What can carry millions of memories, and fit on the head of a pin? Symbols are the key to creative communication in #B2B, according to our Creative Partner Jean-Paul Misso. Take a trip back through the centuries and explore some all-time great marketing emblems in the full blog.

Unlock the power of Artificial Intelligence (AI) in reshaping Account Based Marketing (ABM) for 2023. Learn the essentials: early AI integration, strategic personalization, and a unified marketing-sales approach. Dive into the world of AI-BM, simplifying B2B customer journeys for a scalable and adaptive strategy in the digital era.

What makes people pay to see Bruce? But pay to avoid most advertising? The unstoppable Springsteen is about to embark on his second world tour in a row, and his work can teach #B2B marketers a thing or two about storytelling. Check out three lessons our Designer Tom Healy has taken to heart, after seeing The Boss live

Unlocking the Power of Colour Psychology: Elevate Your B2B Campaigns with Impactful Emotions. Discover how colours drive conversions, influence decisions, and create lasting impressions on your audience. Leverage the colour wheel as a guide to connect emotions with specific hues, and craft compelling campaigns that engage your target audience effectively.

To get a job writing for your brand, Chat GPT would have to pass a copy test. So I’m giving it one.

It pays to blindside your audience.   Think the Cadbury Gorilla. Or that insane Budweiser ad with the frogs. Or when Spotify wrote ultra-targeted songs for some of the top CEOs in the world.   Since 95% of your buyers aren’t in market when you reach them, brand-level creative needs to be ‘memorable, not clickable’ (check out this article, for more.) And as AI-generated advertising floods the market, creative curve balls could give you an even bigger advantage.   You can’t follow straight lines and arrive in unexpected places. That’s something any creative will tell you: randomness is your friend.   The trouble with randomness? Dead ends are part of the deal.   But with KPIs like yours, big flops can’t be. So, how do you up your odds of creating breakthrough work? The answer might lie in the oldest – and newest – of tools.  

What does it take to write a work of genius? Whatever it is, Harper Lee had it. She penned the classic novel To Kill a Mockingbird. But when she first sent the manuscript to her publisher, it was no masterpiece. In fact, it wasn’t even called To Kill a Mockingbird. Her editor, Therese von Hohoff Torrey, said that although “[t]he spark of the true writer flashed in every line,” it was “more a series of anecdotes than a fully conceived novel.”1 Torrey steered, supported and debated with Lee, to fashion a work of genius. Why should you care?

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