B2B comms follow the same principles as consumer.
Know your audience.
Keep it simple.
And never be dull. The B doesn’t stand for boring.
Canon
Even the most complex products can be communicated simply.
Canon’s business audience are tech experts. But they’re also human beings.
These print ads show that you don’t need to talk in tech-speak to sound like an expert.
Scottish Enterprise
This Scottish Government body is in the business of boosting the nation’s economy by boosting business. I tapped into their invigorating energy with this can-do tone. Positioning them as smart people who make things happen rather than a faceless corporation. It was great to do a deep dive into our big industries - oil and gas, pharma, exporting. Here’s some editorial on our creative sector
As a self-confessed geek, I love a fact-finding mission. Then it’s just a matter of bringing those facts to life.
I’m also a dab hand at turning dense data into a compelling narrative or bite-sized chunks. Sometimes both.
Scottish Development International
This campaign ran in Scottish airports to show business travellers some of the basic (but brilliant) advantages of being based in Scotland.
