Why We Need a New Formula for Creativity in B-to-B Advertising

B-to-b creative tends to follow a set formula: product features + disembodied voice-over + generic visuals. You know what we’re talking about–stock images of professionals in gray suits sitting around a conference room table shaking hands. Text that describes your product in excruciating, quantitative detail. 111% ROI, 33% faster speeds, 77% reduction in costs. Generic…
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