Mower Work Shortlisted for 15 ANA B2 Awards, Including B2B Agency of the Year

The B2 Awards celebrate the best in modern B2B thinking reflecting the rich diversity of the advertising industry and the growing role of B2B marketing B2 Award judges are B2B professionals from various divisions of the ANA led by clientside executive marketers who are assigned to judge entries from the categories in which they have expertiseThe winners will be announced at the B2 Awards Gala on May 23 during the ANA Masters of B2B Marketing Conference in Scottsdale ArizMower39s shortlisted work includesClient ABBCreative Campaign ABB eMineCategory Print Advertising includes digitalMining is essential for a sustainable world yet also accounts for up to seven percent of all greenhouse gas emissions So ABB has put its considerable experience and expertise to work transitioning mines from fossil fuel to allelectric and creating sustainable progress for today and future generations Their purposeful solution ABB Abilityamp8482 eMine helps its mining customers reduce their carbon footprint by electrifying and automating their operationsThe goal of the campaign was to promote eMineamp8482 as at the forefront of sustainable mine operations by building recognition with bold and powerful messages Mower worked with ABB and used compelling stats to link electrifying the mine to improving the air ocean trees and arctic ice driving the point home through provocative splitscreen images that seamlessly combine two worlds one from the world of mining one from the world beyondClient ABBCreative Campaign ABB Adaptive Executionamp8482Category Print Advertising includes digitalProjects in the energy industry are big and complicated with multiple partners working independently leading to cost overruns schedule delays and undue stress To address these issues ABB developed a revolutionary endtoend solution ABB Adaptive Executionamp8482 and challenged Mower with supporting the launch of the solution to engineers and project managers responsible for knitting together all the disparate parts of the processMower realized that the five main attributes of the solutionamp8211vision effectiveness collaboration agility and efficiencyamp8211all had exact parallels in the animal kingdom The majesty of nature tells the story and the campaign brought the idea to life with high impact nature documentarystyle videos teasing the launch of the solution all telling the same story to survive in today39s project management world you must first learn to adaptClient MowerCreative Campaign Making Fierce FriendsCategories Agency Promotion Corporate Identity Program Corporate or Brand Website Midsize B2B Agency of the YearHuman beings are more technologically connected than ever before but feel more emotionally disconnected than ever Brands are no different In a now virtualfirst work environment where clients are hyperfocused on data and analytics creating meaningful empathetic connections with their customers becomes even harder Our challenge was to both differentiate Mower as an agency uniquely positioned to harness the superior strength of emotional connections AND help clients understand that this lack of humanity or disproportionate dependence on analytics could be standing in the way of their business goalsThe mission became known as quotMaking Fierce Friendsquot with the guiding principle that for brands to be relevant in today39s world relationships matter Creating these connections takes a unique approach one that Mower has perfected as much as relationshipbuilding can ever be perfected and we call it Brand as Friendamp174 We successfully transformed Mower39s brand identity website marketing materials company culture and our clients39 successClient National GridCreative Campaign More Opportunities in More PlacesCategories Demand Generation Large Enterprise Media StrategyNational Grid has aggressive goals for reducing energy consumption and costs for their business customers To achieve these goals they offer incentives and extensive energy efficiency measures for them to participate in The challenge is that many businesses have limited capital and competing priorities that often trump energy efficiency upgrades It was important for National Grid and Mower to show customers that the opportunities for energy efficiency were all right in front of them and all around themThe quotMore Opportunities in More Placesquot campaign juxtaposes industryspecific imagery with unexpected ambient messaging to bring energy efficiency benefits to life in familiar scenarios The goal was to demonstrate to vastly different audiences that energy efficiency isn39t an expensive upgrade but a key business advantage By integrating this new creative into a proven media strategy and tactical mix the campaign outperformed expectations and media benchmarks driving nearly 800000 visitors to our campaign landing page including nearly 500000 new users an 87 increase year over yearClient Iroquois Healthcare AssociationCreative Campaign Caring GeneCategories Social Media Integrated Marketing Program Digital Marketing Tools and ProgramsFor years New York State has had an aging population and has faced a critical shortage of healthcare workers Over the last few years the COVID19 pandemic has made a difficult situation even more dire Of course healthcare work can be physically and mentally challenging but it can also be uniquely rewarding It takes a special type of person to succeed in these roles For those who have an innate desire to help others caring is their callingMower identified this unique trait dubbed quotthe Caring Genequot Mower created a flash mobstyle and TikTok style creative campaign plus a lighthearted social quiz to speak to a younger and more racially and ethnically diverse audience and help them find out if they were a perfect fit for the care industry The campaign drove hundreds of prospective candidates to apply for caregiver and other roles at New York State nursing homes and home health providersClient New York State Tourism Industry AssociationCreative Campaign Roam the EmpireCategories Social Media Sales Enablement Program Pro Bono Campaign Digital Marketing Tools and ProgramsThe pandemic was devastating for New York State39s tourism industry To help the industry bounce back in 2021 Mower was tasked with bringing together NYSTIA39s highly competitive members with a common rallying cry that encouraged New York State residents to vacation in their home state Mower created a campaign celebrating everything that39s waiting to be explored in the Empire State Tapping into the drive vacation trend Mower created quotRoam the Empirequot to be a rallying cry for residents to celebrate visit and support destinations and attractions in the Empire StateThe campaign included a branded logo to be used across all 11 regional tourism agencies and a dedicated landing page on NYSTIA39s website where a robust fully developed campaign toolkit gave the state39s tourism industry partners everything they needed key messages logos branded digital and print assets in varying sizes a templated news release and links to custom quotRoam The Empirequot Facebook Instagram and Twitter accountsClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Mower Work Shortlisted for 15 ANA B2 Awards, Including B2B Agency of the Year

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