Pharma: Innovation in Adversity

The race is on to stop the spread of the COVID-19 virus, with countries around the world aggressively researching vaccine technologies that could help to halt the pandemic. Of the 148 candidate vaccines that researchers are currently developing, 17 are already in human clinical trials.

Truth be told, shortening the cycle from lab to high street has been on the industry’s agenda since long before COVID-19 turned our world upside down. We’ve had a front row seat here at The Croc– mapping out complex customer journeys on behalf of pharma clients trying to streamline the complexities between clinical and commercial journeys.

However, over the course of this year the industry has gone through a crash course in organisational change. The wealth of new data and insights created through intense development as well as public and political pressures will have fundamentally changed the landscape.

Most players have had to adopt to a new global reality through necessity, and post-pandemic, these organisations will emerge with a clearer picture of efficient and effective working practices, and emerging opportunities in a reshaped customer ecosystem.

As history shows us again and again, innovation flourishes in times of adversity. And the pandemic has reminded the world of pharma’s strengths—namely, its capacity to accelerate research, and develop and distribute drugs on a vast scale. Many of the big firms and scores of smaller companies are working on COVID-19 vaccines and therapies.

Even before the virus, the industry had begun to invest more heavily in R&D. In the most recent quarter America’s 30 biggest firms boosted investment by a median of 6% year on year.

Medical innovation is back in fashion. Here’s hoping it brings some much-needed relief to all of us soon.

Image credit: National Cancer Institute. Photographer: Daniel Sone

Ignite B2B highlights industry’s diversity problem

On 30 January 2020, B2B Marketing put out a call for Ignite speakers.

They wanted people who had “been around the B2B block” and had experience and knowledge they wanted to share. Specifically, they were interested in case studies, guidance on how to achieve vital objectives, and “visionary perspectives”.

After 25 years in B2B across publishing, PR, and marketing, I do have experience and knowledge worth sharing. Plus, I’ve spoken at Ignite before and really enjoyed it so I decided to submit a proposal.

The power of difference

My synopsis was, “The world has changed, so why hasn’t your advertising? Diversity is the new normal and B2B brands that fail to reflect the diversity of their customers in an authentic, relatable way, risk becoming obsolete.”

I laid out some benefits of attending the talk, focussing on how a more inclusive approach can help deliver better customer and brand experiences, improve engagement levels and conversion rates, and build brand relevance and trust.

I even had a case study up my sleeve about how one of our clients – a global tech company – achieved 54% higher CTRs in MEA and an 11x increase in leads in Japan when more representative and inclusive imagery was introduced into campaigns.

On the face of it, the perfect marriage of commercialism and progressive, relevant ideals.

Source: Google/Ipsos, Inclusive Marketing Study

I didn’t hear anything back but saw the agenda was filling up, so I assumed I hadn’t made the cut. It happens. Fair enough.

Then on 3 June, I got an email thanking me for my submission and explaining that it didn’t fit with the event programme vision for Ignite.

It’s pretty hard to miss the significance of that timeline. Between the invite on 30 Jan and the email on 3 June, the world changed.

In that short time, we were hit by a global pandemic and witnessed the murder of George Floyd, sparking the renewed rise of Black Lives Matter protests around the world – on a scale not seen since the American civil rights movement of the ‘50s and ‘60s.

Adland commits to action

In response to the protests about systemic racism, and on the same day I received the rejection email from B2B Marketing, The Drum published an open letter, co-ordinated by Creative Equals, from UK adland bosses pledging to do more to support black talent.

B2B Ignite took place three weeks later, clashing with Cannes Lions’ virtual offering, Lions Live, and The Drum’s Can-Do Festival. The twin pandemics – Coronavirus and racism – were all over the Lions Live and Can-Do agendas. Less so at Ignite.

Of course, these events are built to serve different agendas. Cannes Lions is a festival of creative marketing and Can-Do was launched this year to explore how brands and agencies are transforming their business models in the current climate.

