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Lloyd’s Register (LR) secured two major honours at the 2025 B2B Marketing Awards last week. In collaboration with Agency Revere, LR won Gold for Best Thought Leadership Programme and Silver for Most Commercially Successful Campaign for its Fuel for Thought programme®.  

The B2B Marketing Awards are among the industry’s most competitive and respected accolades, celebrating excellence in business-to-business marketing. This year’s event saw strong global competition from leading brands including SAP, Visa, and Unilever, making LR’s achievement even more significant. 

Fuel for thought® was praised by judges for its clarity, depth and creative execution. Developed to navigate the complexity of maritime decarbonisation, the programme delivers practical, solution-agnostic insight on alternative fuels including methanol, hydrogen and ammonia. Its distinctive identity, supported by creative and engaging brand assets, has helped position LR as a trusted adviser to policymakers, influencers and senior industry stakeholders.

The campaign delivered sizeable commercial returns, driving significant uplift in brand awareness and stimulating strong engagement with thought-leadership content. Its multi-format approach, grounded in audience insight and supported by targeted distribution, played a central role in accelerating pipeline growth and enhancing LR’s strategic positioning in the global maritime market. 

Mark Warner, Global Client Marketing Director at Lloyd’s Register, said: “Fuel for thought® is a project the whole team is genuinely proud of, and these awards are a wonderful recognition of that.  

“They not only reflect the strength of our partnership with Agency Revere, but also the position LR has earned as a global thought leader in the energy transition and the future of maritime. Being acknowledged alongside some of the world’s most recognised brands is incredibly encouraging, and it motivates us to keep creating impactful, meaningful work.”