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B-to-b marketing has been around for well over a century, as exhibited by Omnicom’s dedicated b-to-b shop Doremus+Co, which celebrates its 120th anniversary this year. But only recently has business-to-business marketing come to the forefront of the marketing world.
In the past few years, Cannes Lions has added a Creative B2B category, LinkedIn started its B2B Institute, and there has been considerable buzz around the category recently as it relates to creativity.
Doremus+Co is, after more than a century in business, riding the wave of b-to-b popularity, making some recent changes to account for more creativity in the b-to-b space, including hiring Sarah Lent, a global leader in b-to-b marketing and communications, as its new president.
Lent fills a role that had previously been handled by Paul Hirsch, who has been elevated to CEO and retains the title of chief creative officer.
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