"Becoming emotional is a very rational decision" - Marc Strolz on B2B communication in transition
At the IAA Swiss Leaders Dinner in Cannes, Marc Strolz, Senior VP of Digital Sales and Marketing at Kühne + Nagel, spoke with m&k about his insights from Cannes, the value of IAA membership, and the new emphasis on emotion in B2B brand management.
B2B Summit as a source of knowledge
For Strolz, the most formative experience during Cannes Lions was probably the B2B Summit, which was held for the first time. The exchange with other CMOs inspired him. "Everyone is in the same boat," he realized. The shared challenges led to an open dialog at eye level - a real added value for Strolz.
Why Kuehne + Nagel is at the IAA
Kuehne + Nagel has been a member of the International Advertising Association (IAA) for a year now. Strolz describes the motives with two key words: exchange and industry understanding. The Group wants to learn - from other brands, but also from the dynamics of the advertising industry as a whole. Especially at a time when brand presence is gaining in strategic importance. "The IAA is a very good forum for learning from other brands that are constantly reinventing themselves," says Strolz. The aim is to develop a clear brand story - and to communicate this credibly to the outside world.
Brand communication 2025: more emotional, more human, more relevant
One of the most important insights that Strolz takes away from Cannes: Performance marketing alone is no longer enough. In addition to efficiency, relevance is needed above all - and this is created through emotionality. "Becoming emotional is a very rational decision," says Strolz - and hits a nerve. In the B2B sector in particular, the future will be about making brands more human and telling stories that convey more than just functionality.
