In the ideas economy, the brands that best articulate their thinking are positioned to win. Man Bites Dog’s latest research shows that B2B Chief Marketing Officers unanimously believe in the power of big creative ideas to generate commercial return.
CMOs are most likely to champion innovation at board level and our organisations count on us to generate the ideas that will deliver competitive advantage. However, a number of barriers are holding marketers back from delivering big ideas. Our research shows that CMOs lack time for abstract thought and work in organisations which fear originality and feel starved of inspiration.
To celebrate the forthcoming launch of our new research, Man Bites Dog hosted a panel discussion in partnership with our friends at ITN Productions to debate the question: Is B2B marketing facing a crisis of creativity?
We were joined by 80 B2B CMOs and a panel of inspiring thinkers from Google, Grant Thornton International and ?What If! on the set of ITV’s flagship news debate show – The Agenda. Our own agenda for the day was to get under the skin of the challenges facing CMOs at the world’s biggest and best known B2B brands. The full panel debate can now be viewed on the link above.
If you’d like to hear how marketing leaders in your industry are developing and activating big ideas, sign up to receive the study. If you have any questions about the findings, or would like to speak to the team, call us on 01273 716 820 or email [email protected]