MISSION 153
INSIDE
SCOOP
AGENCY NEWS
CLIENTS WINS
Marco: has won a new client called Vista
CubicICE: has a won a new client called B&R 3D Solutions
Iteo: has a new client called Cegal, a global technology company in the energy sector
EVENTS
Fifth Ring hosted an event in Singapore in partnership with LinkedIn and materials engineering solutions leader Applied Materials, it brought together platform, agency and client perspectives to show how always-on marketing creates the foundation for growth, and how ABM, brand and thought leadership build on that foundation to deliver real efficiency and impact.
They have also hosted an event in the Houston office to explore how marketing can actively support live opportunities, reduce friction, and help deals move faster once they’re in play.
Andreas Thue from ITEO has contributed to organizing a seminar called B2B Camp 2026. B2B Camp is a brand-new networking and learning arena for people working with marketing, sales, or business development in B2B.
BBN GLOBAL EXCHANGE PROGRAMME
WHERE AGENCY CONNECTIONS COME TOGETHER
The BBN Exchange Programme is designed to deepen collaboration, strengthen relationships, and build practical capability across our partnership
It enables team members from one partner agency to spend time embedded within another BBN partner agency — either in person or virtually — to share knowledge, experience different market approaches, and develop stronger cross-border working relationships.
Why Take Part?
- Build stronger, more personal partner relationships
- Develop cultural and market insight
- Share specialist expertise and best practice
- Strengthen trust before pitching or collaborating on live opportunities
- Create future-ready, globally minded leaders within your agency
In short: it turns “partnership” into real working connection.
Who Is It For?
- Emerging leaders and future board talent
- Functional specialists (strategy, creative, client services, PR, digital, etc.)
- Senior leaders looking to deepen key partner relationships
- Teams preparing for multi-market collaboration
Getting Started
If you’re interested in either sending a team member or hosting someone from another partner agency:
- Outline your objectives and preferred timing
- Identify potential partner agencies
- Contact BBN Central to facilitate introductions and alignment
We’ll help coordinate conversations and ensure expectations are clear on both sides.
AGENCY ARTICLES: MUST READS
From Luxid "WHAT TO WATCH IN 2026" SERIES: US market trends and change management
In the first post of Luxid’s What to Watch in 2026 series, Chris Eifert, Managing Director of Luxid US, shares key insights into the priorities shaping the year ahead, from talent development and transparency to martech growth and authentic storytelling.
Reflecting on a year of significant change following Luxid’s acquisition and evolving client needs, Chris emphasises that the company’s top priority is becoming the best possible employer.
By actively listening to teams and creating an environment where people can thrive both professionally and emotionally, Luxid is focused on building a strong, resilient foundation for future growth.
Machine customers — or custobots — are already researching, evaluating, and making purchasing decisions, and they don’t respond to traditional brand storytelling.
Instead, they prioritise clean, structured data, open APIs, and seamless, frictionless machine-first experiences.
In this insightful piece, our partner Luxid explores what this trillion-dollar shift means for customer experience, marketing strategies, and digital readiness, and explains how businesses can start preparing today to design for non-human buyers. As AI-driven systems increasingly handle procurement, recommendations, and transactions, organisations must rethink how they build products, platforms, and digital journeys.
So the question is: are you still designing for people or for the intelligent systems that now buy on their behalf?
AI, Bots, And Real Results in B2B Marketing
Our partner HexaGroup unpacks what truly matters when it comes to AI, bots, and delivering real B2B results.
As AI increasingly sits at the heart of modern marketing shaping what people see, where they go, and how they make decisions many organisations are still stuck on the sidelines, held back by uncertainty, hype, and fear of getting it wrong.
To cut through the noise, Arnaud Desprez, CEO and Founder of HexaGroup, sat down with Nick Caruso, Chief Revenue Officer at KnowledgeNet.ai and a generative AI veteran with nearly 30 years of experience, to explore why bot traffic is reshaping top-of-funnel metrics, how AI should drive revenue rather than side projects, and which KPIs need rethinking.
Together, they share practical insights on how marketing and revenue teams can embrace AI with clarity, keep humans firmly in the loop, and build smarter, more effective growth strategies.
AI CHAMPIONS ACROSS BBN
Engage with the AI Champions across BBN Partners to keep the conversation around AI developments active. This is an evolving topic, and we always want to hear what’s happening in your agency and any updates you have!
The AI Champions meet once a month. Join the next session, and from this month, we will share both the meeting recording and notes for those who, due to time zone differences, are unable to attend. We will also consider running a second session in the future if needed.
SOCIAL MEDIA MANAGERS JOIN US...