Ignite is dedicated to learning and development, and the evolution of disciplines like ABM, Sales Enablement, and Martech. But Ignite also has streams for Engagement, Brand, and Leadership – broad themes that offer plenty of scope for exploring the business case for diversity.

Ultimately, any event built on foundations of learning and development should be inclined to search out future-facing or “visionary perspectives”, with a view to debating the question “Where are we – as an industry and a community – going?” Truly effective B2C and B2B marketing is built on an understanding of who consumers are and what makes them tick – what matters to them? The answers exist in a state of constant change. It’s our job to keep up.

Leading brands recognise that fact. Big names like Verizon, Diageo, HP, General Mills, and Unilever have been calling for faster progress on D&I for years. The speaker line-up for Ignite was filled with smart, qualified people. But it also reflected how little progress has been made in B2B. At 96% white and 64% male, the speaker line-up was seriously out of step.

The 2019 Agency Census from the IPA found that diversity improvements were “marginal at best and too slow in pace”, with data revealing that the number of employees from black and ethnic minority backgrounds had actually dropped over the prior 12 months.

As well as making up a smaller proportion of the UK agency workforce, staff from black, Asian, and minority ethnic backgrounds had seen C-suite representation drop too, with less than 5% of C-suite roles held by people of colour.

Following Ignite, I saw a post on LinkedIn calling out Marketing Week for peddling the tired old cliché that B2B stands for ‘boring to boring’ and asserting that B2B is an exciting place to be right now. I’d agree wholeheartedly, were it not for the paucity of diverse voices and views. Make no mistake, the roster of Ignite speakers is filled with brilliant thinkers and worthy perspectives. But it fails to represent the increasingly diverse audiences we seek to influence – and the diverse talent that exists in our industry.

B2B is a fascinating and exciting world right now. Technology has brought about dramatic changes in how modern B2B buyers engage and there is a growing understanding that just like in B2C, B2B purchase decisions are led by a combination of rational and emotional thinking. People buy from (and champion) companies that align with them on shared values – like diversity and inclusion.

2020 hindsight

Looking back at my pitch to B2B Marketing, I should have done more to spell it out: diversity really is the new normal.

In the US, millennials represent 73% of B2B buyers, and only 56% of them are white. In the UK, millennials make up 25% of the population, and over 20% are of an ethnic background other than White British.

We’d do well to bear in mind that these millennials aren’t just B2B buyers. They’re employees. Innovators. Near-future business leaders. They want to buy from and work for companies that prioritise diversity and inclusion in a real way.

I believe those of us who have “been around the B2B block” have an obligation to hold ourselves accountable – to the board, to our clients, and to our teams. B2B brands that fail to reflect the diversity of their customers and drive genuine equality within their organisations will become obsolete.

Robyn Pierce
Head of Social Media

Related links


I don’t want a conversation with you


Trainers, or, sneakers as they’re often known, are another life–long obsession of mine.

For as long as I can recall, they’ve been a source of irrational fascination.

In 1990, when I was eleven years old, Nike Air had just launched in the UK, and I remember being totally fascinated by these amazing trainers with an air bubble. So much so that I saved every penny of my birthday money and nagged my parents to let me go and spend it on a pair of them.

I was beyond excited, and while I can never claim to have been the most popular kid in school, for a brief moment I relished the attention the trainers I wore to and from school brought.

In life, no matter what we may believe, many of the decisions we make are irrational

While I think my desire for Nike Air was fuelled by my natural instinct to want anything shiny and new, it did cement my love for brands at a very young age. Although I didn’t theoretically stay loyal to Nike growing up (I also bought Reebok Pump, Puma Disc and Adidas Torsion during this time, too), any trainer that wasn’t a brand I liked was instantly dismissed no matter how tempting its technical claims.

Call my decision-making process irrational, because guess what, it was, and to this day, for many things I buy, or want to buy, it still is!

