The project secured Gold for Best Growth Marketing Program, alongside Silver awards for Best Data-Driven Strategy and Best B2B at Scale Program. By deploying a mix of Connected TV, video, audio, and YouTube, Causal helped WEX transition its marketing focus toward long-term brand equity. This transformation utilized the company’s proprietary Causal Performance Model, which tracks short-term media effects against long-term growth objectives.
Causal Secures Three B2B Elevation Awards for WEX Campaign
Three national B2B Marketing Elevation Awards have been granted to digital advertising firm Causal for its collaboration with global payment provider WEX. The campaign, titled Driving Measurable Growth Through Multichannel Marketing, earned top honors for its strategic shift from narrow partner-led tactics to a broad, data-driven performance engine.
According to Jennifer Laing, SVP of Operations at Causal, the success stems from grounding the media strategy in Binet and Field’s effectiveness principles. This approach enabled WEX to surpass a 60% long-term effectiveness threshold in 2025. Leah Kastner, Manager of Targeted Digital at WEX, credited the partnership with helping the firm navigate a complex media landscape while maintaining efficient brand scale through precise behavioral insights.
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