Episode 207: Inside award-winning B2B campaigns and what they mean for marketing in 2026
Mon Dec 15 2025
In this week’s episode of the B2B Marketing Podcast, David Rowlands spoke with Paul Collier, CMO, FunnelFuel; Chris Omotosho, Managing Director, UK, Gravity Global; Nick Watmough, Executive Creative Director, The Croc; and Jon Buckthorp, Commercial Director, Differentiated.
As we close out 2025, it only felt right to end with a conversation inspired by the year’s standout work. Drawing on insights from across agency, brand and creative leadership, the panel discusses what made this year’s award-winning campaigns at the B2B Marketing Awards resonate.
The conversation opens with a focus on the growing role of emotion and creativity in B2B, with brands increasingly doing their best work by connecting on a human level. From there, the discussion turns to the rapid influence of AI, the rise of experiential marketing, and a noticeable shift away from product-first messaging in favor of more meaningful, human-to-human engagement in an increasingly AI-driven landscape.
The panel also reflects on Gravity Global’s ‘Global B2B Agency of the Year’ win for the second year running, before diving deeper into some of the more thought-provoking themes emerging from the awards. In particular, Jon explores how concepts like content dysmorphia and thought theatre are influencing both creative strategy and how brands show up in-market (ideas first unpacked in a previous episode with Differentiated).
If you’re curious about the other award-winning campaigns highlighted at our 2025 awards, check out our Winners Report here: https://www.b2bmarketing.net/reports/b2b-marketing-awards-winners-report-2025/
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In this week’s episode of the B2B Marketing Podcast, David Rowlands spoke with Paul Collier, CMO, FunnelFuel; Chris Omotosho, Managing Director, UK, Gravity Global; Nick Watmough, Executive Creative Director, The Croc; and Jon Buckthorp, Commercial Director, Differentiated. As we close out 2025, it only felt right to end with a conversation inspired by the year’s standout work. Drawing on insights from across agency, brand and creative leadership, the panel discusses what made this year’s award-winning campaigns at the B2B Marketing Awards resonate. The conversation opens with a focus on the growing role of emotion and creativity in B2B, with brands increasingly doing their best work by connecting on a human level. From there, the discussion turns to the rapid influence of AI, the rise of experiential marketing, and a noticeable shift away from product-first messaging in favor of more meaningful, human-to-human engagement in an increasingly AI-driven landscape. The panel also reflects on Gravity Global’s ‘Global B2B Agency of the Year’ win for the second year running, before diving deeper into some of the more thought-provoking themes emerging from the awards. In particular, Jon explores how concepts like content dysmorphia and thought theatre are influencing both creative strategy and how brands show up in-market (ideas first unpacked in a previous episode with Differentiated). If you’re curious about the other award-winning campaigns highlighted at our 2025 awards, check out our Winners Report here: https://www.b2bmarketing.net/reports/b2b-marketing-awards-winners-report-2025/