Transmission

‘Who is… Watson?’ is on a roll! It’s been shortlisted at the Ad Age Creativity Awards, Digiday Video & TV Awards, AND Shorty Awards 🔥 ‘Who is… Watson? The Day AI Went Prime Time’ is one of those special projects that showcases just how far B2B has come through the creative brand building lens. And it looks like the industry agrees. We’re up for…  👀 Digiday Video & TV Awards – Best Brand Film or Series 👀 AdAge Creativity Awards – Best B2B Campaign 👀 Shorty Awards – Video: Documentary + Strategy & Engagement: Storytelling Shouting about shortlists just doesn’t get old – and neither does winning them, so fingers crossed come results season!  If you haven’t had a chance to watch the full doc, check it out here: https://lnkd.in/g-6ciC4z  #TransmissionB2B #WhoIsWatson #BrandStorytelling 

That’s a wrap on our first Breakfast Briefing of the year: Winning Hearts and Machines in a Distracted World. Here’s what you need to know 👇 🧐 Buyers are distracted, sceptical, stuck, and as Paul Randall rightly pointed out, time-poor  1️⃣ Tap into culture & tell interesting stories That doesn’t mean tell any old story. It means finding the right narrative and packaging in ways that engage your audience. It can still be a case study, but maybe it’s more book than whitepaper. Per McKinsey: it’s not just attention, it’s the depth of said attention that matters most. 2️⃣ Create useful content It’s a ‘no-duh’ for many of you, but brands are still guilty of creating content that aligns to their priorities over those of their audience. Buyers don’t care about what you have to say – they care about whether you can solve their business pain points. If you aren’t making it clear, you won’t be considered. Simple as. 3️⃣ Authenticity cuts through Next up on ‘you’ve heard this a million times before’: authenticity. We’re here to tell you that if you aren’t leaning into customer stories or SME highlights, you’re missing out. Authentic content often gets conflated with expensive content. They aren’t the same. Your teams and customers will always have a story to tell. It’s up to you to tell it in ways audiences want to hear. ‼️ Above all else, remember Paul’s anecdote about the “forthright buyer” who told him one simple thing: “Don’t waste my time.” 🤖  Machines are gatekeeping the buyer journey 1️⃣ Buyers are using AI overviews That means you need to be creating content on the right platforms. LinkedIn is cited in 11% of AI responses across ChatGPT, Perplexity, and Google AI mode – prioritising organic engagement on the platform will have you mentioned more regularly. But that doesn’t mean neglect your owned channels: 4/10 AI citations come from brand websites. It just has to be valuable enough for AI to reference it. 2️⃣ Give unique perspectives & value LLM-assisted content is already becoming the norm across the web. Instead of adding more of the same, brand content is more likely to receive an AI citation if it uses statistics (30-40% boost) and quotes from named experts (25-30%). Your SMEs are more important to your business than ever. They’re how you’ll be noticed. 3️⃣ AI makes other marketing activity important An audience member asked if paid media was still necessary given AI’s ability to give concise answers to business-critical questions. Stephen Christou's response was simple: AI scrapes from your entire online presence. If you aren’t showing up everywhere you can, you reduce the likelihood of being cited – and being viewed as a trusted source. It’s a game of depth AND breadth for businesses looking to get ahead. Huge thanks to our guests, Paul and Stephen for sharing their perspectives and answers on the content challenges B2B brands face today! #TransmissionB2B #BreakfastBriefing #ContentStrategy

Wrexham’s AFC’s rise to the big leagues has attracted a swathe of sponsors. Some big, some local, and – for HP – some B2B. Here’s how Transmission helped make it happen ⚽️ 🥅 For the football-minded among you, Wrexham AFC’s story is one of grit, determination, and squad quality beyond their then standing. For the casual viewer, it’s a story of how sports and community are two sides of the same coin as showcased in ‘Welcome to Wrexham’. And for the marketer? Well, that’s what caught the eye of The Drum B2B Editorial Lead, Reuben Webb and where this particular story starts. Our CEO & Founder, Chris Bagnall reflects on how Transmission helped make HP’s partnership happen – and what went into ensuring they were there every step of the way: https://lnkd.in/e_RVvtMB #TransmissionB2B #BrandStorytelling #BrandBuilding

