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 the same way as consumers.

Takeaways

  • Creative ideas that can build mental availability for businesses are increasingly accessible thanks to rich online video and connected TV advertising.
  • Since B2B advertising has resorted to email, it has become heavily automated and platform dominated; for agencies, there’s little to be gained here financially or creatively.
  • Good work is emerging, with...

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