By Lane Ellis

The venerable Cannes Lions International Festival of Creativity has been around in one form or another since the 1950s, offering brands worldwide the opportunity to showcase their top marketing work and advertising talent.

They haven’t had specific B2B marketing awards, however. Until now.

What do B2B marketers need to know about the new Creative B2B Lions, which will launch during Cannes Lions 2022 this summer?

Let’s explore what’s on tap with the launch, and what B2B marketers and other creative professionals can look forward to learning from the new B2B awards portion of this preeminent event.

Welcoming The Creative B2B Lions

The new Creative B2B Lions event and awards have been established in conjunction with the B2B community, most notably The B2B Institute, the industry think tank funded by LinkedIn* that researches the future of B2B marketing and decision making.

The director of market engagement at The B2B Institute is Ty Heath, who we recently featured on our annual list of the top women in B2B marketing, in “25 Women of Color Who Rocked B2B Marketing in 2021,” alongside a powerful array of other game-changing marketing leaders.

Last month The B2B Institute heralded the arrival of the new Creative B2B Lions, noting in a LinkedIn post that, “We are excited to announce The Cannes Lions International Festival of Creativity is launching a new Creative B2B Lions Award to recognize creative effectiveness and brand-building in B2B advertising. The inception of this highly prestigious award marks a new LinkedIn partnership with Cannes Lions, with LinkedIn’s B2B Institute supporting the award as the strategic thought partner.”

What type of brand efforts will be among this year’s inaugural entrants, and what will drive the campaigns of the eventual winners? While we won’t know until the winners are unveiled, let’s take a look at some of the elements the Creative B2B Lions will showcase.

[bctt tweet=”“We are beyond excited to celebrate and honor game-changing B2B marketing creativity! This conversation and the investment of energy is about the effectiveness, the long-term potential and welfare of B2B marketing overall.” — @tyrona” username=”toprank”]

Showcasing Global B2B Benchmarks in Creative Excellence

Some of the elements the new Creative B2B Lions seeks to showcase include the following, broken down into 11 service-focused categories and 11 categories built around B2B products::

• Creative and game-changing brand-building work in the B2B industry
• Celebrate creativity and effectiveness in work for B2B products and services
• A mix of short-term tactics and long-term brand-building strategies that connect with customers, improve brand health and ultimately drive growth

When the winners of the new B2B awards and the other traditional categories are announced during the event, which takes place in hybrid format both in Cannes, France on online from June 20 through 24, it will be the result of the judging of more than 400 global marketing experts who are …read more

Source:: Top Rank Blog

Author: Aaron