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GLOBAL 2016: Millennials move into B2B brand leadership roles

Fraser Hynes
Research Director
Millward Brown Corporate
A larger percentage of people involved in decision-making at B2B brands are now millennials. The implications of that are enormous in terms of how these brands communicate, the channels they use, the way they approach these people and the expectations this audience has. If you look at the large B2B categories, the marketing leaders in those organizations - often millennials themselves - are exploring an ever- increasing array of marketing tools and techniques, using more video, more emotive messaging and more social media. They recognize that as the decision-makers they are targeting are increasingly millennials, they need to have a different kind of conversation with them.