As B2B marketing ‘steps up’ creativity, what are ad execs favorite ads in the space?

• The 5 most creative B2B campaigns, according to Kantar

So: can we finally put it to bed, with a list of undeniably brilliant campaigns from B2B marketers? We asked execs for their favorite examples of work that prove B2B has nothing to prove.

Workday’s Rockstars

Andrew Kyrejko, vice president, director of strategy, North America, Momentum Worldwide: “Workday, a brand that’s all about empowering professionals and HR processes, found an electrifying way to speak to this broad group: appealing to their inner rockstar. The campaign laid out a playful tug-of-war between team members, making their organizations better with Workday-powered solutions, and some of the world’s most iconic rock n’ roll artists. ‘Hi, I’m Ozwald,’ said Ozzy as he settled into his cubicle. The blurred lines between what defines a rockstar brought much-needed empathy and recognition to overlooked yet essential teams that help organizations thrive. The work also echoed the blur between B2B and B2C, a distinction that is far less useful in marketing today. One big question is how this kind of excitement and eccentricity makes it into events like Workday Rising and other touchpoints where audiences can feel a brand beyond its campaign.”

Marissa Canning, senior strategist, Jack Morton: “Workday’s ‘Rockstars’ won a Cannes Golden Lion in 2023. The work blends common corporate culture with a real-life cultural moment, effectively bridging these worlds to reach a broader audience.

Mailchimp

Anca Rhone, group strategy director, The MX Group: “Mailchimp’s recent campaign, ‘Mailchimp Your Marketing’, brilliantly continues the brand’s distinctive absurdist tone, a classic move by a challenger brand that knows it needs to be different to be remembered. It has doubled down on that, not just through visual oddity (like people breaking through ceilings and CFOs crying water fountain tears), but by also turning ‘Mailchimp’ into a verb. It’s the kind of bold move that could have fallen flat, but its quirky, distinct brand voice makes this work seamlessly. The campaign is filled with playful ‘Mailchimpisms’ like ‘No Mailchimping way!’ and ‘That’s Mailchimp-nificent!’: clever linguistic stunts that push the boundaries of traditional B2B work and create brand memory structures. It’s a masterclass in brand distinctiveness, cutting through corporate clutter with a fresh, self-aware approach. Well done, Mailchimp. You’ve Mailchimped your way to the top of my mind once again!”

1Password

Sean Clayton, head of design at TMW Business: “B2B marketing often targets professionals overwhelmed by information, making it essential for creative work to be bold and daring to stand out. Bold creativity captures attention and cuts through industry jargon, while brave approaches challenge norms and leave a lasting impression. 1Password exemplifies this with its campaign featuring Ryan Reynolds as the owner of Wrexham FC. This isn’t just because Ryan Reynolds is awesome (it helps) but because, instead of delivering a typical pep talk about football tactics, Reynolds cleverly shifts the focus to cybersecurity, transforming a usually dry topic into something engaging. His witty lines showcase how bold, unexpected humor can make cybersecurity memorable and enjoyable. This innovative blend of sports and tech resonated widely, garnering over a million views on YouTube and demonstrating that courageous creativity is crucial for building trust and long-term relationships in the competitive B2B landscape. Leveraging influencers and humor across their campaigns, 1Password sets a benchmark that other B2B organizations should aspire to follow.”

Palo Alto Networks

Ben Fox, chief executive officer, Fox Agency: “We’re already seeing examples of bigger ideas, bigger productions, and bigger budgets in B2B. Palo Alto Networks’ ‘This Is Precision AI’ features Matrix-era Keanu Reeves (and is directed by The Fall Guy director David Leitch and soundtracked by Oscar-nominated composer Daniel Pemberton). There were clearly no limitations imposed by the brand being B2B: this is big-budget Hollywood with a media-buy to match, airing in cinemas and on prime-time TV. Increasingly, B2B brands are seeking ‘creativity’ to stand out in saturated and undifferentiated markets – what an opportunity for B2B agencies.”

Enhancv

Will Waldron, UK public relations manager, Connective3: “Enhancv’s ‘Employee Political Beliefs’ campaign is a fantastic example of how to incorporate creative elements into B2B campaigns. In 2024, politics has been at the epicenter of media coverage, making it a significant talking point, which ticks a big box when it comes to PR ideation. Linking that to employee and business discussions adds hyper-relevancy to the brand; the social perspective of the statistics will have helped elevate factual journalistic reporting on the election. The brand created multiple angles, giving a range of approaches for outreach, from newsjacking, to in-depth reporting that appeals to lifestyle, HR and business publications. The narrative includes bespoke data, expert insights, and regional splits, while having a B2B demographic through the eyes of an employee, the perfect balance of creative and trade.”

London & Partners (L&P)

Cheryl Crilley, business director, out-of-home (OOH), GroupM OOH: “‘Growth agency for London’ London & Partners’ recent work to provide SMEs (who are integral to the growth of the economy) with the right support for their business leaned on OOH for efficient targeting. Hyperlocalized placements targeted where these businesses over-indexed and supported exciting Tik Tok content.”

Read more smart thinking on B2B over at our focus week hub.