Man Bites Dog Shortlisted for B2B Marketing Awards with Arup & EY

Man Bites Dog’s work with two global organisations has been shortlisted for Best Thought Leadership Programme at the 2026 B2B Marketing Awards.

The shortlist recognises two distinctive campaigns that challenged conventional thinking and put bold ideas at the heart of their respective organisations’ agendas.

Developed in partnership with Arup, Gridunlocked set out to reframe the UK’s electricity grid - not simply as a cost of the energy transition, but as a growth engine for the economy.

Our campaign revealed that with just £34bn in additional grid investment by 2040, the UK could unlock £194bn in economic value and support 92,000 additional jobs every year.

The real ambition behind Gridunlocked was to shift the conversation: showing that the grid cannot unlock this value in isolation, and making the case for a system-wide approach to deliver the energy transition at pace and scale.

Our work with EY has also made the shortlist. The Total Reporting campaign set out to challenge the conventional approach to corporate reporting. Man Bites Dog’s strategy was to reposition non-financial reporting from a compliance requirement to a driver of better decisions, stronger performance and long-term value creation. We worked with EY’s UK sustainability team to create a new integrated financial and non-financial reporting proposition: Total Reporting.

This was supported by our Decisions in the Dark research, which revealed that 71% of high-value business decisions are made without complete or reliable information, highlighting the risks of operating with only half the picture. More than a campaign, Total Reporting became a new service and a commercial growth engine for EY.

To have both campaigns recognised by the B2B Marketing Awards demonstrates the power of research-backed thought leadership to challenge perceptions, build new narratives and influence important conversations.

Huge congratulations to everyone that made the campaigns a success.

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