A clear problem to solve
Work that is shortlisted and awarded are created in response to a specific business problem, or a societal one that the business could help solve. Or both.
Catching the Next Wave
Inspired B2B: What's behind the future of B2B creativity
A new generation of B2B marketers is breaking free of rational and uninspired approaches to connecting with customers. It’s not a case of borrowing from their B2C peers either. It’s about reaching for truly emotional and inspirational ideas that engage with them as people, not job titles.
The landscape for B2B brands is evolving. Game-changing creativity is now being celebrated and awarded on a global scale. These awards have a dual impact. One, they recognise remarkable achievements in often complex and highly regulated fields. Two. They showcase the immense potential for greatly enhanced marketing effectiveness thanks to breakthrough creative thinking.
Find inspiration in the future of B2B creativity
Bridging B2B and B2C through inspired connections
There is growing awareness of the simple truth that B2B customers and B2C customers are the same people, with the same motivations and emotional responses to marketing messages at work and at home. At VML, we believe in ‘Inspired B2B’. Through the power of emotion and genuine human connection, ambitious brands have the power to revolutionise the way they engage and inspire action that transcends mere job titles.
Join us as we continue this inspiring journey to celebrate ingenuity, redefine B2B marketing and forge unforgettable connections that drive extraordinary results, leaving a lasting impact on the world on business.
Six criteria to inspire your winning work
A tech 'first'
Using innovative technology can make your work shine better. The 2023 Grand Prix winner was a tech product that answered a specific business need.
Brilliantly crafted
The ideas that have care and attention lavished on them at every stage and in every respect win through! They don’t necessarily have the biggest budgets behind them, but it certainly helps…
Earth as a stakeholder
Corporate responsibility for the climate crisis (both causing and solving it) has put meaningful action at the top of the agenda for B2B brands and their customers
Climate optimism
Gen Z are turning their climate anxiety into climate optimism by taking meaningful action. B2B brands addressing the climate crisis should consider an uplifting and empowering tone.
Generation flex
As economies get tighter, progressive companies will listen to their workforce’s concerns, focusing on giving their employees the sense of control and flexibility they seek.
