Transmission, the world’s largest independent B2B marketing agency, has officially launched a powerful new offering: Brand Storytelling—a strategic capability designed to help brands build deeper, long-term connections with audiences as B2B marketing evolves beyond transactional messaging. This move comes in response to a broader shift in buyer behavior, as audiences increasingly prioritize emotional connection and brand relevance over product-driven interactions.
The unveiling of Brand Storytelling follows Transmission’s recent acquisition of Earnest, an award-winning B2B agency known for its creative excellence. With Earnest now part of the Transmission family, the agency strengthens its ability to deliver impactful brand-to-demand programs at scale across EMEA, the US, and global markets.
“We’re leveraging storytelling as a critical advantage for our clients because audience behaviors and the places buyers consume media are changing,” said Ricky Abbott, Transmission President. “The rapid emergence of AI has increased brand importance, and, now more than ever, intersecting brand to demand with human connection is paramount.”
Brand Storytelling is positioned to serve as a strategic growth engine, integrating narrative-driven formats across every stage of the customer journey. From short-form branded content to serialized storytelling through podcasts, editorial, and video formats, the new capability is set to reshape how B2B organizations connect with and convert audiences.
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The initiative will be spearheaded internally by Abbott, alongside David Reid, VP, Global Growth, and Heather Barrett, Sr. Director of Strategy and Planning. They’ll also be supported by advisory partnerships with Story + Strategy and Sub Genre, bringing deeper expertise in narrative design and entertainment-inspired content.
“We’ve adopted a first-mover mindset to execute a bold vision by building the first fully integrated B2B brand storytelling consortium,” explained Reid. “Transmission is embracing everything that story can touch including shows, podcasts, film, editorial, creators and branded content by applying an entire solution set with storytelling at the core. There’s nothing else like it out there in B2B.”
With B2B buyers consuming content across increasingly diverse platforms—and AI disrupting traditional marketing funnel dynamics—Transmission’s new storytelling capability helps clients stand out in noisy markets, drive emotional relevance, and establish lasting brand preference.