The Drum Show: why creativity is making B2B the place to be
Transmission, Dow Jones, Cisco and Korn Ferry on how creativity is redefining the world of B2B advertising.
How creativity is redefining the world of B2B advertising
Over the past few years, B2B brands have been increasingly looking to some of the more creative and emotive tactics traditionally seen in B2C campaigns. But they’re no longer borrowing ideas: they’re fully taking ownership of a new creativity in the B2B space.
And it’s a creativity which needs to capture the cultural zeitgeist more, says the panel of industry leaders in conversation with host and The Drum editor-in-chief, Gordon Young. Ricky Abbott, president, Americas, at Transmission says that the industry should be asking itself: “Music, sports, entertainment... how can we integrate our story with those moments, to elevate our brand but also add some value to the customer?”
The panel discuss award-winning work, Elon Musk’s peacemaker appearance at Cannes, the challenges of modernizing legacy brands to appeal to newer generations and why B2B is the most exciting creative sector right now.
Watch on The Drum TV here.