Last year, Les Binet and Peter Field published research that analysed ten years’ worth of B2B marketing. If you work in the industry and your job is to sell to people (in any capacity), then you need to read it, understand it and apply it to everything you’re doing today; from how you’re apportioning budget, to how you’re planning marketing activity.

While there are many fascinating charts, two in particular stand out:

Brand building vs sales activation

The first shows the power of brand building, which is and always will be a long-term activity, but one that, if invested in, creates growth way beyond that of activation (think on-off campaigns you run all year).

The second chart I love is this:

Fame, is the name of the game

This chart shows that campaigns that are specifically designed to create fame for a brand outperform other campaigns on all business metrics. In addition, emotional campaigns also perform better in almost all metrics, particularly in the long term.

What this research doesn’t say is that you should stop doing the marketing you’re doing today, but what it absolutely does reinforce is the need for every business – no matter what that business sells – to ensure brand is front and centre of every conversation.

But remember; when it comes to brand it’s not just what you say, it’s what you do that matters…

When I was eleven, I wasn’t really exposed to much advertising. The internet didn’t exist, there was no YouTube, Instagram or Snapchat and there were four channels on television. So, influence over what I liked wasn’t what it is today. But I was into NFL – the Miami Dolphins to be precise. That might sound random but American Football was big in the UK back then (and still is today), and I believe my fascination for Nike came by association of the fact they were the primary sponsor for the team.

My love for Nike didn’t begin with a clever ad, it came from the brand doing what it’s always done – associating itself with amazing athletes and sports.

So next time you’re questioning what your business should be doing, remember that whilst the short-term results from brand activity might be slow, if you get it right (you’re consistent, and consistently good) the long-term effects of brand on your business will far exceed that of any short-term sales promotion.

Oliver Budworth
Head of Strategy at The Crocodile

Imitation is not the sincerest form of flattery

Over the past month, there’s been a huge surge in demand for virtual events, but when it comes to designing them, not many can see beyond the conventions of the convention centre.

In 1985 a new start–up called W Industries was formed, and in 1990 ‘VIRTUALITY’ was launched. If you were around at the time, you’ll remember the big grey headsets appearing at video–game arcades throughout the world. It was meant to herald a new era in gaming but the technology underpinning it wasn’t powerful enough and despite the massive PR machine behind it, the experience was quite simply, a bit pants.

The world of Second Life

In 2003, Linden Labs launched Second Life, a new ‘virtual world’ in which, anyone could create an avatar, and then go about building their own alternate reality, along with interacting with many other online ‘residents’.

It was hailed as the next big thing, and brands flocked to it. In fact, it became so popular that in 2006, U2 even hosted a live concert on the platform.

But as fast as it grew, people lost interest. After all, who wants to play something that quite literally mirrors real life, but without all of the drama, nuance, serendipity, idiosyncrasy and fun that often frequents life in the physical world.

It seems anything that’s ‘virtual’ usually ends up being a less-good version of the real thing.

And so today, with the self-isolation and lockdown implemented as a result of Covid-19, we see events around the world either being postponed, cancelled, or transformed into ‘virtual’ versions of the physical thing.

Welcome to the virtual foyer

Unfortunately, many seem to interpret a virtual event as something that’s a direct translation of a physical one. The welcome foyer. The plenary. Exhibition booths. Conference rooms. Reception desk anyone? And what this approach typically results in, is a crap version of the real thing. Not only is it not as good, it also acts as a stark reminder that once you’ve stared at the virtual lobby, and watched all the talks, you sadly won’t be walking to a bar serving ice cold drinks, or the nice roof terrace to go and network in the evening sun.

Putting a physical event online should never be about trying to replicate the physical world, virtually. It’s a broken formula – proven time and time again, and, as Tom Hanks’ character in BIG famously said: “What’s fun about playing with a building? That’s not any fun.”

When digital offers almost infinite possibilities in terms of the experience you can create for people, it seems crazy that an event would try to imitate the physical world and all of the constraints that come with it.

