B2B

LinkedIn Is Now Allowing Marketers to Target Ads at Specific Companies

LinkedIn is now letting businesses target ads based on companies they're actually trying to sell to. On Tuesday, the company announced that marketers running native ads through Sponsored Updates or Sponsored InMail campaigns can target user profiles based on a list of companies they want to reach with specific products or other sales.

Capitalist Trappings Are Slow to Come to Cuba

This week America takes another step toward normalizing relations with Cuba as it reopens embassies on the Caribbean's largest island. While the U.S. embargo remains in place, barring the business activities of domestic companies, foreign players have had more freedom in anticipating economic opportunities if and when Cuba's state-controlled economy opens up.

UPS Is About Way More Than Just Shipping Boxes in Its Heady New Global Push

UPS knows you've got problems, and it wants to help. The shipping service is repositioning itself as a business-to-business solution for companies with logistical considerations trickier than just picking up and dropping off boxes. To that end, a new global campaign from Ogilvy & Mather debuts the tagline "United Problem Solvers" (because abbreviations can be puns too, see?). The debut ad essentially calls on viewers to bring UPS their stickiest package delivery issues, while a montage of action shots shows examples of how the company is working behind-the-scenes in of-the-moment industries. That means making sure medicine is transported at the right temperatures, and offbeat companies like paramotor manufacturers get the parts they need, and artisanal, fragile products arrive where they're going in one piece. 

LinkedIn Buys Business Ad Tech Player for $175 Million

LinkedIn has purchased business-to-business digital advertising company Bizo for $175 million.

Construction Machines Play Jenga With 600-Pound Blocks

In this two-minute clip from Ogilvy & Mather in New York, five Caterpillar machines play a giant game of Jenga using 600-pound wooden blocks, as I'm sure they often do at real construction sites all over the world.

Some B-to-B Brands Make Strides in Social Media

It’s hard to find social media standouts among business-to-business brands. In many cases, they’re playing catch-up to their more social consumer cousins. Still, Vivaldi Partners Group identified six in a new report that urges B2B players to embrace social, blogs and online video.