There’s a myth that B2B marketing needs to be boring. Wrong. I’ve long believed that B2B advertising and marketing can and should be more consumer-like because at the end of the day, it’s a human on the other side of that message that needs to receive it. Sure, the buying cycle and decision-making is different, but the initial recipient is one person.

Creative director Scott McGuffie agrees, arguing in PRINT Magazine:

The best B2B work today doesn’t look different for the sake of it; it feels relevant to the world around it. Whether through wit, humanity, storytelling, or design, great B2B work connects to the same sensibilities that drive consumer creativity, allowing B2B to show up in new spaces, such as entertainment streaming services, once considered only a B2C space. It proves that professionalism and imagination are not mutually exclusive.