Shifts in buyer behaviour are forcing B2B marketers to rethink how they drive growth, as increasingly complex decision-making processes slow purchasing and raise the stakes for engagement.

VML’s REWIRE ’26: The 15 Disrupting Forces Reshaping B2B report examines how these changes, alongside advances in technology and customer experience, are redefining marketing’s role in business-to-business markets.

The findings position buyer indecision, not competitive pressure, as the main constraint on growth. Larger buying groups and heightened risk sensitivity are making consensus harder to achieve, pushing marketing teams to focus on building trust and confidence rather than simply generating demand.

The implication is clear: B2B marketing must rewire itself around reducing buyer uncertainty-through strategy, brand experience, data/AI integration, and sales enablement. Sustainable growth belongs to the confidence-builders, not the loudest sellers.

Campaigns of the week

Expedia has announced a global partnership with creator IShowSpeed, naming the influencer as its official travel partner in a campaign aimed at younger audiences.

Plenitude has introduced Dark Mode Ads, a digital advertising approach developed with creative agency LePub and its innovation unit LeGarage, aimed at reducing the energy consumption of digital advertising.

Lacoste has launched a new campaign that reinforces its connection to tennis, presenting the sport as a broader expression of style, movement and everyday life.

Agencies and accounts

Farmers Insurance has appointed Dentsu Creative as its creative agency of record, assigning the agency responsibility for brand, performance, social and sponsorship creative across all channels.

5WPR has been appointed agency of record for personal care brand EDJY, taking responsibility for strategic communications as the company expands its presence in the nail grooming category.

Bartle Bogle Hegarty (BBH) has been appointed as the creative agency for Hitachi Ltd.’s global brand campaign, Inspire the next, following a competitive pitch process.

Partnerships and acquistions

Keller Williams Realty, the global real estate franchise, has acquired Michael Lewis Marketing Suite, bringing a long-standing partner fully into its operations to strengthen marketing support for affiliated agents and brokerages.

WPP has secured the consolidated global creative and production account for Henkel Consumer Brands, extending its relationship with the company across major brands.

VIOOH has partnered with WE OOH to expand programmatic access to premium digital out-of-home inventory across Brazil, strengthening its presence in Latin America.

Other major news of the week

Heineken has opened its Business Services India centre in Hyderabad, expanding its global network of hubs as part of its EverGreen 2030 strategy.

Omnicom reported revenue growth and higher adjusted earnings for the first quarter of 2026, supported by its expanded capabilities following the integration of The Interpublic Group of Companies.

Volkswagen Group Africa has brought together more than 1,500 employees at its Plant Kariega facility to recreate the brand’s historic “VW You and Me” campaign, forming a human version of the Volkswagen logo as part of its 75th anniversary activities in South Africa.

Bob Koigi is the editor-in-chief of Marketing Report.One

Follow Marketing Report on LinkedIn