After an intense fortnight of voting across four competitive rounds, we are thrilled to announce that our campaign with Workbooks CRM has been crowned Marketing Week’s ‘Best Campaign of 2024’ – a title decided by the publication’s readers.

Our bold campaign, ‘The No BS CRM,’ created for the B2B CRM software firm, triumphed over the British Heart Foundation’s impactful ‘Streams of (un)consciousness’ in the final round. Along the way, we faced tough competition from iconic brands including Coca-Cola, Elf Beauty, Specsavers, and John Lewis, all of which were shortlisted among Marketing Week’s top campaigns of the year.

Campaign insight and execution

‘The No BS CRM’ campaign was inspired by in-depth customer research that unearthed common frustrations with existing CRM solutions. Medium-sized businesses were looking for an alternative—something simpler, more honest, and truly effective.

Collaborating with Workbooks CRM, the Hallam team crafted a direct and disruptive campaign centered around the firm’s bold ‘No Bullshit’ ethos. From script to storyboard, the campaign’s messaging permeated Workbooks’ product pages and homepage, tackling customer pain points head-on with refreshing honesty and clarity.

Workbooks’ CMO, Dan Roche, spoke to Marketing Week about the challenges the company faced in differentiating itself in a crowded market.

“We don’t have any competitive differentiator in terms of our product marketing,” he said. “We believe our product is better, but there’s so much noise in the market that it’s very hard to cut through. This campaign had to deliver an emotionally resonant message that positioned us in a way customers could truly connect with.”

A shared vision for bravery in B2B marketing

Reflecting on the campaign’s success, Hallam’s Creative Director, Francis Williams, shared:

“Bravery in B2B marketing is all too rare, so we’re incredibly proud to see our work with Workbooks recognised at this level. In such a saturated market, we set out to create something that stood out in a sea of sameness, with messaging that truly resonates and has an impact on its customers. This recognition signals that we’re on the right path. I’m excited to see what else we can achieve together.”

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