Risk VS Reward: B2B’s creativity's c-suite conundrum
B2B is pushing creative boundaries for sure. But we all want to see B2B do better and go faster. And that requires a wary C-Suite to step out of its risk-averse comfort zone just and over-reliance on performance marketing. Every indication and many proof points say, once taken, the “risk” of real creativity can deliver enormous return. In fact, creativity may be the most under-leveraged advantages a B2B business has. The looming question is, can the brand/agency partnership help the C-suite make the necessary leap by speaking the language of the CEO and CFO? In this session, you’ll hear what it takes to get great work over the line with the backing – and budget – it deserves.