--- title: The Not-So-B2B Creativity Playbook description: Our Not-So-B2B Creativity Playbook unpacks the key insights, takeaways and learnings from two intimate roundtable discussions with senior marketing leaders. We explore the current state of creativity and Creative in B2B, what needs to change, and why B2B’s idea of a ‘Creative Department’ is actually killing creativity. image: https://inspire.moi-global.com/hubfs/Images/2025/Creativity%20playbook/why-B2B-needs-a-creativity-revolution.png --- ##### Get your Not-So-B2B Creativity Playbook  ##### Book a 1-2-1 with Stuart Andrews ![](https://inspire.moi-global.com/hubfs/Images/MOI%20logo.svg) ## The Not-So-B2B Creativity Playbook ![Words creative and creativity shining on stage](https://inspire.moi-global.com/hubfs/Images/2025/Creativity%20playbook/why-B2B-needs-a-creativity-revolution.png) ![Words creative and creativity shining on stage](https://inspire.moi-global.com/hubfs/Images/2025/Creativity%20playbook/why-B2B-needs-a-creativity-revolution_mb.png) # It’s time to break creativity free from the Creative Department  Ahh, creativity! It’s the thing everyone in B2B claims to want. We slather our profiles with creative credentials, we churn out endless blogs and social posts on its importance. And yet, the irony is hard to ignore. B2B is drowning in dull, repetitive, corporate space-fillers.   So, where’s the disconnect? Why do so many B2B organizations struggle to practise what they preach?   Our Not-So-B2B Creativity Playbook unpacks the key insights, takeaways and learnings from two intimate roundtable discussions with senior marketing leaders. We explore the current state of creativity and Creative in B2B, what needs to change, and why B2B’s idea of a ‘Creative Department’ is actually killing creativity.      Think of it as your invitation – and roadmap – tap into creativity’s full potential. Ready to see what’s possible?  ![](https://inspire.moi-global.com/hubfs/Images/2025/Creativity%20playbook/the-not-so-b2b-creativity-playbook.png) Get the playbook ![](https://inspire.moi-global.com/hubfs/Images/2025/Creativity%20playbook/the-not-so-b2b-creativity-playbook.png) ![](https://inspire.moi-global.com/hubfs/Images/2025/Creativity%20playbook/andrea-clatworthy-quote.png) ### Why you need the The Not-So-B2B Creativity Playbook This isn’t just a collection of safe case studies and best practices. It’s a challenge to the status quo. Get your copy to discover:  - How to overcome the biggest creative challenges in B2B – from committee approval processes to generational divides, ROI straightjackets and beyond.  - Insights from top industry leaders and their approaches to head-turning creativity.  - How to drive commercial success with a ‘not-so-B2B' approach to Creative and creativity.  - How to empower every level of your organization to think more creatively.  Get your copy ### Meet the Experts ![Speaker 1](https://inspire.moi-global.com/hubfs/Images/2025/Creativity%20playbook/andrea-clatworthy-carousel.png) ![Speaker 2](https://inspire.moi-global.com/hubfs/Images/2025/Creativity%20playbook/ely-santos-carousel.png) ![Speaker 3](https://inspire.moi-global.com/hubfs/Images/2025/Creativity%20playbook/gustavo-amorim--carousel.png) ![Speaker 4](https://inspire.moi-global.com/hubfs/Images/2025/Creativity%20playbook/stuart-andrews-carousel.png) ![Speaker 5](https://inspire.moi-global.com/hubfs/Images/2025/Creativity%20playbook/bronte-nicoll-carousel.png) ![Speaker 6](https://inspire.moi-global.com/hubfs/Images/2025/Creativity%20playbook/kaila-yates-carousel.png) < > #### Hungry for more? Check out more of our insights ![](https://inspire.moi-global.com/hubfs/Images/2025/Creativity%20playbook/creative-department.png) [Read now](https://moi-global.com/why-b2bs-creative-department-is-killing-your-creativity/) ![](https://inspire.moi-global.com/hubfs/Images/2025/Creativity%20playbook/stibo-systems.png) [See it in action](https://moi-global.com/b2b-marketing-examples/) ### The creativity revolution starts with you... Talk to us ![](https://inspire.moi-global.com/hubfs/Images/2025/Creativity%20playbook/ready-to-transform.png) ### [![MOI Logo](https://inspire.moi-global.com/hubfs/Images/01%20-%20Brand/moi-logo-white.svg)](https://moi-global.com/) ### [Solutions](https://moi-global.com/the-not-so-b2b-growth-engine/) ### [Work](https://moi-global.com/our-work/) ### [Careers](https://moi-global.com/culture/) ### [Not-so-B2B News](https://moi-global.com/insight-vault/) ### [Contact us](https://moi-global.com/contact-us/) - - - - - © 2026 Marketing Options Ltd - [Privacy Policy](https://moi-global.com/privacy-policy) ![](https://ws.zoominfo.com/pixel/AvxrHs3XwCqF5g09Y0Sg)