What Cannes Lions’ New Artistic B2B Award Classes Imply For Entrepreneurs

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B2B marketer holding cellphone in front of large stone lion sculpture image.

The venerable Cannes Lions Worldwide Pageant of Creativity has been round in a single kind or one other because the Nineteen Fifties, providing manufacturers worldwide the chance to showcase their prime advertising work and promoting expertise.

They haven’t had particular B2B advertising awards, nevertheless. Till now.

What do B2B entrepreneurs have to know in regards to the new Artistic B2B Lions, which is able to launch throughout Cannes Lions 2022 this summer time?

Let’s discover what’s on faucet with the launch, and what B2B entrepreneurs and different inventive professionals can stay up for studying from the brand new B2B awards portion of this preeminent occasion.

Welcoming The Artistic B2B Lions

Colorful diverse finger prints image.

The brand new Artistic B2B Lions occasion and awards have been established along side the B2B neighborhood, most notably The B2B Institute, the business suppose tank funded by LinkedIn* that researches the way forward for B2B advertising and choice making.

The director of market engagement at The B2B Institute is Ty Heath, who we not too long ago featured on our annual checklist of the highest ladies in B2B advertising, in “25 Girls of Colour Who Rocked B2B Advertising and marketing in 2021,” alongside a strong array of different game-changing advertising leaders.

Final month The B2B Institute heralded the arrival of the brand new Artistic B2B Lions, noting in a LinkedIn submit that, “We’re excited to announce The Cannes Lions Worldwide Pageant of Creativity is launching a brand new Artistic B2B Lions Award to acknowledge inventive effectiveness and brand-building in B2B promoting. The inception of this extremely prestigious award marks a brand new LinkedIn partnership with Cannes Lions, with LinkedIn’s B2B Institute supporting the award because the strategic thought companion.”

What sort of name efforts will likely be amongst this yr’s inaugural entrants, and what is going to drive the campaigns of the eventual winners? Whereas we received’t know till the winners are unveiled, let’s check out a number of the components the Artistic B2B Lions will showcase.

“We’re past excited to rejoice and honor game-changing B2B advertising creativity! This dialog and the funding of vitality is in regards to the effectiveness, the long-term potential and welfare of B2B advertising total.” — @tyrona Click on To Tweet

Showcasing International B2B Benchmarks in Artistic Excellence

A few of the components the brand new Artistic B2B Lions seeks to showcase embrace the next, damaged down into 11 service-focused classes and 11 classes constructed round B2B merchandise::

  • Artistic and game-changing brand-building work within the B2B business
  • Have a good time creativity and effectiveness in work for B2B services and products
  • A mixture of short-term techniques and long-term brand-building methods that join with prospects, enhance model well being and in the end drive progress

When the winners of the brand new B2B awards and the opposite conventional classes are introduced throughout the occasion, which takes place in hybrid format each in Cannes, France on on-line from June 20 by way of 24, will probably be the results of the judging of greater than 400 world advertising specialists who’re slated to tabulate and rank all entries.

Key New B2B Classes For Award Entrants

The brand new Artistic B2B Lions awards provide a big selection of providers and merchandise classes, every consisting of the next 11 areas:

  • Cross-channel Storytelling
  • Model Expertise
  • Progressive use of Broadcast & Content material
  • Concentrating on & Engagement
  • Effectiveness & Measurement
  • Lengthy-Time period Model Constructing
  • Breakthrough on a Finances
  • Challenger Model
  • Company Goal & Social Duty
  • Market Disruption
  • Craft in B2B

With a well-rounded slate of classes, B2B manufacturers getting into the brand new Artistic B2B Lions this yr should not have any issue discovering the suitable one for submitting their greatest work having run throughout the interval between March, 2021 and the top of April, 2022 with a purpose to be eligible.

The Artistic B2B Lions current B2B entrepreneurs the distinctive alternative to be part of the first-ever Cannes Lions celebration of B2B-specific work, with entries opening up on January 20, 2022.

Philip Thomas, chairman at LIONS, has famous the forthcoming inaugural Artistic B2B Lions have been beneath improvement for a number of years, having noticed a rise within the variety of B2B promoting efforts producing successful entries over latest years.

“We first began discussing a Lion that acknowledges B2B work means again in 2013, however we all the time attempt to get the timing proper, in order that our Awards are reflective of the business and in step with its wants,” Thomas shared in asserting the up to date 2022 awards.

“Having seen an increase in B2B work successful throughout the Lions, and with many within the business believing {that a} specialist Lion on this space will elevate the inventive bar and elevate the self-discipline, we predict that now could be B2B’s second to have its personal highlight on the worldwide inventive stage,” Thomas added.

Award-Profitable B2B Advertising and marketing Alternatives Abound

Whereas the addition of B2B-specific awards on the Cannes Lions Worldwide Pageant of Creativity is definite to be a spotlight for a lot of B2B entrepreneurs and types the world over this yr, there are fortunately many different esteemed occasions that additionally current awards to prime advertising efforts.

We’ve explored what award-winning B2B advertising efforts appear to be, and offered authoritative lists of worldwide B2B advertising occasions, together with the next useful articles to be taught extra:

Regardless of how properly you’re in a position to implement digital content material small and huge, crafting award-winning B2B advertising takes appreciable effort and time, which is why an rising variety of corporations are selecting to work with a prime digital advertising company comparable to TopRank Advertising and marketing. Attain out to us immediately to find out how we can assist, as we’ve finished for over 20 years for companies starting from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.

* LinkedIn is a TopRank Advertising and marketing consumer.