‘Creativity plays a huge role’: How Capita is looking to differentiate in a ‘complex’ B2B world

‘Creativity’, ‘storytelling’ and ‘emotion’ aren’t necessarily the words that spring to mind when thinking about B2B marketing, which is all too often seen as the more rational cousin to consumer brands.
But Capita’s new CMO Antonia Wade believes they are key in helping B2B brands differentiate, and driving clients make the right decisions.
“To differentiate in the B2B market you have to be relevant, personal and memorable. That only comes thr