Peoria, Illinois marketing firm Simantel was named a 2016 B-to-B Best honoree by Ad Age for its attention-grabbing "Swear by Equipment Management Solutions" campaign for Cat EMSolutions.
The ad campaign shows how Cat EMSolutions helps customers maximize profits while minimizing the need for four-letter words such as a few swear words, as well as "cost" and "idle."
"Our Caterpillar clients let us take a risk with this one, and it really resonated with their customers," Maggie Whalen, executive creative director at Simantel, said. "We didn't want our message to lead with technology; we wanted to lead with what customers are facing everyday. Speak to them in their own language. And let's face it, their tone changes if they're not as profitable as they should be."
Ad Age is a well-known news publication covering the advertising and marketing fields.
"What we're seeing more and more is advertising that not only stands out as great b-to-b work, but as great work plain and simple," Ad Age Editor Ken Wheaton said. "The successful advertisers in the space know that behind the second b in B-to-B, there is still a person making decisions and they have to connect with that person in order to close the deal — whether it's via print, video, digital or even non-traditional activations."