We’re delighted to disclose the shortlist for the B2B Advertising Awards 2025, the business’s main recognition of strategic excellence, artistic innovation and measurable affect.
This yr’s entries set a brand new commonplace. Ambition was excessive, execution was sharp and the outcomes show the energy of contemporary B2B advertising. With tons of of submissions from businesses, in-house groups and rising expertise, making the shortlist is an achievement in itself.
The judges famous a step-change in sophistication. The strongest campaigns paired daring artistic concepts with disciplined technique. Omnichannel programmes stood out after they delivered seamless buyer journeys, not only a guidelines of touchpoints. Disruptive considering, humour and empathy resonated, however all the time anchored in data-driven perception and clear ROI.
The suggestions additionally confirmed rising expectations. Robust artistic alone will not be sufficient. Entries missing clear aims, outlined audiences or strong ROI proof had been marked down. The message is evident: one of the best B2B work blends creativity with accountability, and storytelling with business affect.
Congratulations to all finalists! Your campaigns will not be solely competing for awards, they’re defining what world-class B2B advertising appears to be like like at this time.
What Occurs Subsequent
The winners can be revealed on the B2B Advertising Awards ceremony on 26 November 2025, going down at Outdated Billingsgate in London. Marking the twentieth anniversary of the Awards, the night can be a real celebration of B2B advertising excellence, that includes a three-course dinner, leisure, video games, dancing and extra.
Hosted by comic Simon Brodkin, the ceremony will see Gold, Silver and Bronze accolades awarded throughout each class, recognising the perfect work within the business. Full particulars in regards to the occasion could be discovered right here.
Scroll all the way down to see the complete shortlist.
Finest omnichannel programme
- What Iff? by bandstand for Biffa
- The DNA Drawback by Combat or Flight for DrDoctor
- Profitable clients with wit not pockets by FreeAgent
- The Worth of Energetic Minds by Gravity World for Jupiter Asset Administration
- That is Precision AI by Simply World for Palo Alto Networks
- No Fluff by Radish for KellyOCG
- Turning FS Giants into AI Trailblazers by Radish for Multiverse
- The Elephant within the Room by Staffbase
Finest use of media
- Profitable Clients with Wit not Pockets by FreeAgent
- That is Precision AI by Simply World for Palo Alto Networks
- Unlock Ambition for Hewlett Packard Enterprise by Realm B2B
Finest use of stay occasions (digital, bodily or hybrid)
- Encourage UK by 6sense
- Seeing the Unseen with Capgemini
- Talking Cat at London Vet Present by Cirkle for Felpreva®
- EZRAHosts: Simon Sinek – Dwell and Unscripted – EZRA
- La Rivière Alibaba Cloud by MOI World for Alibaba Cloud
- Bringing Extra to the Desk by Nyala Advertising for NTT DATA and AWS
- Reworking Occasion Advertising By means of Dwell AI Innovation by Sportradar
- A’Maison: The Home of Amazon by Salt Productions & Pinch Artistic for Amazon
- ServiceNow @ Cell World Congress 2025 by Alive Company
- PegaFest by Twogether Artistic for Pegasystems
Finest public relations marketing campaign
- AI you may belief by Brands2Life for Qlik
- Creating Conversations with Shoppers: Escalent’s Chinese language Automotive Model Affect Research by Eureka for Escalent Eureka Comms
- Good Collectively by Fox Company for Gamma
- The Connection Check by Golin for SquareTrade – Golin & Virgo Well being
- Future Menus by Omne for Unilever Meals Answer
Finest use of artistic
- Make it Memorable marketing campaign by Everywherebrand for Ericsson
- The Hello Vis Stress Vest by Combat or Flight for St John Ambulance
- See Threat: See Totally different by Gilroy for Thales Gilroy
- Bringing Extra to the Desk by Nyala Advertising for NTT DATA and AWS
- No Fluff by Radish for KellyOCG
- It’s Not Magic. It’s Evo by Rooster Punk for The Entry Group
- Higher With Omotenashi by Transmission for JCB
- Energy To Transfer Your Enterprise by Transmission for Qualcomm
- Reimagine the Doable by True for Exel Composites
- No Bullsh*t CRM by Workbooks
Finest digital expertise initiative
- It’s Time for AI-X by KPMG
- Past Pensions: LCP’s Digital transformation by LCP – Lane Clark & Peacock
- Flight nBS2025: An immersive model journey by nBS and The Advertising Pod
