B2B Comms People, Where Are You?

Industry analysis reveals massive opportunity in an untapped  B2B creative category.

By Leilani Abels, CEO Thrive PR

CANNES, FRANCE – B2B creativity is the most untapped opportunity at the Cannes Lions International Festival of Creativity and that's a big advantage for Australian and New Zealand agencies and clients alike.

While thousands of creative and marketing professionals descended on Cannes this year to celebrate great work (whilst simultaneously protecting or landing new ground with CMOs), the B2B PR Lions activity tells a different story. Out of 1,531 PR Lion entries, just five campaigns were shortlisted in the PR: 'Consumer Services/Business to Business' category and only two of those were genuinely business-to-business campaigns.

In the dedicated Creative B2B Lions category, now in its fourth year, there were just 415 entries in total.

While attending the Jurors unpacked session at LinkedIN House, they all concurred that B2B Communications  isn't just a missed opportunity for agencies,  it's a strategic blind spot to be exploited.

The real problem: B2B means more than boring-to-boring

The winning campaigns at Cannes reveal what standout B2B creative can deliver.

Heineken's "Starring Bars" Campaign showed the company's commitment to its trade demonstrated through the innovative idea of using struggling bars as film locations, providing them with exposure and financial support. The campaign delivered cross-channel storytelling with scalability and impact.

JC Decaux's "Still Open" Campaign helped small businesses, demonstrating the effectiveness of their own product.

GoDaddy's Grand Prix winner partnered with actor Walter Goggins to build a real-life small business, winning the B2B Grand Prix and creating the ultimate product demo. It was a clever use of talent/influencer, culturally current with exceptional entertainment value and a perfect execution across multiple channels. Human insight underpinned the campaign, capturing the authentic experience of entrepreneurs wanting to punch above their weight.

The pattern? These campaigns understood that business audiences are still humans who respond to cultural relevance and emotional connection.

Why challengers should own this space

Australian and New Zealand agencies have a natural advantage that's there to be leveraged. Our markets have required us to be scrappier, more resourceful, and better at building genuine partnerships. Which is exactly what winning B2B creative Lions demand.

The global ad agencies are still treating B2B like a poor cousin to big consumer impact work meanwhile marketers in B2B industries are evolving rapidly, looking for creativity and recognising the halo effect B/B2C approach work can deliver.

This is where Aussie and Kiwi agencies can make their mark.

The strategic opportunity

For AU/NZ agencies eyeing Cannes recognition, the way in is clear: create B2B campaigns that demonstrate genuine business impact while pushing creative boundaries. Focus on partnerships that create mutual value. Use cultural insights to make B2B brands feel human and relevant. Recognise the trend and impact of big business working with smaller businesses.

The infancy of the B2B is an opportunity. The judges are hungry for innovative work, and the business case is stronger than ever. B2B audiences expect the same level of creativity and engagement they see in consumer campaigns.

The question isn't whether there's an opportunity in B2B creative,  it's whether the PR industry will step up to claim it. Because right now, the field is wide open for agencies who treat B2B creativity with the same ambition and craft they bring to consumer work.

The B2B Lions are there for the taking.