top of page
  • Writer's pictureAlistair Ross

The Return of the Giants of B2B

Updated: Sep 18, 2023

Creating 'blockbuster franchises' is one of the core recommendations from Linkedin's B2B Institute. It underpins a strategic belief in long-term brand building to support short term sales activation. Having conceived and worked on multiple campaigns that ran for over a decade in the B2C world, it's always been at the top of my agenda to create ideas and fluent devices with the potential for huge longevity for B2B clients. They provide superior value for businesses and are the best way to create fame and build memory structures, ensuring your brand is always on the consideration list. When we conceived the Giants of B2B for the 2020 B2B Marketing Awards it was always with a view to establishing and maintaining the awards as the premium accolade in B2B Marketing. Equally to push the creative perception of B2B marketing out of the shadows of B2C. The response we had to the original Giants of B2B from the B2B community was fantastic. It was an idea that caught the imagination because it had a certain scale, breadth and swagger, missing from so much of marketing communications these days. Our original aim had been to hand the creative baton to another B2B agency to continue and evolve the campaign idea, putting their own spin on The Giants of B2B idea. But then the call came a few months backing, asking if we could step back in and create the sequel. 'Big shoes to fill!' we thought, and so the sequel was born. Again the campaign follows our LogicLogicMagic formula of Literal + Lateral = Memorable, with giant shoes representing the nine pillars of Creativity, Data, Insight, Measurement, Performance, Strategy, Targeting, Technology & Bravery. All set among giant landscapes. Again all the imagery was coloured to reflect B2B Marketing's brand palette. Proof that a strong creative idea can be consistently evolved in unexpected ways, while maintaining core brand consistency. Walking the walk.










The 'Big shoes to fill' theme will be carried through to the awards evening in November, so we look forward to seeing all your spectacular footwear on the night. If you'd like help injecting your B2B brand marketing with imagination and originality, we'd love to partner with you. Speak to 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"

67 views0 comments

Recent Posts

See All


    bottom of page