Think about movies such as Ready Player One, Tron and Inception – immersive, fantasy worlds unconstrained by the physics or realities of the physical world. Think about how these movies play with our minds, stimulate our imagination and helping us to see things in a new light.

A digital blank canvas. Wow.

Now imagine, if you had a blank canvas for your next event, one that was free from the constraints of elements like the location, size and shape of the venue, the colour of the carpet and the paint on the walls, or the distance between the various rooms for the talks, what sort of experience would you want to create?

Digital presents a world of creative potential for events – the only limit is your imagination and ambition.

Podium designed events combine creativity, craft and the very best uses of technology platforms to create events with theatre, quality and excitement that provide attendees with a feel-good experience from beginning to end.

We call it Immersive Digital Event Design.

So when you’re thinking about your next event, ask yourself one question; what sort of experience you want your event to deliver. Then call us.

Oliver Budworth
Head of Strategy at The Crocodile

Industry leaders launch Virtual Event Initiative

London, UK – 8th Apr, 2020 – Today, The CrocodileOnalytica, and Turtl are announcing Podium a global Immersive Virtual Events initiative, in partnership with ON24, the leading technology company helping businesses transform their marketing and customer engagement through data-rich digital experiences.

With high demand for enterprise organisations to pivot from physical events to digital, this offering enables enterprises with a readily available digital event solution that quickly delivers the scale, theatre, richness and excitement of physical events, online.

In virtual boardrooms globally, the same question has been echoing across video calls – “We have to pull our physical events this year – what are we going to do instead?” Switching to online events is the answer but the shift to digital isn’t as straightforward or as easy as it might seem. Now, it’s mission critical for brands to elevate their webinar experiences to match the engagement and impact of traditional sales and marketing conferences.

The Podium initiative pulls together best-in-class online event design, influencer marketing and media rich interactive content formats to create an immersive online event experience powered by the ON24 Platform.

The Podium initiative has an ambitious set of principles and goals:

  • To create the next generation of immersive digital event experiences
  • To replicate the theatre and excitement of physical events
  • To design data driven digital experiences that feel more human
  • To scale the engagement of in-person events to a much wider audience

This initiative is consistent with a growing trend for complimentary providers to work together to create agile, best-in-class solutions that address the fast-changing and unprecedented needs of business.

Tessa Barron, ON24 VP of Marketing, commented: "Our mission at ON24 is to help businesses transform their marketing into an experience their audience demands. And, we know that realising that vision takes more than technology. Through innovative service offerings like Podium, we hope to help companies successfully bridge the physical-to-digital event divide, now and in the future."

The Crocodile’s Managing Director, Jason Talbot, adds: "In the blink of an eye the world changed. It’s forced many of us to confront digital experience gaps that exist across many organisations. By breaking down silos and collaborating we’ve created Podium – immersive event design with craft, theatre, connected data and digital scale as a viable alternative to physical events in 2020 and onwards."

Tim Williams, CEO Onalytica: "Physical events create spikes of social media engagement, but brands have historically struggled to build and sustain dialogue and engagement pre- and post-event. Integrating internal and external influencers in the promotion of events drives an 8-week audience engagement cycle, improves the quality of events and creates inspiring content assets that can be used in the sales cycle throughout the year."

Nick Mason, CEO Turtl: "I’m very excited for Turtl to be part of Podium. In the present climate, the ability to deliver amazing digital events is an absolute must and Podium will be leading the way with best-of-breed technologies for every step of the digital event experience."

Visit Podium website.

Gold – Best Demand Generation

This really is a story of winning through true collaboration. It features a fantastically talented and committed client team, Tom Holland from Tempo, and our own multi-discipline team. Together we took Gold for Best Demand Generation at this year’s Drum B2B Awards in New York.

AppDynamics is one of the fastest-growing software companies of all time. With a clear vision and an ambitious team committed to delivering world-class customer experience, they’ve developed a market-leading technology solution built around the needs of their users.

