Ledger Bennett boss on how Havas deal will take her B2B agency to next level

For Ledger Bennett, a recognized leader in global B2B marketing, this realization drove a pivotal decision earlier in 2024, which saw the agency join forces with Havas. This move has reshaped the agency’s future and redefined its mission.

Guiding Ledger Bennett through this transformation is CEO Andrea Glenn, whose rise through the business from client services to executive leadership embodies the agency’s ethos around evolution. For Glenn, the Havas deal wasn’t simply a merger but an opportunity to bring fresh perspectives to what is a fragmented sector. She says: “Joining Havas allowed us to access skill sets and capabilities that simply weren’t feasible as an independent agency. It’s not about bulking up for scale, but about bringing something truly differentiated to the B2B market.”

B2B agencies often operate within a patchwork market dominated by independents and private equity-backed groups. Glenn notes the growing trend of agencies acquiring similar capabilities simply to scale operations quickly but questions its strategic efficacy. “There’s a lot of private equity interest in B2B, but most acquisitions seem to focus on adding more of the same. It remains to be seen how they’ll turn that scale into really meaningful differentiation.”

In contrast, Ledger Bennett’s strategic decision to align with Havas aimed to achieve more than just scale. Glenn emphasizes the opportunity to draw on the broader expertise within Havas, particularly in areas such as e-commerce, advocacy and customer experience – traditionally strongholds of B2C marketing. Thinking of the agency’s clients, which include brands such as Canon, LinkedIn, Sage, Centrica, Vodafone, GE Digital and Indeed, Glenn says: “Our B2B clients don’t need more of the same. They need us to challenge the status quo, to think beyond traditional brand-to-demand strategies and embrace the entire customer lifecycle.”

A career forged in evolution

Glenn’s journey at Ledger Bennett began over a decade ago when she joined the agency to help scale its business. With a background in client services, she was drawn to Ledger Bennett’s progressive approach to technology, media and data integration – all elements that were groundbreaking in the B2B space at the time.

Her ascension from managing director to CEO in 2020 was as much about the agency’s growth as her leadership. During her tenure, Ledger Bennett expanded from a single UK office to a global entity with a significant US presence, thanks in part to Glenn’s leadership in client relationships and market strategy.

Reflecting on her transition from MD to CEO, Glenn underscores the shift in focus from operations to strategy. “As MD, it was about getting our teams aligned and operationally effective. As CEO, my role became more about charting a global strategic direction. The leadership team we’ve built now allows me to focus on the broader picture.”

New Havas horizons

The integration with Havas marks a significant new chapter for Ledger Bennett, bringing transformative potential to its business model. The partnership offers more than just expanded resources; it provides a critical link to diverse skill sets and specialized knowledge areas that can sometimes be missing in traditional B2B agencies.

“B2B clients increasingly demand solutions that are not only creative but also deeply integrated with technology and insights. At Havas, we can tap into expertise across the group to deliver on this need in a way that few agencies can match.”

Early results suggest the integration is already bearing fruit. Joint initiatives between Ledger Bennett and other Havas agencies have enabled the delivery of innovative, multi-channel campaigns that blend B2C level creativity with B2B precision, says Glenn.

Glenn attributes much of the agency’s successful integration to its leadership structure, which prioritizes specialization and collaboration. With a streamlined team comprising a chief client officer, a chief strategy officer and experts in HR and finance, Glenn ensures that each function contributes to the agency’s overall vision and success. “Strategic HR and finance are as critical in this business as creative and client services in a people-driven business like ours,” she says – something this writer has never heard an agency CEO say before!

The ability to pivot between operational and strategic priorities has also been a hallmark of Glenn’s leadership. “The last year has been a test of balancing immediate client needs with long-term strategy, but that’s the challenge I thrive on.”

AI meets B2B

Artificial intelligence is a buzzword invading every nook and cranny of our industry, but Glenn is clear about the limitations of AI as it stands today. “AI is not as sophisticated as many would like to believe, especially in B2B. But its potential to accelerate insights and inform creativity is undeniable.”

For Ledger Bennett, the most exciting applications for AI lie in how it can help uncover insights from the often complex buyer journeys that are the blight of many products and services looking to make B2B sales. B2B transactions often involve lengthy sales cycles and multiple stakeholders, making personalized and timely engagement crucial but always challenging. “The key is using AI to find the golden nugget of insight faster than your competitors and leveraging it for creative and strategic advantage.”

She stresses, however, the importance of iterative learning. “AI is an evolving tool. We need to experiment today to unlock its full potential tomorrow.”

Despite the opportunities presented by AI and new partnerships, Glenn acknowledges ongoing challenges in B2B marketing. The sector suffers from a lack of robust insights into buyer behaviors, a gap that hinders both strategy and execution. “B2B research often focuses too much on what marketers want rather than delving into the buyer’s perspective.”

LinkedIn has made strides in this area, recently releasing research on buying groups, but Glenn believes more industry-wide collaboration is needed. “We need better frameworks and resources to navigate the complexity of B2B buying cycles. Agencies, media partners, and industry bodies must come together to address this.”

Differentiation through integration

Looking to the future, Glenn is optimistic about Ledger Bennett’s role in shaping the next era of B2B marketing. The agency’s successful integration into Havas has now positioned it uniquely to challenge industry norms and deliver innovative solutions to its clients. “Our goal is not just to grow but to redefine what’s possible in B2B.”

For Glenn, this mission is deeply personal. “B2B brands are the unseen engines of the global economy. Helping them differentiate and thrive in a competitive, fragmented market is what drives me personally and as a leader.”

It’s still relatively early days in the Havas/Ledger Bennett love affair, but it seems the honeymoon period has gone smoothly and the future looks bright for both Ledger Bennett and Havas.