Secrets of a winning global B2B campaign

Our award-winning Zeronomics campaign for Standard Chartered is a cornerstone example of the storytelling, positioning and strategic work we do at Man Bites Dog.

Working with Standard Chartered, Man Bites Dog developed ‘Zeronomics: Financing the transition to a net-zero world’. Zeronomics positioned Standard Chartered as a thought leader by highlighting the critical role of finance in the greatest challenge ever undertaken: decarbonisation. We identified a new angle – the economics of transition to a net-zero carbon world and invented a new term to encapsulate it – Zeronomics – creating a unique platform to promote the bank’s sustainable finance capability.

Zeronomics highlighted the risk of a “lost decade” as companies postpone action on climate change and revealed that 55% of corporates are not transitioning fast enough to reach net zero by 2050, with insufficient finance the greatest barrier and the most significant transition capital shortfall occurring in emerging markets.

After winning five awards, including the B2B Marketing award for Best Corporate Decision-maker Targeted Campaign, Man Bites Dog CEO, Claire Mason, sat down with David Rowlands, Head of Content at B2B Marketing, to discuss the thinking behind Zeronomics, and share how Man Bites Dog develops global thought leadership to help business brands mobilise change.

“Man Bites Dog clearly took the deep insight around the topic, understood how it was relevant to the decision-makers, incorporated what their client had to offer, and applied their trade brilliantly to devise this campaign. It’s no mean feat to put all that complex stuff in the melting pot and pour out a winning formula. Very impressive.”
Andrea Clatworthy, global head of ABM, Fujitsu, B2B Marketing Awards Judge

Read the B2B Marketing Case Study to learn more about how Man Bites Dog and Standard Chartered created a stand-out story, developed pioneering new research and transformed it into compelling assets to engage stakeholders across the world:

You can also listen to Claire’s full interview on The B2B Marketing Podcast, and download the Standard Chartered Zeronomics report.

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