B2B: Inside the work of the practitioners pushing the discipline forward

Sam Peña-Taylor

A new generation of agencies looks at where business-to-business communications have gone wrong and how they can deploy big ideas that support business growth.

Why it matters

A new crop of agencies is creating big-idea-led, memorable work for B2B clients, as a growing body of evidence backs up what practitioners have known for years: that business decision-makers are people who can be persuaded and reminded in...

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