Last chance, and we mean it! There are only a handful of spots left for our first Breakfast Briefing of the year: How to win hearts & minds in a distracted world ❤️🤖 If you’re a senior B2B marketer trying to figure out how to cut through in a world lanscape where buyers are tuning out and algorithms gatekeep, this is the room you want to be in. We’ll be serving up a mean menu of insights, starting with breakfast before moving onto a fireside chat with a side of structured discussion. And to round it all off, you’ll get to join the conversation with your peers. Our office. Expert insights. Zero waffle. Grab your spot now! Join Paul Randall, Head of Marketing at One Samsung Electronics B2B, Stephen Christou, Stuart Roberts, Transmission Content Director, and Joseph Livingstone, Transmission Head of Web Strategy on Thursday 26 March from 8:30-11:00: https://lnkd.in/eAzqfP_k #TransmissionB2B #BreakfastBriefing #B2BMarketing

The sunshine isn’t the only thing we’re celebrating right now! It’s cake day for this month’s round of Transmissioners 🥳 Join us for a round of appreciation for… 🍰 David Gyertson for 6 years 🍰 Alice Elliott and Paul Wegener for 5 years 🍰 Neel kamal Sahu, Rebecca Hyde, and Jake Pilsbury for 3 years Thanks for making #TeamTransmission what it is! #TransmissionB2B #AgencyLife 

Some fantastic news to welcome Spring with! ‘Who is… Watson?’ has two shortlists at the Brand Film Awards, presented by Campaign UK & PRWeek 🔥 As more businesses lean into storytelling as a growth driver, we couldn’t be prouder of being a B2B representative at the frontier.  ‘Who is… Watson? The Day AI Went Prime Time’ is up for honours in the B2B and Organisation Documentary categories – pitting it against both B2B and B2C films alike!  Results will be announced at the end of April, so watch this space to find out how we fare. Fingers crossed 🤞 #TransmissionB2B #BrandStorytelling #WhoIsWatson 

Four people who really know what they’re talking about will be leading our next Breakfast Briefing. Here are our speakers! 🥁 On Thursday 26 March from 8:30-11:00, Stuart Roberts (our Content Director), Joseph Livingstone (Head of Web Strategy), and Paul Randall, Head of Marketing, Samsung Electronics B2B and Stephen Christou will be having a frank conversation about how to win hearts and machines in a distracted world. Expect practical guidance across: Why buyers ignore most of what you send How LLMs & algorithms gatekeep your buyers – and how to make friends with them How to create content that grows trust, not just traffic Real world examples of what drives results for brands today It’ll be small room, Chatham house-style rules. The kind of morning where you leave inspired and ready to take action. Learn more about the Breakfast Briefing and register to attend 👇 https://lnkd.in/ezX7wnqZ #TransmissionB2B #BreakfastBriefing #B2BMarketing

Our work for Qualcomm Snapdragon won a Silver ADDY at the Greater San Francisco American Advertising Federation! Expect to see more of this campaign 👀 One of those “can’t stop, won’t stop” moments for our campaign – and one we can’t help but keeping shouting about. Huge props to everyone involved in bringing the idea to life and wrapping it in a campaign our industry peers deem award winning! Next up, nationals 🔥 #TransmissionB2B #ADDYs

David Ferrucci helped build IBM Watson. He’s also pretty candid about the fact that almost nobody though it was going to work 😅 When IBM first floated the idea of competing on ‘Jeopardy!’, Ferrucci was essentially alone in thinking it was achievable. The science was complex, and the stakes were unusually public for a research project. But that’s what made it a Grand Challenge – one that made millions feel like the future was now back in 2011. AI has come a long way in just a few years. ‘Who is… Watson? The Day AI Went Prime Time’ is the story of where it all started. Watch the short doc, get a BTS look at production, and learn how brand storytelling in B2B can create more commercially effective campaigns below: 🎥 https://lnkd.in/eyDBk39D #TransmissionB2B #BrandStorytelling #WhoIsWatson

AI is a transformative technology, there’s no doubting that. But a rise in overnight ‘agents’ has made it harder to separate the snake oil from the successes 🐍 No, your marketing team won’t be replaced by agents created in a weekend. And no, said agents can’t parse the complex reasoning necessary to complete tasks that are materially beneficial to the business. The reality is: most of these so-called ‘agents’ demo beautifully but don’t pass the acid test. In fact, they could actively work against your goals. And that’s what our President, Americas, Ricky Abbott has a bone to pick with. Read on to learn where these agents have value and where – for the vast majority of B2B organisations today – they fall short 👇 https://lnkd.in/epK2VvJf #TransmissionB2B #AI #B2BMarketing