Case Excellence: Brand building winners

EffWorks Global 2022

How leading B2B brands have built strong business cases for growth and redefined the “value” of marketing. The B2B economy is worth £352bn. Is B2B the biggest growth opportunity in marketing? Does B2B need a different playbook to B2C? Which principles overlap and which are different? What can we see from the winning cases?


  • Jenny Shaw-Sweet, EMEA Lead B2B Institute @ LinkedIn
  • Raj Kumar, Former Global Brand Director, Aviva plc
  • Ignacio Caballero, Marketing Director, ASOEX
  • Cos Mingides, Founding Partner, True
  • Zoe Truchy, Brand and Product Manager, Mondi
Last updated 01 May 2024