50 subscribers
Go offline with the Player FM app!
Procell's B2B reframe: from price to buy to cost to replace
Manage episode 464588916 series 2621017
Taking a premium-priced, low awareness brand into a low consideration category with a very particular B2B target (procurement), needed a reframe that would connect all the dots in its favor. We hear from Procell's Steve Pilcher and VML UK's Neil Godber. Thanks to LinkedIn Ads for sponsoring this B2B series. Get $100 off your next LinedIn Ads campaign at linkedIn.com/onstrategy.
252 episodes
Manage episode 464588916 series 2621017
Taking a premium-priced, low awareness brand into a low consideration category with a very particular B2B target (procurement), needed a reframe that would connect all the dots in its favor. We hear from Procell's Steve Pilcher and VML UK's Neil Godber. Thanks to LinkedIn Ads for sponsoring this B2B series. Get $100 off your next LinedIn Ads campaign at linkedIn.com/onstrategy.
252 episodes
All episodes
×
1 Canva's campaign is driving its expansion into B2B 31:08

1 Live from Auckland: Lessons in Punching Above Your Weight 1:03:46

1 Live from Sydney: Breaking the Laws of Average 1:07:45

1 On the Spot, May 2025 - Planners talk about brands they've never worked on 53:09

1 Coors Light. From state of beer to state of mind 32:47


1 Life after Agency Life Ep#3 (Tom Morton, Britton Taylor, Lisa Prince) 56:02

1 On the Spot April 2025 - where planners talk about brands they've never worked on 49:34

1 Debuting the U.S. version of The Long & the Short of it 33:42

1 The Entertainer's campaign focuses on our kids charming obsessions 41:50

1 Life After Agency Life Ep#2 (Marcus Collins, Suzanne Powers, Gareth Kay) 1:02:54

1 On the Spot Mar 2025 - where planners talk about brands they’ve never worked on 54:48


1 Live from Toronto: Rise of the Independents 1:06:40

1 This B2B campaign is a masterclass in proving the effectiveness of a message 38:19
Welcome to Player FM!
Player FM is scanning the web for high-quality podcasts for you to enjoy right now. It's the best podcast app and works on Android, iPhone, and the web. Signup to sync subscriptions across devices.