The Great B2B Creative Disruption

For years, a ‘crisis of creativity’ has held back B2B advertising, but the tide is finally turning. We’re witnessing a B2B creative renaissance. B2B organizations are increasingly investing in brand, they are experimenting with humor and emotion, and they are using different mediums and tactics to reach their audiences. We sat down with Andrea Glenn, CEO of Ledger Bennett and Richard Atkinson-Toal, VP of Global Brand & Marketing at AMEX to discuss the ‘Great Creative Disruption in B2B’. What factors are driving this shift in B2B marketing? Where should brands invest in order to stand out from the crowd? What goes into making a truly memorable campaign?