Worldcom OOH at Futureready Global B2B Brand Summit of the IAA - International Advertising Association

Nov. 18, 2024

Worldcom OOH, a global company specializing in Out-of-Home (OOH) advertising, participated in Futuready, the 3rd Global B2B Brand Summit by the International Advertising Association (IAA), held recently in London. As an IAA member since early 2024, Worldcom OOH joins the association's objectives, reaffirming its commitment to advancing B2B marketing internationally and guiding its clients through the transformations that are redefining the industry. Representing the company, Valentín Bueno, Global CEO of Worldcom OOH, and Jonathan Mark, Managing Director of Worldcom OOH for the United States and Canada, attended the two-day event and actively participated in the IAA Board's Executive Committee meeting.

Valentin Bueno, Global CEO of Worldcom OOH said:

“Participating in the Futuready Summit allowed us to connect with other industry leaders and dive into the innovations shaping the course of B2B marketing worldwide. This gathering provides invaluable insights for us to continue delivering effective, market-responsive solutions.”

 

During the two days of conferences, key topics for the future of B2B marketing were discussed. One major focus was the need for innovation in marketing strategies to address generational and cultural shifts impacting B2B buyer behavior. Panelists from companies such as LinkedIn, Bain & Company, and WARC presented studies on B2B buyer behavior, highlighting the importance of data-driven approaches for more accurate and relevant strategies.

Another prominent topic was sustainability and how B2B companies can incorporate it into their value propositions. Leaders from companies like Google Cloud and The Wall Street Journal emphasized the importance of adapting to change and maintaining authentic communication that strengthens connections with audiences, from investment validation to brand-building during times of transformation.

Valentin Bueno concluded:

“Creativity was highlighted as an essential tool to capture attention in an increasingly competitive and sophisticated environment, allowing B2B brands to stand out and create meaningful connections with business audiences. At Worldcom OOH, we will continue enhancing this knowledge to provide our clients with efficient strategies aligned with the business goals of each brand that chooses us, reaffirming our position as leaders in the global Out-of-Home advertising ecosystem.”