Purpose, Brand Building and the Rise of B2B Creativity

Many businesses talk about purpose, but few truly put it into action. In this episode of The Lead Creative Podcast, Charlie Stewart , CEO of Rogerwilco, Digital Marketing Agency and co-author of Business-To-Business Marketing, unpacks how purpose, creativity and commercial success intersect in meaningful ways.

Key insights from the episode:

• B Corp Certification: Why purpose must be more than a buzzword.
• B2B Creativity: How emotional storytelling is redefining marketing.
• Creative Effectiveness: Balancing short-term sales with long-term brand growth.
• AI & Marketing: Where human strategy still outperforms machines.

One of the most fascinating insights Charlie shares is how brands need to rethink how they measure success. Beyond financial metrics, businesses that focus on customer retention and trust see higher long-term growth. As he puts it:

“It’s so expensive to acquire a new customer, yet paradoxically, easy to retain one. Focus more on loyalty, not just acquisition.”

Watch the full episode here:

The Lead Creative Podcast is available on:

1. Apple
2. Spotify
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4. YouTube

Or wherever you listen to your podcasts.

The Lead Creative podcast audio is edited and produced by: Maishe Rakgoale .