You know who you are: Your clients are large and their marcom departments, though not as highly funded as the advertising departments, need rich media to get the job done. Both big budget ads and small B2B marketing efforts want to achieve the same things: behavior change, message recall, and positive brand effect. So why is the level of creativity in our executions so different? Why are we producing fewer strong creative ideas? If the blog world’s murmurs about a creative crisis in interactive advertising are true, then what do we call what’s going on in our own B2B interactive marketing? A creative meltdown? Because the interactive space is the prime medium for B2B marketing, it’s important to ask these questions to assess how we can challenge ourselves to raise the creative bar to execute great creative ideas that assure client satisfaction.
9th–13th March 2012