As the complexity of B2B purchasing continues to increase alongside the numbers of competitors fighting for attention, you need more than functional messaging to achieve relevance and standout. Creativity helps brands differentiate, capture attention, connect emotionally, and build relationships that last.

This isn’t just our take—there’s plenty of proof to back up the power of creativity. The Cannes Lions 2024 awards showcased incredible examples of creativity that delivered real B2B results. As insights from research heavyweights like McKinsey, LinkedIn, and Bain & Co. make clear: creativity has proven impact on business growth. From big ideas that win big, to emotional storytelling that resonates and inspires, engaging creative concepts and content drive success in B2B landscape. Let’s explore how it works.

How creativity gives B2B branding an edge

When we think about creativity in B2B branding, it’s not just about making something visually appealing. It’s about turning true audience insights into relevant propositions that align with their drivers and concerns—making real emotional connections and sparking action. Unlike the traditional, rational-only approach to B2B branding, creative branding strikes the perfect balance between logic and emotion. It’s what makes a brand both memorable and trustworthy.

Here’s the kicker: Bain & Co. research shows that even in B2B, personal value-drivers like confidence and inspiration play a massive role in decision-making. That’s what makes creativity so powerful—it connects with these emotional triggers while reinforcing credibility. And creativity doesn’t just make an impression; it makes an impact.

A recent LinkedIn study also reinforces the point that creative work doesn’t just look good—it sticks with your audience and ensures your message is remembered when it matters most: “Business decision makers are 40% more likely to consider purchasing the brand if their ad is seen as ‘creative’.

CBC Case | Huntsman: Boosting a brand through creativity

As part of an ambitious strategic development process, Huntsman wanted to reimagine their brand for the future while turning their complex solutions into a more customer-centric and value-driven proposition. It was clear they needed a narrative that would resonate across buyers, borders and industries.

 

Addressing these challenges, CBC developed the “Made Possible,” concept. This creative brand platform reframed Huntsman’s offering as a strategic enabler of their customers’ drive for innovation.

 

Impactful creative ideas and engaging storytelling helped strengthen Huntsman’s brand and supported their growth goals. See more about the Huntsman case

Why creativity is good for business

Creativity isn’t just a feel-good factor—it’s a business driver. Research from McKinsey reveals that B2B companies with ambitious, creative brands grow revenues up to 20% faster than their competitors. That’s because creative brands don’t just get more attention; they build relevance, trust, loyalty, and differentiation—four elements that every B2B brand needs to succeed.

And maximising your impact relies on embedding creativity throughout the complete buyer journey. Creativity and storytelling grab attention, drive interest, build emotional connections and ensure that your brand stays top of mind. As buyers move closer to making a decision, creativity reinforces trust and builds confidence. And once the deal is done, great stories and rewarding engagement turn customers into advocates who share their experiences with others.

CBC blog link: What’s your story? Harness the power of B2B storytelling

Creativity also has a ripple effect. A great campaign generates word-of-mouth buzz, earns media coverage, and can significantly reduce customer acquisition costs. When you look at all the ways it contributes to long-term growth, the case for investing in creativity becomes undeniable.

What JCDecaux showed about creativity in action

Facing declining sales and scepticism from B2B buyers about the effectiveness of their communication channels, JCDecaux needed to prove the power of their outdoor advertising spaces. They found Marina Prieto, a 100-year-old woman with a modest Instagram account with 44 posts and 28 followers, and creatively turned her into the centrepiece of their campaign.

In this Lion Cannes B2B Award-wining campaign, JCDecaux transformed Marina’s Instagram photos into striking posters and launched them across Madrid’s subway system overnight. The results were immediate—Marina became the talk of the town, with everyone asking, “Who is Marina?”

The results were phenomenal. Marina’s follower count skyrocketed by 39,000%, and advertisers doubled their media investments with JCDecaux. This wasn’t just about aesthetics—the campaign was strategic, measurable, and impactful. A great example of how creativity can transform B2B branding.

How creativity connects brands with B2B decision-makers

B2B decision-making is often assumed to be purely rational, but psychology says otherwise. According to Psychologist Daniel Kahneman’s research on System 1 (intuitive, emotional) and System 2 (rational, analytical) thinking, most decisions are driven by emotional, intuitive processes—even in professional settings.

Creative content taps into both systems. It grabs attention instantly (System 1) with striking visuals, compelling copy, or engaging storytelling. Then, it provides the depth and data (System 2) to back up the emotional appeal. This combination of emotional connection and rational persuasion is what makes creative content so effective in engaging decision-makers and building trust.

CBC blog link: More B2B sales? Don’t forget memory generation

By making it easier to choose, creativity also helps buyers move more confidently through complex buying decisions. With today’s buyers facing so many options and increasing complexity, they often end up choosing not to buy at all. Psychologist Barry Schwartz calls this phenomenon the paradox of choice. Given the perceived risk and uncertainty inherent in making complex decisions, it’s simply easier to say no. Creativity can help reduce this risk and build the confidence needed to say yes instead.

CBC case | DESMI: Making waves in global B2B branding

After implementing a new strategy and go-to-market plan designed to accelerate sales, DESMI had rebuilt its company structure to focus on verticals. DESMI realised it was time to update its brand to support the new strategy and direction. Part of the task was setting a clear sense of direction for both internal and external marketing and communications.

 

 

CBC conducted extensive research through internal interviews and workshops. Along with an external customer survey, this led to the development of a new corporate brand platform that enables DESMI to focus more on elevating customer value.

 

The company is now clearly positioned and differentiated against the competition. Employees are more engaged and prouder to represent the company. And it was all achieved while respecting the company’s 190-plus years’ history. See more about the DESMI case

Why creative agencies can make all the difference

Developing creative campaigns can’t just be tacked onto your existing workload—it requires an outside perspective combined with strategic creative skills, fresh ideas, and a reliable process. That’s where agencies with proven experience in the field come in. Agencies like CBC. Our strategic thinkers and conceptually skilled creative teams specialise in turning audience and business insights into wining propositions, big ideas, and impactful campaigns.

When you work with CBC as your creative agency, you get:

  • Strategic alignment: Every idea is designed to address relevant insights and support your goals.
  • Impactful ideas: An outside perspective to push boundaries and map new opportunities.
  • Efficiency: A streamlined process that gives you high-quality output, faster.

By partnering with strategic and creative specialists, you not only elevate your branding and marketing—you maximise your impact, results, and ROI.

Let’s make creativity your B2B superpower

Here’s the bottom line: creativity and big ideas aren’t just about standing out—they grow your business. From engaging brands and attention-grabbing campaigns to trust-building storytelling, creativity can make all the difference.

At CBC, we help brands unlock their creative potential with impactful communications that resonate, connect, and deliver. So if you’re ready to see what creativity can do for your B2B branding and marketing, let’s talk. It’s time to make your brand unforgettable.