The way brands communicate with consumers has changed dramatically in recent years, with the use of new technologies and channels enabling greater levels of customisation and engagement. As these trends filter into the world of B2B, businesses are looking for the best ways to apply them.
Kantar Millward Brown’s Corporate Practice is a B2B specialist research-based consultancy which helps companies manage their brands, advising them on how to optimise their investment in media and communications. We were tasked by the corporate team to help them showcase their expertise in applying technological innovations by hosting an event on the opportunities created through digital disruption.
We recommended an ‘Any Questions’-style discussion bringing in Channel 4 technology correspondent, Geoff White, to act as chair and working with four CEOs of digital companies to make up the rest of the panel to ensure an informed and lively debate. Having shaped the format of the event we then directed its content, briefing the panel to ensure that the topics covered were suitable for the wide-ranging audience which included representatives from Barclaycard, BP, Easyjet, National Grid, Royal Mail, Vodafone and Google.
With over fifty guests in attendance the event was a huge success – demonstrating the wide range of options available to more effectively engage with clients, creating a pipeline of opportunities for Kantar Millward Brown to pursue.