It’s a scientific fact: using long words doesn’t make you any smarter.

Sometimes it’s what you think, not what you have, that makes you stand out.

“The [insert marketing discipline] landscape is shifting faster than ever. Brands are moving away from [insert marketing buzzword] and towards [insert new marketing buzzword].”

In B2B advertising, we measure brand work by the same metrics as sales pushes. In the process, we might be losing sight of the basics of advertising creative.

Here’s how to help shape effortlessly beautiful marketing

In B2B, trust is everything. Buyers must trust brands with their careers. And how does the research teach us to inspire that trust? Be entertaining.

It’s long been the agency norm to say ‘yes’ to unpaid, speculative pitch work. In this industry, you earn your stripes – showing prospective clients you can handle the task.

“We’re not sustainable” Danish brand Ganni has used this tagline since 2013. They’re a leading light for responsible fashion. “Look, we f*cked up” Eyewear brand Ace & Tate ran this blog post in 2021. It names five supposedly sustainable choices which backfired.