How Data Proves the Need for Creativity in B2B, with Adam Morgan, Executive Creative Director at Adobe

Episode notes

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Adam Morgan, Executive Creative Director at Adobe, to talk about why the future of B2B is creative. In B2B, it’s already difficult enough to prove to businesses that creativity is a better long-term investment despite having ample well-researched studies stating exactly that. Then there’s the additional hurdle of companies not truly understanding what it means to be creative. Is there a traditional point of view that’s preventing a more creative, emotional approach from becoming more commonplace? Or are marketers finally embracing a proven method to make real connections with clients? Adam Morgan is the Executive Creative Director and Brand Leader at Adobe, and he has a proven track record of creating brand value for Adobe’s B2B business. Prior to joining Adobe, Adam has worked as Executive Creative Director at ThomasArts, Creative Director at McCann Erickson, and more.