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HOW TO: Use emotion in B2B ads

Fraser Hynes, director of Millward Brown Corporate, explains how B2B brands can connect to customers on an emotional level

What would happen if you asked everyone at your next meeting to name their favourite advert of recent years? Chances are a good few would mention a John Lewis Christmas ad. And how about if you asked for their favourite B2B advert – lots of mumbling and blank faces?