• by Fern Siegel , April 9, 2025

B2B marketing agency Transmission debuted its new marketing capability: Brand Storytelling.

The agency believes B2B marketing is overdue for a shake-up. Brand Storytelling anticipates shifts in B2B audience behavior, away from purchase-driven to a focus on brand stories driving business growth.

The capability will be led internally by Ricky Abbott, Transmission president, David Reid, vice president, global growth, and Heather Barrett, senior director of strategy and planning. External advisory partners include Story + Strategy, a storytelling consultancy, and Sub Genre, a strategy firm.

Brand clients utilizing the new capacity include Qualcomm and Qlik. Specific projects will be announced soon. Another existing Transmission client, IdeaGen, commissioned the agency to create a branded content series for Nottingham Forest, a legacy U.K. soccer club. The creative is here.

The new team is also producing a short film documentary set to premiere at Cannes, highlighting a key moment in pop culture and enterprise tech told by global CMO and developing a three-part short film series underwritten by a global tech brand, slated for late 2025.

“Audience behaviors and the places buyers consume media are changing, the rapid emergence of AI has increased brand importance, and, now more than ever, intersecting brand to demand with human connection is paramount,” said Ricky Abbott, Transmission president.

The hook is one-stop shopping for clients, with media, creative, strategy and account teams directly aligned with distribution and entertainment pros.

“We’re already elevating customer stories, developing original IP, creating branded content and executing smart brand integrations. Now we’re adding educational roadshows, story sourcing and development to the mix,” said Reid.

Earlier this year, Transmission acquired Earnest, a B2B marketing agency with outposts in London and New York.