BBN agencies plan digital future in London

BBN's leading digital specialists, representing 6 countries (USA, France, UK, Germany, Finland and Sweden) met in London on May 21 and 22 to discuss the network's digital campaign management processes.

The objective of the workshop was to agree on the way forward to deliver a common approach within BBN to help brands engage with their target audiences more effectively. Given the size of the network and the wide cultural and technological differences across all the markets it operates in, this is both an ambitious and exciting project. It is codenamed: BOSS.

An important point about BOSS will be its ability to integrate seamlessly with BBN's existing Brand Asset Management (BAM) process. BOSS will deliver a platform that is universal (for a global network), scalable (to the number of channels used) and flexible (for easy local implementation).

The group also spent some time discussing the impact of social media and the challenges of getting this accepted as a real channel of communication in the B2B branding field. And whilst all attendees agreed on the need for B2B brands to embrace this new channel, they agreed that many companies were still reluctant to jump the gun.

BOSS has the potential to be a groundbreaking initiative not just for BBN but for the wider B2B industry.