Mantra of New Age B2B Marketing: Engage Audience in Meaningful Ways

B2B_2015Leaders from Omnicom agencies urged companies to adopt innovative thinking and engage audiences in meaningful ways across multiple communication platforms. This was the strong message delivered at the B2B Leadership Symposium held at the China Europe International Business School in Shanghai.

Agency leaders shared insights and best practices, and discussed the challenges companies are facing in China in light of the ever-advancing digital and social media space against the increasingly complex policy and regulatory environment.

Organized by Doremus, in collaboration with other DAS agencies, with the theme of The New Era of Modern B2B Marketing,the Symposium was attended by 100 communications professionals from across Greater China and internationally.

Doremus B2B Leadership Symposium 2015 speakersSenior executives from Omnicom Group, DAS, Doremus, FleishmanHillard, GMR Marketing/TRO, Jigsaw Communispace and Siegel+Gale, together with a marketing specialist from Bayer Material Science and the Dean of China Europe International Business School (CEIBS) shared their insights during the day.

Opening speaker, Serge Dumont, Vice Chairman Omnicom Group Inc., said, “Opportunities for B2B clients today are as exciting as the challenges are daunting.  In such an environment, innovation and creative solutions play a crucial part in successful outcomes.   Omnicom agencies, who are steeped in best practice and are best in class on B2B, have shown during this symposium how to meet those challenges, and how to capitalize on those opportunities.”

And in the closing remarks Howard Sherman, Doremus, President & CEO, International, concluded that, “There is no doubt that our world is changing faster than ever before, and how we think about engaging in meaningful ways with our customers has never been more important. We need to be conscious that our customers are time starved, communications weary and live in a highly social world, where peer influence and access to data rule the day.”

Dale A. Adams, DAS Group of Companies, Chairman and Chief Executive Officer, Global, explained that the Omnicom agency model meets the call from business for intimate collaboration and efficient integration of the specialty expertise required for effective marketing and communication.

“Cross-sectoral collaboration has the potential to drive the next wave of social advance and business growth”, said Rachel Catanach, FleishmanHillard Hong Kong, Senior Vice President and Senior Partner, Managing Director. “By seeking partnerships with government and civil society to solve China’s most pressing social issues and making shared value a business objective rather than a discrete initiative, B2B companies in China can get in front of this wave.”

According to Jason Cieslak, Siegel+Gale, President, Pacific Rim, tomorrow’s great Chinese brands will be businesses that embrace the power of simplicity and deliver clear and surprising customer experiences.

“To keep up with the unparalleled pace of change in China, we need to stop treating research and collaboration as one off transactional exchanges, and start thinking about them as on-going relationships”, David Griffiths, Jigsaw Communispace, Vice President, APAC explained.

Marian Koa, Doremus, Managing Director, China added that, “Effective advertising and marketing metrics are critical to winning in this fast changing, complicated and competitive marketplace in China.”

Lu Kan, TRO Managing Director, China, shared his experience in experiential marketing. “It’s an ever changing customer group that we’re talking to, which requires all marketers to go beyond conventional concepts of B2B communication. Sponsoring great sports assets is a good start, while creating unique, engaging and integrated experience and relevant contents from those assets will be the ultimate game changer.”

The Symposium was created three years ago when Doremus identified a knowledge gap within the B2B community.

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