Why B2B creativity needs a makeover

"Creativity in B2B ins't just about being unexpected. It's about making bold idea work, integrating them smartly, and proving their impact with clear goals." Stuart Andrews, SVP of Ideas & Innovation, MOI Global

There’s no denying it. B2B is in the midst of a creativity crisis.

There’s always been a sense that B2B is ‘behind the curve’ when it comes to creativity. And in?recent years, it’s clear that it’s finally getting a seat at the table. But let’s be real: we love the potential of creativity in B2B, but how often are we actually taking?risks?

We had the pleasure recently of getting together with some brilliant minds from the world of B2B marketing to get their POVs. And we can all agree that the best creative work in B2B isn’t always the loudest, the wildest, or?the most provocative. It’s the work that’s driven by purpose and measurable?results. As Kaila Yates, fractional CMO, said: “Creativity without purpose is just noise. Every idea should tell a?story your audience actually wants to?hear.”?

Beyond Boring: Does B2B need a?creativity?revolution?

What happens when you put some of the industry’s leading experts together to talk all things B2B creativity? We did?just that, getting their takes on integrating bold creativity—something many marketers struggle to do due to risk aversion, ROI pressures and outdated internal?mindsets.?

Get a sneak peek of what they had to?say...

• “B2B creativity is about delivering the unexpected—seamlessly integrated, strategically measured, and driven by clear goals.” Gustavo Amorim, CMO at Stibo Systems
• “Authenticity is everything. If creativity isn’t genuine your audience will see straight through it.” Bronte Nicoll, Senior EMEA Agency Manager, Infuse

Catch a sneak peek.

How Alibaba Cloud made a splash at the Paris 2024?Olympics

The Paris 2024 Olympics set a new benchmark for international sporting events – and Alibaba Cloud rowed their boat straight onto the world’s biggest stage. With the help of MOI, Alibaba’s cloud technology was brought to life with an immersive VR? ‘row down La?Rivière’ experience. But it wasn’t about showcasing tech – it was?about making Alibaba’s presence simply?unforgettable.?

What does this mean for B2B?marketers??

1. Technology alone isn’t the story – how people experience it is.?
2. Innovation isn’t just about capability, it’s about visibility. Make?it real. Make it interactive.
3. B2B audiences want more than information – they want connection. Build experiences, not just campaigns.

Read the case study.

Why design REALLY matters in?B2B?

We won’t sugar coat it. The harsh reality is that design is the silent differentiator in B2B. But it’s not just about aesthetics. Sure, a pretty wrapper might catch your eye. But it’s about more?than that. It's a matter of brand perception, credibility?and?engagement.

Too often, B2B brands reduce design to an afterthought, focusing on content volume over content quality. But brands that are willing to invest in design? They're the real?winners.

Get the secret to head-turning design.

AI vs creativity: Can they ever?coexist?

Why creativity, strategy and AI need to work?together

“AI can generate content, but it can’t replace creativity. The brands?that will win are the ones that know how to blend human insights with technology to create content that is both strategic and unexpected.” Ely Santos, Founder of Metavertising and Partner?at?BROKEN?EGG

Ah, the great AI debate. Thanks to tools like ChatGPT, B2B marketers are producing more content than ever – but is any of it?actually making an impact? Here’s the thing: speed alone isn’t enough. The best brands are using AI to enhance creativity, not?replace?it.

Get the MOI scoop from Ely Santos

Creativity starts with you

Ready to challenge the status quo and bring bold ideas to life? Let’s chat! Contact us

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