Reuben Webb and guests on how a full-on commitment to creativity is supercharging B2B effectiveness.

Has B2B creativity finally arrived? At the inaugural Creative B2B Lions at Cannes, 2% of the work was considered “wow worthy” enough to win. But what about the 98% that didn’t win? And all the work that wasn’t even entered? Cannes revealed a lot about the state of creativity in B2B. And it showcased why it takes a particular approach in B2B reach not just the creative heights, but the effectiveness heights.