- The Magic of a Information Pushed Christmas by MOI World for Stibo Programs
- Palo Alto Networks Innovation Shuttle
Finest use of social media or influencer advertising
- A World With out Accountants by ACCA with Blackbridge Communications & Ptarmigan Media
- Proactive Safety for UK companies from Vodafone Enterprise – Differentiated
- Educational Fame Marketing campaign by Eulogy for Queen Mary College of London
- Good Issues UGC by Lloyds Financial institution
- The WorkLife Coach by Stein for Fellowes – Stein IAS Holdings Restricted
- Made for the Commerce: Wavin Hep2O Keyless Launch by Wavin and Tangerine Communications
Finest use of content material
- Cloud Realities, Actual Relationships with Capgemini Capgemini
- Bringing Stability by Delphi for Netskope
- The Worth of Energetic Minds by Gravity World for Jupiter Asset Administration
- One In Fifty, Indigo Slate for London Inventory Change Group
- The Energy of Socialisation by Omne for Compass Group
- Subsequent Made Actual by PA Consulting
- The WorkLife Coach by Stein for Fellowes – Stein IAS Holdings Restricted
- Subsequent Gen Small Enterprise Homeowners by Visa Business Options
Finest use of buyer perception
- Making Processes Work by Beneath for Celonis
- GenVoices by bbp company for Simply Group PLC
- Empowering SMEs: The New Lease of Life Marketing campaign by Grenke – Grenke Leasing Ltd
- Imagining the Future Chief by Korn Ferry
- Unwrap the Alternative – Omne
Finest use of AI
- From Chaos to £1.25m Income Restoration by IMG: Intermedia World for Certainly
- It’s Time for AI-X by KPMG & We Are Tilt
- Bringing Extra to the Desk by Nyala Advertising for NTT DATA and AWS
- Speed up Affect by Revere for Westcoast
Finest thought management programme
- SAP Concur CFO Insights by alan. for Sap Concur
- AI you may belief by Brands2Life for Qlik
- Do the Finest Work of your Life by The Entry Group
- GenVoices by bbp company for Simply Group PLC
- The Marketing campaign to Finish Single Use Information by Combat or Flight for Netapp
- Gasoline for Thought by Revere and Lloyd’s Register for Lloyd’s Register
- Market Makers by 6sense & TechPros.io
- Subsequent Gen Small Enterprise Homeowners by Visa Business Options
- Future Menus by Omne for Unilever Meals Options
- Extending Model-to-Demand Management in B2B by Stein – Stein IAS Holdings Restricted
Finest purpose-led initiative
- Gasoline for Thought by Revere and Lloyd’s Register for Lloyd’s Register
- The Hello Vis Stress Vest by Combat or Flight for St John Ambulance
- The Marketing campaign to Finish Single Use Information by Combat or Flight for NetApp
- EY Generations Marketing campaign by EY – EYGS LLP
- Let’s Share the Solar: Powering Vitality Fairness Collectively by Wooden Mackenzie
- We’ve By no means Had Something Handed to Us on a Plate by Ogilvy for EY Basis – Ogilvy UK
- One in Fifty by Indigo Slate for London Inventory Change Group
Finest model initiative (finances below £100,000)
- The Clever OS for Shopping for and Promoting Media by Beneath for Placements.io
- PegaFest by Twogether Artistic for Pega
- Look once more by Velo for Electro Lease – Velo B2B
- Driving Risk, Collectively within the UK&I by Velo for ABM – Velo B2B
- No Bullsh*t CRM by Workbooks
Finest model initiative (finances £100,000 and above)
- Whats up Higher! by Bray Leino for mfldirect
- Let’s Get Rising by Bupa – Bupa UK
- Seeing the Unseen with Capgemini
- Liberate Finance. Accomplish Extra by LogicLogicMagic® for Soldo
- Be Extra You by mark-making* for Pepper Cash UK
- Higher With Omotenashi by Transmission for JCB
- Making House for Unbelievable by Transmission for AutoStore
- Reimagine the Doable by True for Exel Composites
Finest buyer development or retention initiative
- Cloud Realities, Actual Relationships with Capgemini
- Lenovo 360 Skilled Achievers Program (LEAP) & Motivforce
- The SuperProp Accelerator by Revere and Giacom for Giacom
Finest lead era or demand era marketing campaign
- The LDC Prime 50 Most Bold Enterprise Leaders 2024 by Citypress, Noble and OWB for LDC
- #SAPnav by Expleo
- No Room for Error by Fifth Ring for MRS Coaching & Rescue
- Package Conversion by LAW Artistic for Gates Company
- Liberate Finance. Accomplish extra by LogicLogicMagic for Soldo
- Go Past by Quantum Advertising for Eviden
- VAR Imaginative and prescient by Revere for Revere
- Redefining The best way to Attain Enterprise Retailers by Any person Digital For Appriss Retail
