The Association of Business to Business Agencies was primarily established to communicate the necessity of using a B2B specialist agency for B2B work. That need is now widely understood and the industry has been in a period of growth for some time now. ABBA needed to define its purpose and position for the future B2B world.
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 We put it simply: ABBA is the gardener of B2B. When the B2B tree needs care and attention, ABBA tends to its changing needs. Research indicated a common misconception about the creative quality of B2B work – an issue that ABBA chose to confront with its own identity and lead the change. Is perception changing? You've had a look around our site – what do you think?  |
