How B2B marketing can level up its creative game

B2B marketing needs to take inspiration from the B2C world – be simple, to the point, authentic and personal. The Drum caught up with Vicki Kassioula and Maggie Walkoff of The Marketing Practice post-Cannes, to reflect on the creative learnings and biggest lessons for B2B marketers.
Creativity is critical to marketing. Without it, how can any campaign hope to stand out, catch the eye, or grab the attention it demands? Yet the business-to-business (B2B) world is notoriously ‘un-creati