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news / Introducing the new Creative B2B Eurobest Award

The best of B2B.

Introducing the Creative B2B Eurobest Award – brand new for 2024.

The Creative B2B Award celebrates game-changing creativity and effectiveness in work for businesses that sell to businesses.

Whether that’s products and services bought by professionals to help them do their job, or solutions and experiences paid for by decision-makers at the highest levels of a company.

If your work connects companies with other companies, improves brand health, and drives business growth – it could win in Creative B2B at Eurobest. But don’t take it from us. See what the Award’s first Jury President Sarah Higgins has to say, and discover what great looks like in the B2B category, below.

“It's an apt moment for B2B to have its own spotlight on the European creative stage. It'll be crucial for the Jury to identify the value of the ideas in the 2024 submissions and to assess whether each body of work helps to move the B2B Category forward.”

Sarah Higgins

Managing Director PR and EMEA & APAC Marketing, State Street Global Advisors
Creative B2B jury president

What does success look like in Creative B2B?

At Cannes Lions 2024, Europe emerged as a leader in B2B advertising – taking home the Grand Prix as well as a Gold, two Silver and two Bronze Lions. This potential has been bubbling up in Eurobest winners in recent years:

‘Van Gogh «Self-portrait with bandaged ear»’ by Ruf Lanz, Zurich for Welti-Furrer Fine Art Transport was shortlisted in Outdoor, 2023.

Welti-Furrer is a leading company for fine art transportation. Since 1838, its specialists have been transporting numerous masterpieces with utmost care. This brand awareness campaign targeted museums, galleries, curators, art collectors and artists at Art Basel, the world’s largest art fair, with some even ordering the motifs for their own collection.

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‘Human Touch’ by Auge Communication, Milan for Translated took home a Bronze Eurobest Award in Film, 2023.

Since 1999 Translated has been developing AI to support professional translators, with the goal of bringing together human creativity and artificial intelligence. With this film the company boosted brand awareness and deepened customer engagement.

‘Mentimeter’ by Bold, Stockholm for Mentimeter was awarded a Bronze Award in Design, 2020.

Mentimeter was founded with a clear mission: to transform meetings from one-dimensional and boring to more inclusive and fun. As a fast-growing startup, they created a distinct brand identity that increased signups by 200% and helped distinguish them from the competition.

Advice for entrants

The Creative B2B Eurobest Award celebrates a business product, proposition, service, solution or experience whose primary buyer is a business decision-maker or group of decision-makers who make purchases and transactions on behalf of other businesses.

The work will need to demonstrate a blend of short-term tactics and long-term brand-building strategies that connect with customers, improve brand health and ultimately drive growth.

Demonstrating this impact is crucial. According to 2024’s Cannes Lions Creative B2B Jury President, a piece of work could have all the makings of a Grand Prix but if it's missing relevant results, it won’t reach its full potential.

“Don’t tell us, show us.”

Words direct from the industry on what makes a successful Creative B2B submission.

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Andisa Ntsubane

Managing Executive: Brand, Marketing and Communications: Africa, Vodacom Group

Creative B2B Jury President | Cannes Lions 2024