At MAD//Fest London 2025, Lydia Oakes, MD at Bluestripe Communications, along with Paul Wright, Head of Advertising EMEA at Uber Advertising, put on a masterclass in making B2B more effective, creative and powerful in delivering results to the bottom line.
Moderated by New Digital Age’s editor-in-chief Justin Pearse, the session titled “PR is Boring. Stop It! showed how and why B2B communications can be dynamic, creative and central to marketing strategy.
B2B PR isn’t boring, you’re doing it wrong
Lydia Oakes opened by challenging the narrow view of PR as just media relations. “PR goes far beyond that. It encompasses your brand reputation, stakeholder engagement, your prospects, new business and partners. It’s what makes the organisations we all represent grow, build and succeed.”
Paul Wright agreed, noting how the field has matured. “When I first started using PR, it was about sticking a logo somewhere and sending out a press release. That was it. Today, it’s far more complex, and by definition, less boring.
If it’s not humanised and personal, it won’t cut through.”
Fun and creativity in B2B
Oakes argued that B2B PR can and should take inspiration from the creative flair often associated with B2C.
“Fun is something you don’t automatically think of with B2B PR, but it shouldn’t be underestimated. We’re still dealing with individuals. A B2B audience still wants something engaging that keeps their interest.”
She highlighted that creative thinking, beyond press releases, is crucial in getting the attention of stakeholders, from journalists to prospects.
“Humour, surprise and boldness all have a place in B2B campaigns. The value of thinking creatively shouldn’t be ignored.”
Wright shared how Uber Advertising is applying that principle in practice. At Cannes, the team handed out branded pizzas outside the iconic Gutter Bar. “It was simple, human and very on-brand, Uber Eats delivers pizza, and we delivered it when people needed it most. People still come up to me at events and say they loved the pizza. That’s real connection, and it sticks.”
The human side of media relations
Both panellists emphasised the critical role of personal relationships with journalists, especially in a time of shrinking newsrooms and increasing automation.
“We’ve got out of the habit of picking up the phone,” said Oakes. “But journalists will answer. They like that you’re not an AI voice, and they value relevance, timeliness and opinionated content.
If you provide them with something useful, they’ll respond.”
Wright added, “It’s tough to carve out time for those connections, especially when you’re not in a comms role day-to-day, but it’s worth it. Journalists appreciate real conversations, and those relationships give context and cut through.”
Owned media and brand storytelling
The conversation also explored the growing importance of owned media within the B2B communications mix. Oakes highlighted its potential to drive depth and narrative control.
“Owned media lets you go deeper. You can express your opinion, explore a theme and take a position. For example, we helped News UK launch an online publication called The Map, which redefined how they were seen in the market.”
Wright spoke about Uber’s use of its own platform to showcase its advertising solutions. “When people take an Uber to MAD//Fest, they see our ads in the app. It’s a perfect demonstration of how our product works. We’ve even had advertisers asking if they can do the same.
It’s simple, but it works.”
Proving PR’s value to the business
Measuring PR’s impact remains a challenge, but both speakers shared practical approaches for tying communications to business results.
Oakes acknowledged that while PR can be less tangible than advertising, it plays a crucial top-of-funnel role. “At the start of any engagement, we ask what metrics matter most to the client. That might be reach, share of voice, or even brand awareness studies repeated over time.”
Wright described how Uber tracks PR performance around key events. “We wrap PR and marketing around MAD//Fest, Cannes, and others.
“We’ve seen direct correlation between PR activities and platform bookings. It proves the value when you track it carefully.”
Campaigns that connect
When asked to name their favourite B2B campaign, for Wright, the Uber pizza campaign remains a favorite. “It works. It connects. And it’s fun. People remember it and talk about it.”
Oakes cited Bluestripe’s Meet the Revolutionaries campaign for LiveRamp. “It brought together industry influencers for interviews and events. It’s now in its third year and continues to deliver awareness and results.”
She also applauded Canva’s recent outdoor campaign for its humour and human touch. “It’s a great example of B2B marketing being impactful and memorable.”
Final thoughts
The panel left no doubt: B2B PR is far from boring. In fact, when done well, it’s one of the most powerful tools a business can use to build awareness, drive credibility, and deliver commercial impact. The secret lies in human connection, strategic creativity and understanding what really resonates with audiences.
As Oakes concluded, “We’re all still people. Whether it’s enterprise software or pizza delivery, we respond to stories, humour and relevance. That’s where B2B PR shines.”
*Bluestripe Communications is owned by Bluestripe Group, the owner of NDA.