These core values then shaped the next stage of AppDynamics’ journey: the development of a truly customer-centric approach to brand marketing. It celebrated their customers, and the individuals, or ‘agents’ driving digital transformation.

Agents of Transformation is a global, integrated brand and thought leadership campaign recognising the visionary, ambitious technologists shaping a better future for their organisations. Delivered exclusively through owned and earned channels, the impact of the campaign has been remarkable.

In just six months, the campaign has influenced or accelerated a multi-million pound pipeline, with closed/won business to date delivering a 383x ROI.

Great collaboration. Great work. Great results.

CX Shorts: Let’s talk tech

Next in our CX shorts series, we’re diving straight into one of the key buzzwords around CX: tech. So, who better to talk to than Charlotte Kennett, Global Customer Marketing Manager at Blue Prism, Robotic Process Automation (RPA) provider?

Charlotte has picked up on a key stumbling block in CX: many B2B brands are starting to talk the talk, but few are walking the walk. It’s something the industry is famous for. And for her, tech is the way to fix that.

Take a look at our first CX short, where we hear from Sylvia Jensen about the end goal for a good CX strategy. Look out for our next short coming next week!

CX Shorts: The end goal

The first in our series of CX shorts, we’re asking marketers what good CX means to them and (because true end-to-end CX is a tough ask) how the industry can get there.

After our first #IAMCX event, Sylvia Jensen, VP of EMEA Marketing at Acquia talks about the end goal of a CX strategy. ‘Loyalty’ is the obvious answer, but Sylvia believes there’s a higher goal.

2018 is the year of personalisation

There is new (and huge) potential in personalising our approach to marketing. It increases efficiency and lowers costs, and here at The Crocodile we’re pushing to make B2B marketing personal.

It’s about change, it’s about data, it’s about platforms, but above all it’s about people: fostering real connections and putting the customers back into the very centre of your marketing efforts.

The benefits are obvious. Yet it’s a hugely under-utilised approach – it seems the wave of mass-adoption for B2B brands is still to come. Which means now is the perfect time to rethink your strategy.

The opportunity to expand and make the most of marketing spend is there. For some help getting your strategy off the ground, take a look at our guide. We’ll start you on the road to a truly customer-centric way of thinking, and talk you through a more conversational approach to digital marketing.

Click here to download our personalisation guide

A bloody good customer journey

Our Head of Customer Engagement, Matt Garisch, describes his recent experience of giving blood.

Sat planning my next tattoo, I suddenly found myself focussing on a rather different type of needle, and considering giving something back instead – by donating blood.

It’s not every day that an organisation makes me stop and re-evaluate my life choices. In this instance, it was the NHS’s Give Blood appeal.

Somewhere, somebody customer obsessed, thought about how to get people to donate, and keep them coming back for more, by using a clever mix of channels, technology, and a focus on customer experience to evoke an internal conversation in the recipient – in this case me!

Everything from the booking process online, the Give Blood app, the experience in the donation centre, and the follow-up (which was the thought-provoking icing on the cake for me), altogether created an awe-inspiring customer experience. They did their job so well, that it made my behaviour, dare I say it, predictable!

Here’s the journey they took me on:

  1. I decided I wanted to donate – so downloaded the app via a link in a tweet by the Give Blood appeal.
  2. I was offered a convenient appointment – signing up with no fuss.
  3. The experience on the day was great – the waiting room wasn’t full of awkward Londoner strangers, catching each other’s eye and quickly looking away. On the contrary, there was a feeling of camaraderie amongst us.
  4. I left feeling happy – I’d done a great thing and was proud of myself.
  5. I received a thank you message – an unexpected text message thanking me for donating, stating that my blood type would be updated on the app, along with my next potential date to donate.

And, I assumed that would be it…

However, about two weeks later, I got a further text from the service. My blood had been given to a named London hospital that day – wow!

Now, it may not be much, but that last message stopped me in my tracks. It had instantly made the whole process real for some reason. Donating is not something I did a few weeks ago, but now that I knew that it was actually being put to some use, and I knew whereabouts, this immediately created a flurry of internal dialogue around my choices of whether to donate again in future.

