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How to: Produce more creative marketing campaigns

Daniel Henderson, business director at Athlon, offers five ways marketers can ensure their campaigns get creative cut-through

Matisse once said: ‘creativity takes courage.’ As the next generation takes on, and often creates, more senior agency and client-side roles, the passive acceptance of why B2B communication is done in a certain way is questioned, turning instead into an exploration of trying something different. Business people are consumers too, so why not take the marketing lessons from the consumer world and apply them to the B2B world in order to cut-through the myriad marketing mix?