Global relaunch of The Drum’s B2B offer
Process
Campaign strategy
Creative concept
Asset design
Content production
Animation and video production
The challenge
The Drum occupies something of a legendary position in the marketing world. Not only is it an authoritative source of information in a notoriously noisy sector, it has also retained its offbeat edge – something that plenty of trade media titles lose, or never had in the first place.
But The Drum recognised that in B2B, this enviable reputation was being underplayed. Despite running landmark events like B2B WorldFest, well established awards shows and a range of media content, it saw that more could be done to engage specialist senior marketers across the UK and North America.
So an expanded range of B2B focused activities including editorial, events and awards was planned, with a creative idea needed to launch them successfully. This was the marketing world after all, we couldn’t do it without a bang could we?
The response
In targeting senior B2B professionals, we recognised that we were dealing with an audience who are subject to vast amounts of marketing content, social media opinions and general shouting about the latest and greatest trends. All at a time when from a media point of view there are few, if any, accepted global authorities in B2B.
The Drum’s position and heritage as a reference point for marketers could be critical here – acting as a beacon whenever professionals needed to sense-check thinking or get an impartial view on industry developments.
Communicating this required an EPIC idea – a creative concept that hit the mark in its messaging and that could be used across numerous channels over multiple campaign iterations. So our campaign “The Beating Heart of B2B” turned up the volume, taking The Drum’s musical name as inspiration to demonstrate how it is on the pulse of B2B marketing worldwide – driving momentum, shaping culture and acting as a reference point to senior marketers in a sea of opinion.
