B-to-B Agency Doremus+Co Shifts Focus to Creativity With New President Sarah Lent

The Omnicom shop is expanding its offerings in content and social

Learn the ins, outs, dos and don’ts of creator marketing at Social Media Week Europe this 10–11 October in London. Register for your in-person or virtual pass.

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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