Getty Images and Suzanne Kounkel, Chief Marketing Officer, Deloitte.

Transmission’s presence in Cannes gave the agency an excellent platform to launch its global study on the state of the B2B brand, with the festival of creativity taking B2B marketing and advertising seriously for the first time. of the day.

This is a sponsored feature.

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