‘They break down without each other’: The importance of creativity and consistency in B2B
As more B2B brands embrace creativity it’s essential the foundations of good marketing are not forgotten. As ever, consistency is crucial.
Creativity has quickly become king in the B2B world. According to research by LinkedIn this summer, over two-thirds of UK B2B marketers say bolder creative is helping them improve brand engagement and drive conversion.
Meanwhile, data from Marketing Week’s exclusive 2024 Language of Effectiveness research, supported by Kantar, shows over half (57.9%) of the B2B marketers surveyed say their department’s focus on creative quality has increased over the past 12 months.
Brands from NatWest to the London Stock Exchange Group to Workday have embraced creativity in their B2B marketing to stand out and grab attention.
But if this year’s Christmas ads have taught us anything it’s that consistency is also key, with Aldi, M&S Food, Morrisons and Coca-Cola among those sticking with a creative concept.
