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Havas and StackAdapt take new B2B research on tour, kicking off September 10 in London
Ledger Bennett, a Havas company, and StackAdapt are taking new B2B marketing research on the road. The new data shows why marketers need to rethink how they brief, evaluate, and measure in an AI world
The Havas x StackAdapt B2B research tour launches September 10 at Havas Village London. Built in partnership with StackAdapt and Ledger Bennett, and grounded in research from NewtonX, the session is designed for senior B2B marketers rethinking how they brief, evaluate, and measure in an increasingly complex marketing environment.
Seats are limited. Register your interest here: Havas x StackAdapt London Event
The London kickoff features a keynote from Ledger Bennett and StackAdapt, a client-side panel discussion, an extended Q&A, and a networking reception. It’s invitation-only and built for a senior audience: decision-makers and practitioners evaluating agency, media, AI, and measurement strategy.
The research behind it
NewtonX fielded a survey of 426 senior B2B marketers across North America, the UK, and APAC. The topline finding: 77% of B2B marketers say the AI scrutiny built into their own RFPs is inadequate. There’s more where that came from. More than 60% say their RFP process still can’t separate real AI capability from vendor hype, and only 23% evaluate AI claims against any defined criteria. On the measurement side, 63% can’t track performance across channels despite having clear KPIs, and 76% are now juggling six or more ad platforms — with 59% still combining that reporting by hand.
Where the insights go next
London is just the first stop. The findings travel next to a StackAdapt-hosted webinar in Frankfurt on October 14, then take the stage at The Drum’s B2B World Fest on November 9 — putting the research in front of one of the industry’s biggest B2B audiences.
Save your seat
London on September 10 is the flagship stop in what’s shaping up to be a genuinely global tour — four cities, one thesis: B2B briefing needs a new model. Seats are limited.
Register interest for London here: Havas x StackAdapt
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