The shortlist has been revealed for the 2022 Drum Awards for B2B, a global program honoring the companies and people that bring creativity to B2B marketing around the world. Mower is nominated across multiple categories for both client work and an internal agency rebranding campaign. The results will be announced on December 5 at a ceremony at The Drum Labs in London.
Details about Mower’s shortlisted work are as follows:
Category: B2B Print/Illustration or Imagery
Campaign: ABB Ability™ eMine
Mining customers need to find the balance between productivity and sustainability targets. They are also individuals who know that their activities have an impact on the planet. With ABB Ability eMine™, they can reduce that impact and stay competitive. We used compelling stats to link electrifying the mine to improving the air, ocean, trees and arctic ice, driving the point home through provocative split-screen images that seamlessly combines two worlds: one from the world of mining, one from the world beyond. The two images are tied together with the message: Electrifying your mine also improves the world beyond it.
Category: Best B2B Agency Promotion, Best Corporate or Brand Website
Campaign: Mower Rebrand
We believe that for brands to be relevant in today’s world, relationships matter. Data can’t ignite a spark between two people—or between brand and customer. Creating these connections takes a unique approach. One that Mower has perfected, as much as relationship-building can ever be perfected. We call it Brand as Friend®. We used this as the basis for our rebrand by re-envisioning the look, language, and experience of our brand itself. We chose fonts that were approachable and had literal connections between characters and opted for a friendly color palate and a whimsical, hand drawn illustration system.
Category: Best B2B Sponsorship/Partnership Program, Best Limited Budget Campaign
Client: New York State Tourism Industry Association (NYSTIA)
Campaign: Roam the Empire
We created “Roam the Empire” to be a rallying cry to celebrate loud and proud all the splendor of our hometowns and invite residents to support the New York State destinations right in their backyard. We started by creating a branded logo, look and language to ensure a consistent approach across all eleven regional tourism agencies. Next, we created a dedicated landing page on NYSTIA’s website where a campaign toolkit gave the state’s tourism industry partners everything they needed: key messages, logos, branded digital and print assets in varying sizes, a templated news release. New York State destinations, normally competitive, joined together to provide content, cross promotion and a unified voice.
Category: Best Demand-Generation Campaign, Best Use of Social Media
Client: Iroquois Healthcare Association
Campaign: Caring Gene®
For years, New York State has had an aging population and has faced a critical shortage of healthcare workers. It takes a special type of person to succeed in this role. Those who have an innate desire to help others—in their DNA. For some people, care is their calling. We built a library of a few dozen flash mob-style and Tik Tok- style video executions. We put them in market with a very agile approach – and optimized around the ones that performed the best. Plus, we created a fun online quiz – Do You Have the Caring Gene? – to engage job seekers who could quickly find out if they were a perfect fit for the care industry.
Last year, Mower took home the Grand Prix in the 2021 Drum Awards for the omni-channel work, Caring Gene®: Caring is Your Calling, developed on behalf of Iroquois Healthcare Association, which also took the award in the Best Response to Change contest.
About the Drum Awards
The Drum Awards for B2B celebrate the companies and people that bring creativity to B2B marketing around the world. The winners will be announced at a ceremony at The Drum Labs in London on December 5 (find out how to attend in person or watch remotely).
Mower is a digitally integrated independent marketing, advertising and public relations agency with professional staff in New York City, Chicago, Boston, Atlanta, Charlotte, Cincinnati, and Buffalo, Rochester, Albany and Syracuse, N.Y. Mower delivers strategic insights and counsel, digital solutions, smart creative and award-winning results to clients in a wide range of industries and service sectors. It has earned top industry accolades from Clio, Cannes and ANA B2 awards and is the only full-service agency ranked in Ad Age, B2B Marketing, PRWeek and Chief Marketer. Mower is 100% employee-owned and part of two global agency networks—thenetworkone and IPREX—as well as the 4A’s.