Result · 17 Sept 2026
Mashreq Masterclass (part of The Art of Not Selling) wins B2B at The Marketing Society GCC Awards 2026
The Art of Not Selling, for Mashreq Bank, won in B2B at The Marketing Society GCC Awards 2026.
Mashreq Masterclass (part of The Art of Not Selling), made by Almost Impossible for Mashreq, won B2B at The Marketing Society GCC Awards 2026.
The story
The Marketing Society announced the winners at its 4th GCC Awards ceremony on 17 September 2026, at the Mandarin Oriental, Jumeira. The entry was submitted by Mashreq Bank and Almost Impossible. It was shortlisted on 29 June 2026.
The campaign is a series of unscripted conversations between CFOs and financial decision-makers, made to reach corporate banking buyers who rarely respond to advertising. Over six months it recorded 12M video views and 11K+ poll interactions. The case study has the full account.
Proof
A great example of B2B marketing that puts the customer journey at the heart of the idea.
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