How to Work in B2B and Keep Your Creative Shirt On

A session at SXSW Interactive 2012

  • Maria Saavedra

Monday 12th March, 2012

9:30am to 10:30am (CST)

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.

About the speakers

This person is speaking at this event.
Jon Stefaniak

Creative Director, Somnio Solutions Inc

Jon Stefaniak is the Creative Director at Somnio Solutions, a digital marketing company focusing on the technology sector located in Austin, Texas. He draws upon his sensibility in design, story creation, and programming to offer a comprehensive approach to his work. His versified experience over the last 10+ years covers a wide range of B2B and B2C initiatives, working with a multitude of companies including HP, Mary Kay, Neiman Marcus, P&G, Northrop Grumman, Universal Pictures, Paramount Pictures, MGM Hotels International, Microsoft, Unilever, General Motors, and LEGO. When Jon isn't immersed in digital design, he spends the remaining waking hours of his day enjoying theater, music, bar sports and frosty cold beverages with his wife.

This person is speaking at this event.
Maria Saavedra

Exec Creative Dir, Somnio Solutions Inc

As head of the creative department, Maria drives Somnio’s creative vision and ensures superior execution on all projects. She enjoys working with designers, artists, and writers to help bring their concepts to life. Maria is an award-winning interactive designer with a background in advertising, online marketing, and eLearning. She holds an MFA in computer graphics from Syracuse University and a BFA in art and technology from Ohio State University. Her design philosophy is to strive to find the human element in digital media.

This person is speaking at this event.
Melissa Messer

Creative Lead, Somnio Solutions Inc

Melissa Messer’s specialty lands where narrative and design overlap. She has worked in multiple roles across the creative department from architecture to design and studied Art Direction at the University of Texas at Austin. As a Creative Lead at Somnio, she works on strategy for large B2B enterprise accounts.

Next session in Rio Grande

11am Social Media in the Underground World of B2B by Jeanette Gibson, Shanee Ben-Zur, Susan Emerick, Duane Schulz and Melissa Chanslor


Take collaborative notes on this session with hackpad


7 attendees

  • Adam Holzband
  • Danny Ayers
  • Dave Christensen
  • LekanB
  • Jon Stefaniak
  • Melissa Messer
  • Theba

4 trackers

  • Emily Sandison
  • Mandy Shunk
  • Patricia Marinho
  • Goody

Sign in to add slides, notes or videos to this session

Sign in to track this session

Tell your friends!


Time 9:30am10:30am CST

Date Mon 12th March 2012

Session type


Session Hash Tag


Short URL


View the schedule



See something wrong?

Report an issue with this session