Finest account-based advertising marketing campaign
- 6sense Euros Marketing campaign: The B2Beautiful Recreation by 6sense
- From Noise to Narrative by Capgemini
- Delivering 1:1 ABM for Volvo Vehicles by HUT 3 for Immuta
- Discover Your Lacking Piece by Ice Blue Sky for Dun and Bradstreet
- Strategic ABM and DBM programme by JPC for BT
- 1:1 Strategic ABM Marketing campaign by Quantexa
- Turning FS Giants into AI Trailblazers by Radish for Multiverse
- From IT Room to Nook Workplace: Main Strategic Revolution by ServiceNow
Finest channel initiative
- HP Components Win by CI Group for HP
- AVEVA Associate Video games by Ice Blue Sky for AVEVA
- Going for Gold for Westcoast by Revere
- The SuperProp Accelerator by Revere & Giacom for Giacom
- ThinkSystem, Suppose Progress by Revere for Lenovo
- Powers of Me by Transmission for Microsoft
- ServiceNow Demand Middle by Twogether for ServiceNow – Twogether Artistic Ltd
Finest gross sales enablement initiative
- Lenovo 360 Skilled Achievers Program (LEAP) & Motivforce
- The SuperProp Accelerator by Revere and Giacom for Giacom
- From Tariff Chaos to Management: Supporting Shippers’ Success in Turbulent Instances by Xeneta
Most commercially profitable marketing campaign
- Turning Perception into Demand: An ABM Method to Annual Report Advertising by HUT 3 for OneAdvanced
- Lenovo 360 Skilled Achievers Program (LEAP) & Motivforce
- Gasoline for Thought by Revere and Lloyd’s Register for Lloyd’s Register
- VAR Imaginative and prescient for Revere by Revere
- The NOW Strategy to Community by Stein and TBWA/CHIAT/DAY for Juniper Networks – Stein IAS Holdings Restricted
- Reimagine the Doable by True for Exel Composites
Finest limited-budget marketing campaign
- Within the thick of IT, by Ice Blue Sky for ITGL
- Get Zero by Choose Everard
- World Adversary Menace Report by Purechannels for CrowdStrike
- VAR Imaginative and prescient by Revere for Revere
- Prepared. Set. Associate. by ServiceNow
- Bioprocessing Downstream Calculator by Thermo Fisher Scientific
Finest enterprise focused advertising marketing campaign
- AWS ExecLeaders by AWS
- Reimagining the Telecom Business with Capgemini
- Make it Memorable by Everywherebrand for Ericsson
- Turning FS Giants into AI Trailblazers by Radish for Multiverse
- Into the sunshine by Twogether Artistic for State Road
Finest employee-engagement marketing campaign
- Flight nBS2025: An immersive model journey by nBS and The Advertising Pod
- No Fluff by Radish for KellyOCG
- Expleo AI Superstars by Spaag
Finest worldwide marketing campaign
- AWS ExecLeaders by AWS
- Bringing Stability by Delphi for Netskope
- Works Like a Cleansing Workforce in a Pill by Gravity World for Ecolab
- Play Good Marketing campaign by Ivanti Ivanti
- Challenger considering. Big strikes. by Radish for Console Join
- Don’t Ask Why. Ask WEX by ROAST & WEX
- Driving World Identification Income by Any person Digital for Okta
- Acron Aviation Launch by The Suppose Tank
Finest services or products launch
- Optima®7 Launch by ArmstrongB2B® for Evac
- Supporting Younger Folks’s Psychological Well being collectively by Bupa – Bupa UK
- Doritos Dinamita Firing Up Comfort by Cirkle for PepsiCo
- Kerrymaid Cheddalicious by Clarion Communications for Kerry Group
- MecFlow product launch by Lesniak Swann for Polypipe Constructing Companies
- Makes you Surprise by Ogilvy UK for Samsung
- It’s not magic. It’s Evo by Rooster Punk for The Entry Group
- Made for the commerce: Wavin Hep2O Keyless Launch by Wavin and Tangerine Communications
B2B advertising crew of the yr
- 6sense EMEA Advertising Workforce, 6sense
- Bridewell Advertising Workforce, Bridewell
- Vodafone Enterprise Enterprise Advertising Workforce, Differentiated
- Enfuce Advertising Workforce, Enfuce
- The EY World Model and Expertise Workforce, EYGS LLP
- THE EZRA EMEA Advertising Workforce, EZRA
- Pathlabs Advertising Workforce, Pathlabs
B2B marketer of the yr
- Stef Iacono, EMEA Advertising Director, 6sense
- Sarah Roberts, World CMO, Boldyn Networks
- Katie Begg, CMO, D2Zero
- Vanessa Schotes, CMO, Enfuce
- John Rudaizky, World Model and Advertising Officer EY
B2B advertising company of the yr (UK)
- Aspectus Group
- CI Group
- Differentiated
- Omne
- Publicis Professional
- ROAST
- Tangerine Communications
- Vested
World B2B advertising company of the yr
- Coterie
- Dentsu
- Fifth Ring
- Gravity World
- pharosIQ
- Stein IAS Holdings Restricted
- Transmission
