Opinions, best practices and research into B2B marketing strategy and practices

BBN wins international assignment with Yokogawa

Photo of Tokyo international collaboration demand generation

BBN, the world’s second-largest international B2B marcomms agency, is pleased to announce it has been selected by Yokogawa to develop and execute a demand generation marketing campaign in the Asia Pacific (APac) and North America regions.

The initial engagement will see three BBN partners, ImpactM of Japan (lead agency), GetIT Comms of Singapore and Fifth Ring (UK and US), combining forces to manage the initial phases of the campaign.

“We are very pleased to have been selected by Yokogawa to work with them on this campaign from Japan to the rest of the world,” said Kennosuke Saito, General Manager, BBN Japan, ImpactM. “Yokogawa is a well-known global company and we feel BBN’s approach to managing their campaign is a great fit.”

While financial details of the deal are not being released, BBN is working with Yokogawa to develop the demand generation campaign strategy, development of creative, targeting tactics and supporting media buy.

“The key benefit for us to work with an organisation such as BBN is they can provide a B2B marketing team with a flexible, global structure that is seamlessly disseminated to the regional or local level,” said Osamu Setoguchi, General Manager, Integrated Communications Center at Yokogawa. “Through our partnership with BBN, we have an opportunity to reimagine how we manage global marketing communications projects with a team that is truly collaborative and passionate about marketing.”

BBN is an agency-owned organisation and every agency-partner is an equity shareholder—all sharing the same genuine passion for B2B. For nearly three decades, agencies across the globe have worked together to develop and utilise a highly-effective, uniform and structured approach to brand strategy, marketing and creativity.

“We are very pleased to see this opportunity come together for our partners in the APac region,” said Annette Fernandes-Poyser, Executive Director, BBN. “While regional economic growth is expected to slow slightly in the coming years, APac is still expected to maintain a robust growth rate compared to other regions in the world, that is why BBN APac’s regional partners collaborate to help international clients and partners better understand Asia. In doing so, companies can more effectively market their products and services in and out of the countries that make up the region.

Learn more about BBN partners around the world.


About Yokogawa

Founded in 1915, Yokogawa engages in broad-ranging activities in the areas of measurement, control, and information. The industrial automation business provides vital products, services, and solutions to a diverse range of process industries including oil, chemicals, natural gas, power, iron and steel, and pulp and paper. With the life innovation business, the company aims to radically improve productivity across the pharmaceutical and food industry value chains. The test & measurement, aviation, and other businesses continue to provide essential instruments and equipment with industry-leading precision and reliability. Yokogawa co-innovates with its customers through a global network of 113 companies spanning 61 countries, generating US$3.8 billion in sales in FY2017. For more information, please visit www.yokogawa.com.

The names of corporations, organizations, products, services, and logos herein are either registered trademarks or trademarks of Yokogawa Electric Corporation or their respective holders.

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cylindr BBN

cylindr BBN is the content marketing specialist that helps B2B companies tell their story to the world. We love getting geeky with technical details, but we recognize that making meaningful, trusted connections with people comes first. As part of BBN – the world’s B2B agency, we develop creative concepts and content, build brands strategically and deliver innovative content that addresses a wide range of business challenges for B2B clients.