Around 95% of B2B buyers are out-of-market at any given time, according to the Ehrenberg-Bass Institute. Yet most B2B ads are written for the 5% who are ready now, and AI tools make it quicker than ever to produce work that looks like everyone else's. When the other 95% are finally ready to buy, they shortlist the brands they already remember and trust.

Minna Vainio, Creative Growth Manager at Precis and creative lead at our latest masterclass, opens with the case for creative ambition in B2B. Then Ravi Kumar, COO Finland at Precis, hosts a fireside chat with Chiara Manco (Creative & Media Partnership Director UK, System1), Marita Navrátilová (Director Brand & Events, Metso), and Antonio Santiago (Content Marketing Manager, Sievo). They'll talk about pushing for bold creative inside their own companies.

The morning is built for CMOs, VPs of Marketing, and senior B2B brand leaders who want creative that's memorable, systemised, measurable, and tied to revenue. You'll spend three hours with peers working through the same questions, with good fika from start to finish.

What you'll take away

• A creative baseline every performance ad should meet
• Processes for building creativity into your team's work, including where AI saves time without making you look like everyone else
• Real B2B campaigns to use as reference points for your own team
• Ways to measure creativity that your CFO will recognise
• A clear case for creative ambition as a growth lever in B2B
• How to take creative ambition beyond paid social