The 1% engagement problem: why most B2B advertising fails

Insurance giant MetLife recently ditched longtime mascot Snoopy, after spending hundreds of millions of dollars – and several decades – making the Peanuts beagle its instantly recognizable celebrity spokesperson. (Except this one never asked for a raise, never got caught in a scandal, and never waded into political debates.)
The move dovetailed with the company’s shift from retail business to B2B sales. In a classic conflation of professionalism and formality, MetLife seemed to