For years, a ‘crisis of creativity’ has held back B2B advertising, but the tide is finally turning. We’re witnessing a B2B creative renaissance. B2B organizations are increasingly investing in brand, they are experimenting with humor and emotion, and they are using different mediums and tactics to reach their audiences. We sat down with Kellyn Smith Kenny, Chief Marketing and Growth Officer at AT&T and Matt Miller, Chief Creative Officer at BBDO to discuss customer promises, brand evolution and creative inspiration.
