This promoted content is produced by a publishing partner of Open Mic. A paid-for membership product for partners of The Drum to self-publish their news, opinions and insights on thedrum.com - Find out more
Creativity in B2B takes center stage at event featuring Lions, LinkedIn, IBM, UBS, State Street and WARC
March 3, 2022
With LIONS, organizers of Cannes Lions, the International Festival of Creativity, having announced the first-ever B2B Lions category at this year’s festival, the topic of creativity in B2B has dramatically risen in emphasis. Recent research from the likes of The B2B Institute @ LinkedIn and WARC has further pointed to creative effectiveness as an under-leveraged B2B growth driver. With creativity firmly established at the forefront of B2B’ers care-abouts, global agency Stein IAS has announced ‘Creative Effectiveness: The B2B Growth Driver’, a face-to-face and virtual event that will be livestreamed from its London headquarters in Covent Garden on March 10 (15:00 – 17:00 GMT / 10:00AM – 12:00PM ET). At the event influential B2B leaders will discuss how the launch of the B2B Lions category is serving as a catalyst for the entire industry.
‘Creative Effectiveness: The B2B Growth Driver’ will be headlined by Simon Cook, CEO of LIONS, who will present insights from last year’s winning work that can help drive creative impact. New research developed through an ongoing partnership among WARC, LIONS, and LinkedIn’s marketing think tank the B2B Institute will be shared by Mimi Turner, Head of EMEA & Latin America at The B2B Institute and David Tiltman, VP of Content at WARC.
Titled ‘The B2B Effectiveness Code’, the research reveals that creative and marketing investment by B2B businesses falls short of delivering long-term growth. It spotlights the ‘Creative Commitment’ principle: the combination of techniques that lead to increased creative effectiveness. It also includes the ‘Creative Effectiveness Ladder’ – a framework to better understand lower to higher strategic effectiveness of creative campaigns correlated to long-term commercial value.
Stein IAS’ Chief Creative Officer Reuben Webb will then lead a panel of top marketers on ‘How to Climb the Effectiveness Ladder,’ including Simon Edward, CMO of IBM UK and Ireland, Isla Makenzie, CMO of UBS Asset Management and Sarah Higgins, Managing Director for State Street Global Advisors SPDR ETFs. The panel will address the evolving partnership between the Chief Marketing Officer and Chief Creative Officer required to climb the effectiveness ladder for greater strategic Impact.
Craig Duxbury, Chief Client Officer at Stein IAS, commented: “Many of us across B2B have long fought for greater superior creativity across the industry – not for creativity’s sake but for the sake of greater effectiveness to drive growth. With growing data affirming this, we know with greater empirical certainty that driving creative effectiveness in B2B drives commercial growth.”
Simon Cook added: “We’re delighted to convene in advance of the festival to highlight and discuss the groundswell behind creative and effective B2B work. Creativity is a well-recognized lever for growth and we’re heartened to see the B2B community championing its transformational role in the future of B2B marketing. We’re excited to see the body of work that will emerge at the festival and set the benchmark for the industry.”
To attend ‘Creativity: The B2B Growth Driver’ virtually, register at https://bit.ly/3Lr7SX4. Limited seats are available at the London venue, first come, first served. To inquire, email email@example.com. All registrations are complementary.