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  • Writer's pictureAlistair Ross

The Giants of B2B return, but made of different stuff.

Updated: Sep 18, 2023

There's something innately satisfying about a trilogy, so earlier this year we agreed to create the third and perhaps final instalment of our Giants of B2B campaign, advertising the 2022 B2B Marketing Awards. The creative challenge was, how to maintain the core Giants concept, but evolve the creative expression from 2021's "Big shoes to fill"? Experience tells us that the most authentic creative answers usually sit at the heart of the brand in question. B2B Marketing is an eclectic and diverse community of very different kinds of organisations and agencies. Viewed simply, it's made of different stuff.

This idea was then literally expressed through the existing Giants of B2B themes: Strategy, Creativity, Bravery, Data, Originality, Targeting, Insight, Performance & Technology. Nine new animated creations, each made of different, but relevant, stuff. Each with their own musical stings.

This creatively reinvents the concept while maintaining the core campaign DNA from the previous two years, which is textbook brand building while generating demand at the same time. Enjoy this year's creations! Moments of Bravery:

Canyons of Data:

Beacons of Insight:

Wings of Originality:

Jumps in Technology:

Bridges of Strategy:

Masterclasses in Targeting:

Pinnacles of Performance:

Leaps of Creativity:

So, which one was your favourite Giant of B2B? If you'd like this level of imagination injected into your technology marketing brand or campaigns, then please get in touch, either through the website, or email If you're interested in learning more about the LogicLogicMagic approach and how we can help your organisation establish stronger connections with your target audience, you can download our quick guide: "11 ways to making technology marketing memorable", or the more comprehensive: "Mogic's guide to making marketing more memorable"

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