To all Social Media Managers across BBN Partners: we need your help to amplify the BBN presence on social media.
We’ve created a WhatsApp group to make communication easy. The idea is simple: agencies share relevant content weekly, including case studies, expert insights, key people, cross-agency collaborations, recent wins/highlights, or posts you’d like BBN to reshare. BBN will then post selected content on LinkedIn, and together we’ll support each other with coordinated engagement to boost reach.
VALUE-DRIVEN MARKETING PODCAST
By STOICA
In this episode of the Value-driven Marketing Podcast, host Elena Iordache-Stoica(STOICA) talks with Ted Kohnen, CEO and Co-founder of Park & Battery, a globally awarded B2B marketing agency helping brands turn intelligence into impact. Ted shares insights from decades of experience working with global brands like Meta, Universal Music, and Thermo Fisher Scientific, revealing what truly drives growth in the US market.
A COLLABORATIVE CASE STUDY
When intuition alone isn’t enough, insights make the difference.
C-Job, a decade-old maritime leader aimed to eliminate carbon emissions in one generation, but lacked a cohesive strategy to communicate this bold vision.
BBN, together with Referro and Business Brainz, partnered to:
- Map the maritime sector and its key decision-makers
- Build a creative platform rooted in actionable insights
- Launch the Ripple Effect campaign, showing how incremental innovation drives transformational change
The campaign resulted in a shift from modest marketing efforts to impactful, insight-driven campaigns that strengthened the company’s market leadership and sustainability narrative.
READ THE FULL CASE STUDY
DO YOU HAVE A COLLABORATIVE CASE STUDY OR ONE ALIGNED WITH ONE OF OUR SIX KEY INDUSTRIES?
We’d love to hear from you! Get in touch and we’ll feature your story on the BBN website and across our social media platforms showcasing how our partners are working together to create real impact.
LEARNING & DEVELOPMENT
FEBRUARY WEBINARS
UPCOMING WEBINARS
Mission Control Updates Webinar - BBN Central
19th of March
- 3:00 PM GMT (UK)
- 4:00 PM CET (Central Europe)
- 10:00 PM SGT / HKT (Asia)
- 9:00 AM CST (Central America)
Register here
MISSION CONTROL
Mission Control is officially unlocked for March. Same door, new code — please make sure you’re using the updated passcode from 1st March.
Once you’re inside, don’t forget to put TARS to work. Think of it as your always-on co-pilot for BBN: need a refresher on BBN, want to explore partner capabilities, or quickly sanity-check who does what, where? Ask TARS. It’s faster than Slack, smarter than scrolling, and doesn’t mind tricky questions.
If you’re not using Mission Control regularly yet… March is a very good month to start.
NEW PASS CODE: METEOR2026
BBNEXTGEN
Your monthly dose of insights, webinars & more from the BBNextGen team!
JOIN THE BBNEXTGEN TEAM
A dynamic group of rising talent across BBN, focused on shaping the future of B2B marketing. If you are early in your career and eager to connect, collaborate, and contribute on a global level, this is the perfect opportunity to get involved! It will also look awesome on your resume! 😜
We’re planning exciting initiatives for 2026 and would love your involvement. Please get in touch if you or a colleague can take part.
Panel Discussion (May 2026)
- Guest speaker panel focused on key topics, with the possibility of a second session later in the year.
- Please let us know if you’d like to participate.
Intercultural Programme – New Format
- Single online discussion sessions between agencies, focused on idea exchange.
- Potential podcast spin-off if successful.
- Please let us know if you’d like to take part.
Sabrina Carpenter Stars in Pringles’ Gen-Z Super Bowl Moment
For its ninth consecutive Super Bowl appearance, Pringles once again proves how smart brand storytelling and cultural relevance can turn a simple snack ad into a standout cultural moment. This year’s spot, “Pringleleo,” starring pop sensation Sabrina Carpenter, goes beyond celebrity endorsement to deliver a campaign rooted in humour, nostalgia, and Gen Z appeal.
The result is a playful, strategic ad that reinforces Pringles’ long-term brand identity while connecting authentically with younger audiences.
Gen Z Unfiltered: When Trust Replaces Training
In this reflective piece, Ellie Nicolaou (Account Executive at True) explores a quieter form of professional growth, the kind that unfolds gradually when trust begins to replace formal training.
Two months after completing her apprenticeship, Ellie reflects on the subtle transition into her role as an Account Executive, realising that meaningful development doesn’t always come with clear milestones, new titles, or dramatic shifts.
Instead, it emerges slowly, through increased responsibility, self-belief, and learning to embrace uncertainty. A thoughtful reminder that growth is often found in the in-between moments.
