MAM
Wunderman Thompson launches ‘Inspired B2B’ initiative
Mumbai: Wunderman Thompson, a global marketing network, has announced the expansion of its global B2B offering with the launch of Inspired B2B, a new initiative dedicated to inspiring growth for ambitious B2B brands.
Bringing together the unparalleled depth and breadth of Wunderman Thompson capabilities spanning creative, business transformation, content, experience, loyalty & personalisation, and commerce, the Inspired B2B initiative represents the next phase of development for Wunderman Thompson’s best-in-class B2B vertical to help clients around the world build emotional connections at every stage of the customer journey. Through Wunderman Thompson, brands will have access to over 500 B2B specialists around the world delivering truly relevant and insightful communications that enable B2B acceleration.
As part of Inspired B2B, Wunderman Thompson has developed a suite of tools to help brands navigate the complex B2B landscape. The InspiredB2B Assessment Score helps brands identify the impact their B2B strategy and operations are having across every part of their business and understand where to prioritise efforts to better drive growth. Meanwhile, Loom B2B is a data-driven intelligence solution, powered by AI using natural language processing and text, created to allow brands to develop their content strategy with confidence and clear direction. Built around the LinkedIn Audience Engagement API, the richest source of B2B audience behaviour insights globally, Loom B2B equips brands with engagement insights into business leaders and professionals at scale.
Continuing to provide industry defining insights, Wunderman Thompson’s Global Inspire Study shows that inspiring brands outperform peers on two key metrics – growing market share faster and enabling them to charge at higher price points. The findings show that inspiration has a significant impact on B2B buyers, with Inspired B2B brands:
1. 2.2x more likely to be remembered when buyers are in market
2. 2.7x more likely to be rated as having better products/services
3. 20 per cent more trusted as brands
4. 16 per cent more likely to be recommended by buyers
5. 2x more likely to be strongly considered by buyers
6. 5.3x more likely to be buyers’ first choice
Neil Dawson, Global Chief Strategy Officer at Wunderman Thompson said: “With our research showing that inspiring brands are 5x more likely to be a B2B buyer’s first choice, there’s a huge opportunity for B2B brands to engage, inspire, and excite their audiences. But when we look at B2B, we see a sea of sameness. It’s time to ditch the rulebook and remember the audience is human; driven by emotion, curiosity, and wonder. There’s never been a better time to be a B2B marketer.”
Wunderman Thompson is a global authority on B2B marketing, having developed Inspired B2B strategies for brands including Canon, Duracell, GE, IKEA, INFOR, Kyndryl, Mercedes-Benz (Vans), Microsoft, Sherwin Williams, and T-Mobile. The network was awarded the inaugural Creative B2B Grand Prix at Cannes Lions in 2022 for ‘Speaking in Colour’, an AI tool designed for Sherwin-Williams Coil Coatings that allowed architects to speak colour into existence for the first time ever.
Wunderman Thompson’s B2B Future Shopper report shows that 46 per cent of B2B buyers say they are frustrated buying products online and over 50 per cent believe brands don’t understand the various pain points. The report highlights the significant potential for brands to drive growth by improving the B2B purchasing process and implementing an Inspired B2B strategy.
MAM
Tanishq launches ‘Lekhinis’ campaign celebrating modern Telugu woman
Olympic medallist P.V. Sindhu features in new film honouring women who author their own stories.
MUMBAI: Tanishq has found the perfect way to sparkle this season by letting the modern Telugu woman write her own glittering chapter. The Titan Company jewellery brand has unveiled its latest campaign, centred on the idea of ‘Lekhinis’ women who are the authors of their own stories. Featuring Olympic medallist P.V. Sindhu as the narrator, the campaign celebrates the evolving identity of women in Telangana and Andhra Pradesh, where modern aspirations blend seamlessly with deep-rooted traditions.
The film captures everyday moments that reflect quiet strength and confident individuality. It portrays women who embrace change while staying grounded in their heritage, reimagining traditions with sensitivity rather than rebellion. Conceptualised by Lowe Lintas, the campaign aims to strengthen Tanishq’s emotional connection with regional audiences by honouring women who shape their identities with authenticity.
Titan Company Limited chief marketing officer of Tanishq Pelki Tshering said the campaign is a tribute to women who remain rooted yet redefine their journeys every day. “She has always been at the heart of everything we do our muse, our inspiration,” she noted. “Through our designs and storytelling, we strive to be a lifelong companion in her journey.”
P.V. Sindhu shared that the campaign resonated with her own life. “What drew me to this campaign with Tanishq is its honest celebration of the modern Telugu woman. The story reminded me of my own journey working hard at what I love, with the support of my family and coaches, and growing stronger every step of the way.”
Akshay Sundher, Director at Lowe Lintas, described the making of the film as a beautiful experience, highlighting the emotional hospital scene, Sindhu’s warmth, and strong teamwork behind the project. The music by Madley Blues forms the soul of the film.
Through this initiative, Tanishq continues its tradition of crafting jewellery that mirrors a woman’s identity, celebrates her milestones, and reflects her cultural pride.
In a world of fast-changing roles and traditions, Tanishq has delivered a campaign that shines not through loud statements, but through quiet, confident storytelling much like the women it celebrates.
