Manchester-based BDB Global has appointed experienced B2B creative leader Alex Webb as Executive Creative Director following a series of recent client wins.
The agency said the appointment comes amid growing demand from technical B2B brands looking to stand out in increasingly crowded markets, particularly as AI-generated content becomes more widespread.
Webb joins the agency with experience across a number of specialist B2B agencies including IAS b2b Marketing, Fifth Ring and Stein IAS, where he previously held senior creative leadership roles including Chief Creative Officer.
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In 2024, he was also named to the inaugural Creative B2B jury at Eurobest.
Matt Smith, CEO at BDB Global, said: “We’re absolutely delighted to welcome a creative leader of Alex’s calibre. He has a rare ability to combine big conceptual thinking with the precision needed to make creative work commercially effective in complex markets.
“Alex will play a pivotal role in supercharging our offering, working alongside Jon Aldridge, our Creative Director, and the wider creative team to help clients achieve more impact in sectors where distinctiveness really matters.”
The appointment forms part of a wider investment in the agency’s strategic and creative capabilities across sectors including food, nutrition, pharma, personal care and advanced materials.
BDB also cited its own recent research, which found that 64% of B2B marketers in the global food and nutritional ingredients market see brand differentiation as a major challenge, while almost half struggle to find agencies that combine technical expertise with strong creative thinking.
Webb added: “I’m hugely excited to be joining the team at BDB. The agency has an exceptional reputation in complex technical sectors and a real appetite to raise the bar for what B2B creative can be.
“There’s a massive opportunity right now for B2B brands to move beyond the expected, the generic and the AI-generated middle ground. BDB is brilliantly placed to help clients do exactly that.”
BDB Global operates from offices in Altrincham, Manchester and Milan, providing services spanning strategy, creative, PR, media relations, digital, exhibitions and integrated campaign delivery.
