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HOW TO: Achieve true creativity in B2B

Six ways marketers can achieve true creativity in campaigns

The B2B category has enjoyed healthy investment and refinement in the areas it excels at. In the realms of content, social marketing, building relationship based advertising and so on, we are seeing some truly stellar campaigns of which we should be proud. Much of the best-in-class work, tending to come from the like of IT brands like Cisco and Oracle, stands out for being forward-thinking; some might say daring, in terms of creativity. Across the board, however, creativity in B2B communications still lags behind its B2C peers.

Effective creativity needn’t necessarily require a huge leap in planning processes, nor eye watering budgets.