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Value of Creativity: Top Ten Creative Tips for B2B
12 Jun 2025
Creativity is what makes marketing and marketing communications special — it turns simple insights into strategies and messages into stories that touch our hearts. Inspired by the DMA’s 2024 Value of Creativity report, each member of the B2B Council responded to one of our Top Ten Recommendations for B2B Marketers.
From Teresa Sullivan urging us to disrupt category conventions, to Daryl D'Cruz on why emotion wins wallets, not just arguments, this series is a practical guide to pushing B2B marketing forward.
The 2024 report revealed two powerful truths:
- Creativity drives trust and differentiation, even in rational buying cycles.
- Buyers want originality and relevance, not just reliability.
Dive into the series. Share what resonates. And let’s raise the creative bar in B2B together.
Looking to transform your marketing effectiveness?
The Value of Creativity 2024 report reveals a striking contrast in today's marketing landscape: whilst brand building activities show improved effectiveness, direct response and performance marketing effectiveness has declined for three consecutive years. The analysis, drawing on insights from over 1,500 campaigns in the DMA Effectiveness Databank, demonstrates that highly creative campaigns generate four times the business effects compared to less creative counterparts. Access our comprehensive report for detailed insights, case studies, and actionable recommendations to enhance your creative strategy
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