How is this relevant to B2B?

Often when we talk about customer journeys, it’s usually a straight line on a diagram which leads to some positive benefit for your organisation. The flaw (as it is with most things in this world) is the human element. You cannot predict, or encourage, the reaction you get from someone. Or can you?

Customer journeys do not begin with web pages, events (virtual or physical), emails, or social channels. They start in the mind, beginning with a conversation as a person works through a problem.

Have you thought about the conversation you want your customer to have when they are not engaging with your brand? Customer analytics platforms like Thunderhead and Kitewheel can show you the path, and (much like ABM theory and frameworks) they are useless, unless you look at how you fundamentally influence the decision-making process. Through using multiple channels that manage the ongoing conversation, you can minimise the chance variable in the decision tree.

And how can you break through the noise to positively influence their decision? Well, 97% of decision-makers say they have a preferred vendor before they go into a pitch process, according to a new study entitled Group. Mind. Set. How Group Dynamics Impact Business Decisions – conducted by B2B Marketing.

The point of the journey

Customer journeys are not a straight line. Spanning multiple channels, they start way before you have intentionally turned your marketing sights on them.

So, if my experience is anything to go by, and the journey I’ve been on influenced the chance variable in my internal dialogue, the stage has already been set, and I have made 92% of my decision already.

Only time will tell what the most likely conclusion will be. Let’s connect and I’ll let you know the outcome.

Love them or hate them? New social features to boost your brand into 2018

Popular opinions are sharply divided on many of the big changes and happenings during 2017 in social media. Influencer marketing rocketed, and fake news was fought by Facebook. But what are the major developments of the past year in social platform capabilities that marketers should be aware of? Let’s take a look…

Instagram: Polls, filters and influencers

In 2017, social photo sharing platform Instagram went Face Filter crazy – in a game of catch-up with rival Snapchat. Instagram also enabled users to save and bookmark favourite photos, create multiple-photo posts, and added new desktop functionality. With this constant evolution, Instagram’s popularity continues to grow at a rapid rate, predicted to reach 1 billion users in 2018.

But even more interesting from a B2B perspective, Instagram’s new Business Profiles – its equivalent to parent company Facebook’s Pages – are now being used by more than 25 million marketers. With a handy ‘Contact Us’ button on the profiles, plus invaluable in-depth analytics about the number of impressions and unique reach that each post achieves, it’s no surprise that businesses want a slice of the action, with 80% of Instagram’s 800 million users now following at least one business account.

Influencer marketing is exploding right now on Instagram. Brands of all sizes are forming both paid and unpaid partnerships with influencers to spread their message. In the spirit of enhanced transparency – and with the added benefit of bringing even more credibility to influencer marketing – Instagram rolled out a ‘Paid Partnership With’ tag in June 2017 for posts and Stories.

This year also saw Instagram Stories celebrating its first birthday by adding an interactive poll function – so your brand can now ask customers topical questions and easily share the results. It’s a great way to add more interaction to your Instagram visual storytelling.

Facebook: Smarter Stories, plus more Live and 360° video

Facebook created its own Stories function in 2017 and then rolled out an option to link Instagram Stories to Facebook Stories. The big news for business was that Facebook Stories also opened up to include Pages, allowing brands a new useful marketing tool.

Facebook 360 was also launched in 2017. Over 25 million 360-degree photos have now been posted on Facebook, plus 1 million immersive 360-degree videos.

Pushing forward with Facebook Live this year, it became possible to start broadcasting directly from your laptop or desktop computer, and to add comments to your live broadcasts. A great tool for PR, and experiential events, The Crocodile has used Facebook Live with a number of clients this year, including Volvo Construction Equipment, Swatch, and B2B Marketing – with exceptional results!

Twitter: Character-building experiences

In 2017, Twitter turned eleven years old – and decided it was time for an interface makeover, such as turning square profile pictures into circles and repositioning tabs, toolbars and sidebars.

