Transmission, the largest global independent B2B marketing agency, announced the launch of its newest marketing capability, Brand Storytelling. The capability was created to address an anticipated shift in B2B audience behavior away from purchase-driven and transactional to a focus on brand story, galvanized by the overarching goal of strengthening brand to demand motions that drive sustained business growth. Today’s announcement follows Transmission’s recent acquisition of award-winning B2B marketing agency, Earnest, allowing Transmission to provide enhanced capabilities to support clients at scale across the EMEA, the US, and globally.
“We’re leveraging storytelling as a critical advantage for our clients because audience behaviors and the places buyers consume media are changing,” said Ricky Abbott, Transmission President. “The rapid emergence of AI has increased brand importance, and, now more than ever, intersecting brand to demand with human connection is paramount.”
The capability will be led internally by Abbott, alongside Transmission’s VP, Global Growth, David Reid, and Heather Barrett, Sr. Director of Strategy and Planning. Advisory partners include Story + Strategy and Sub Genre.
“We’ve adopted a first-mover mindset to execute a bold vision by building the first fully integrated B2B brand storytelling consortium, ” explained Reid. “Transmission is embracing everything that story can touch including shows, podcasts, film, editorial, creators and branded content by applying an entire solution set with storytelling at the core. There’s nothing else like it out there in B2B.”
Earlier this quarter, Transmission acquired Earnest, a B2B marketing agency with outposts in London and NY. Chris Wilson, former Earnest CEO, moves to the position of EMEA Managing Director at Transmission. The united agency now boasts an impressive list of 100+ B2B clients worldwide.
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