B2B creativity has never been more important

Big things are happening on the B2B creative scene. LIONS, organisers of Cannes Lions has announced the B2B Lions Category at this year’s festival. WARC and LinkedIn have released the first-ever B2B Creative Effectiveness Ladder. Hear these movers and shakers explain why they have made those moves now. Hear the CMOs of leading B2B brands explain what they now need from creative agencies to fuel growth, and from B2B creative agency leaders on the quid pro quo. Don’t miss these true B2B Originals elucidate why creativity is driving the growth agenda at this fast-paced, high level and entertaining event.

Sessions on demand

Creative Catalyst: The B2B Lions

B2B’s awards competitions reveal a growing appetite for better creativity across channels. Now, the launch of the B2B Lions category at the 2022 Cannes Festival is serving as a catalyst for the entire industry. Simon Cook will present insights from last year’s winning work that can help drive success at this year’s Festival. Simon also will discuss how the B2B Lions are shaping up.

Simon Cook

Chief Executive Officer, LIONS

Simon has worked in the branded communications industry and Cannes Lions for over a decade. He worked agency-side before joining the business. Simon’s work has been critical to the success of Cannes Lions. He was the architect behind ‘The Tracks’ – the organizing framework that helps the creative community navigate the awards and learning experiences across the Cannes Lions platform.

During his tenure with Lions, he has also overseen the creation and introduction of more than half of the Lions awards. Simon is deeply passionate about the work and is a tireless advocate for creative marketing excellence that drives business performance – something he has recently been championing across the Cannes Lions suite of experience-based learning and advisory programs.

View Simon’s LinkedIn profile

Creative Effectiveness: Commitment is the Key

Ten of the top 20 biggest companies in the world are substantially B2B in their marketing efforts. Yet, as a new research report from LinkedIn, WARC and Lions titled The B2B Effectiveness Code demonstrates, significant marketing investment by B2B businesses still falls short of delivering long-term growth. Mimi Turner and David Tiltman will deliver thought and action provoking insights.

Mimi Turner

Head of EMEA & Latin America at the B2B Institute at LinkedIn

Mimi is a marketing specialist and communicator who puts brand strategy at the heart of business growth. She currently is the Head of EMEA & Latin America, The B2B Institute.

Mimi has over 20 years experience in journalism, communications, brand strategy and marketing. She's the former consulting Chief Marketing Officer at Wireless Group, was the first marketing director of The Lad Bible and was Group Director of Communications at Northern & Shell. She has also advised businesses including GiveMeSport, Section 4, WhatWeSee and VICE Media.

View Mimi's LinkedIn profile

David Tiltman

VP Content at WARC

Jann leads a diverse team of talented strategists and storytellers who are all passionate about changing the world of business for the better, and building relationships where magic and logic intersect.

The B2B Institute is a think tank funded by LinkedIn that studies the B2B marketing space. The Institute partners with the best minds in the industry to empower the B2B community with original, breakthrough ideas and category-defining research.

View David’s LinkedIn profile

101 Clichés 13 Years Later: Introducing the Cliché Bot

Thirteen years ago, “101 Cliches: B2B’s Most Notorious Creative Faux Pas” was published – a hilarious, cringe-worthy look at the cliches’ that riddled B2B. All these years after, have things markedly improved? Well, yes. But are those cliches – the category tropes of staged handshakes and white lab coats – still out there, lurking on websites and in digital campaigns? We’ve created the Cliché Bot to find out!

Reuben Webb

Chief Creative Officer at Stein IAS

As Stein IAS’ creative leader, Reuben has been fighting for B2B’s creative standards for 20 years. He leads global teams to enhance a wide range of industries focused on large and small businesses that include IT, tech, healthcare and food.

Every creative award his team has won was hard-fought against an assumption that B2B creative has to be dull and ordinary. Reuben decided to get even with the Abominable-No-Man and all the cliché addicts with 101 Clichés – a widely acclaimed book and website that seeks to eliminate creative faux pas forever!

Reuben’s expertise spans the development of creative brand positioning to demand generation content strategies. Client experience includes Brother, Siemens IT, Samsung, Veolia, Ingredion Juniper Networks, ATOS and HSBC.

View Reuben’s LinkedIn profile

The Evolving CMO/CCO Partnership: So What Do You Want from Me?

One of the many trends swirling around B2B is the evolving partnership between the Chief Marketing Officer and Chief Creative Officer, or more generally between the “client” and “creative.” Both want better work. But both need to understand each other and work together better to get it. In this session, Reuben Webb will host leading CMOs Isla Mackenzie and Simon Edward and State Street Global Advisors' Sarah Higgins for a candid conversation on what the CCO needs from the CMO…and vice versa….to do great work.

Isla Mackenzie

Chief Marketing Officer at UBS Asset Management

Isla Mackenzie is a multiple award-winning marketing and business leader, and has over 20 years’ experience developing original, fully integrated, customer-centered brand, digital marketing and communications for leading global insurance and investment management brands.

Recently, Isla led global marketing and external communications for Aviva Investors, the global asset management arm of Aviva plc. She was a member of Aviva’s Executive group brand SteerCo, playing a key role developing the new group brand strategy ‘It takes Aviva.’ Isla’s impactful leadership established Aviva Investors as a leading force in sustainable and ESG investing and as a top four global leader for brand and digital intelligence in the investment management industry. She is a recognized strategist and change agent, embedding B2B best practice and championing innovation by pushing boundaries in a traditional, highly commoditized sector.

View Isla’s LinkedIn profile

Reuben Webb

Chief Creative Officer at Stein IAS

As Stein IAS’ creative leader, Reuben has been fighting for B2B’s creative standards for 20 years. He leads global teams to enhance a wide range of industries focused on large and small businesses that include IT, tech, healthcare and food.

Every creative award his team has won was hard-fought against an assumption that B2B creative has to be dull and ordinary. Reuben decided to get even with the Abominable-No-Man and all the cliché addicts with 101 Clichés – a widely acclaimed book and website that seeks to eliminate creative faux pas forever!

Reuben’s expertise spans the development of creative brand positioning to demand generation content strategies. Client experience includes Brother, Siemens IT, Samsung, Veolia, Ingredion Juniper Networks, ATOS and HSBC.

View Reuben’s LinkedIn profile

Sarah Higgins

Managing Director, SPDR State Street Global Advisors

Sarah is the current Head of Public, SPDR at State Street Global Advisors. She has an incredible in-depth understanding of the financial services industry spanning corporate finance, listed equities, private equity, hedge funds and asset management with tenure both at a global strategic communications agency (Finsbury) and in-house roles at a global investment bank (Jefferies) and a global asset manager (Russell Investments, part of London Stock Exchange Group). Sarah has extensive experience leading strategic business units at the centre of commercial planning.

View Sarah’s LinkedIn profile

Simon Edward

VP Chief Marketing Officer & Client Experience Leader at IBM UK and Ireland.

Simon is responsible for leading a team covering all aspects of the marketing mix, including brand strategy, market intelligence, internal and external communications, go-to-market strategy and execution (campaign management, digital and events, and corporate social responsibility). Simon is a chartered marketer and has been a member of the Institute of Marketing for the last 20 years.

View Simon’s LinkedIn profile
Creative Strategy & Culture Test

Take this Creative Strategy & Culture test to find out how close you are to having B2B marketing creativity as an effective brand and business asset.

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About Stein IAS

Stein IAS are the B2B Originals, the leading global brand-to-demand agency working with B2B enterprises worldwide. Through our Original Growth Model, we weave data, intelligence and disruptive technology together with big, bold ideas to drive brand progression and revenue growth.

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