The update was mostly cosmetic.

However, 2017’s big development on Twitter was the increased character allowance for each tweet – from 140 to 280 characters. This was a major long-awaited change for consumers and brands alike, and probably one of the biggest social media news items of 2017. The move followed criticism that it was not easy enough to tweet, and was seen as part of Twitter’s masterplan to attract new users, increase growth and compete with other social platforms. While Twitter currently has 330 million active users, this is a relatively small user-base – Instagram has 800 million, and Facebook over 2 billion users.

The good news for marketers? While it’s still early days, some preliminary research indicates that tweets longer than 140 characters get more engagement. Analytics company SocialFlow has reported that people are liking and retweeting longer tweets almost two-times more than shorter ones.

LinkedIn: Generating leads and leading generations

The big LinkedIn news for B2B this year was the introduction of Lead Generation Forms, allowing users to opt-in to your offer with just one click. According to, AdWeek: “marketers have reported that using the lead gen forms have helped lower their average cost per lead by more than 20%”.

Another major step forward for LinkedIn was the rolling out of native video capabilities this year, allowing B2B marketers the chance to stream live video to a professional audience.

The Crocodile was an early adopter, joining the LinkedIn closed video beta trial for client the London Stock Exchange Group.

All in all, 2017 has been an exciting year for social media, and an interesting time for B2B social marketing. Keep your eyes peeled for our next blog – about hot topics to watch out for in social media in 2018.

No prizes for second place…

Turns out that’s not quite true. This year team Standard Life and The Crocodile scooped ‘Runner Up’ trophies for our ‘Step Ahead With Confidence’ SME workplace pensions campaign at both the B2B Marketing Awards and the Social Buzz Awards.

At the B2B Marketing Awards we won silver in the ‘Best B2B Lead Generation and Nurture’ category and at this year’s Social Buzz Awards, we were runners up in the ‘Best B2B Social Media Campaign’ category.

Truth is, we don’t rate coming second and as much as we like to see a new trophy in the boardroom, silver isn’t good enough. It is however industry recognition that collectively our thinking, craft and execution are up there with the very best in key categories.

You can expect us to find another gear in 2018 as we push for the top spot. Game on!

Jason Talbot
Managing Director

Croc Robyn up for WIM Award

The Crocodile’s Head of Social Media, Robyn Pierce, has been nominated for a Women In Marketing Award. The award for Contribution to Marketing recognises women who have contributed significantly to marketing as a result of the work they have achieved for their organisation or for the industry as a whole.

Robyn is arguably one of the most accomplished social media practitioners in the UK. She has built The Crocodile’s social media division from scratch, fulfilling her role as an entrepreneurial, commercially accountable department head in a busy agency, and in the process building an enviable roster of global clients.

“I’m very fortunate to work with a lot of talented people – both agency and client side,” says Robyn. “WIM provides an important source of support and inspiration for women in the profession and I’m excited to join their ranks.”

Commenting on the nomination, The Crocodile’s managing director, Jason Talbot, adds: “Being an early pioneer of B2B social has given Robyn a unique perspective. She’s passionate not just about the techniques and technologies, but about challenging perceptions and evangelising the possibilities.”

The WIM Awards ceremony takes place on Thursday, 16th November 2017 in Soho, London.

Taking digital experience to the next level

We are delighted to welcome Shimpei Okumura to our gang. He joins us from John Brown Media as Digital Art Director, having built a fantastic portfolio across fashion, lifestyle and finance brands.

This strategic appointment looks to boost our digital design team as the agency continues to push the importance of great digital experiences in the B2B industry.

Chris Tongeman, Creative Director at The Crocodile says: “In B2B there is no shortage of content being created, but what is often lacking is the craft and finesse skills required to take something to the next level and differentiate through the quality of experience. Shimpei will be a great addition to our talented team as we look to create higher value conversations with our clients’ customers.”