As we approach the 2024 B2B Marketing Awards, where we’re proud to sponsor the Best use of Creative Award, we find ourselves reflecting on why creativity matters so much in B2B. At its best, creativity isn’t beautification; it’s the engine that powers brand differentiation, meaningful connection and measurable results.
But let’s be clear: creativity isn’t about doing more. It’s about doing better. In a world where marketing teams are stretched across endless channels, campaigns and formats, the philosophy of “do less, but better” has never been more relevant. Great creativity doesn’t come from volume; it comes from focus.
As Stuart Andrews SVP of Ideation & Innovation puts it: “We’re living in a time where the temptation is to do everything, be everywhere and produce more. But more doesn’t mean better. The best creative work isn’t the loudest — it’s the most thoughtful and effective.”
Creativity That Delivers
The best creative work in B2B marketing does two things. First, it captures attention by standing out in a sea of sameness. Second, it works hard to achieve clear objectives. It’s not enough to be clever or striking; great creative delivers measurable results.
Mike Christodoulou, Creative Director EMEA, says it best: “Creativity in B2B is often misunderstood. It’s not about awards or aesthetics; it’s about performance. Creative that doesn’t perform isn’t creative — it’s indulgent.”
That’s why we talk about “creative effectiveness.” For creativity to deliver, it has to be supported by the right foundation. From our perspective, there are the four essential ingredients for creative success:
1. Time: Great ideas don’t happen overnight; they need space to grow, develop and mature.
2. Resources: The right mix of expertise, skills, and perspectives is critical; creativity is a team effort.
3. Space: Both physical and mental environments matter; people need freedom to experiment and fail.
4. Involvement: Creative thinking must be embedded from the start; tacking it on as an afterthought rarely works.
Why Less Is More
The principle of “doing less, but better” isn’t just a creative ideal; it’s a business strategy. By focusing on fewer, better ideas, B2B brands can achieve greater impact with fewer resources. It’s about prioritization — knowing what really matters and investing in making it exceptional.
As Stuart explains: “The high volume approach to marketing doesn’t work. When we focus our energy on what’s truly important — whether it’s a single campaign, an immersive event or a killer ABM strategy — we produce work that doesn’t just stand out; it delivers.”
The Future of Creativity in B2B
The good news is that B2B marketing is evolving. The inclusion of a dedicated B2B track at Cannes Lions is proof that the industry is starting to recognize the power of creativity. But there’s more to be done.
And there are other trends shaping the future of creative effectiveness. Take AI, for example. It’s helping us work faster and smarter, but it’s not a substitute for human insight. The best creative work still comes from that magical mix of intuition, expertise and boldness.
Mike believes we’re at a turning point: “The shift towards customer experience and authenticity is forcing B2B brands to rethink how they engage. You can’t deliver a premium experience or build trust without great creative. And that creative has to feel real, human and connected.”
A Call to Action
At MOI we champion the idea of being ‘Not-so-B2B’. We believe B2B marketing can be bold, inventive and creative while still delivering on its objectives.
That’s why the Creative Effectiveness Award means so much to us. It’s not just about celebrating good ideas; it’s about recognizing creativity that works. Because when creativity is purposeful and effective, it doesn’t just turn heads — it drives change.
To every B2B marketer daring to do less, but better: keep going. The future of our industry depends on it.
