For years, a lot of B2B marketing has focused on the buyers who are ready right now: the ones filling in forms, booking demos, and clicking retargeting ads. Templates and AI tools have made ads faster to produce and easier to confuse with everyone else's. More B2B teams are now shifting attention back towards narrative, brand strength, and demand creation, so they reach the buyers who'll be in-market next year.

In B2C, creative often has one job: prompting a purchase. In B2B, its job is building enough trust that your brand makes the shortlist months later, when the buying committee finally meets. That makes bold, intentional creative a growth decision as much as a brand one.

Minna Vainio, Creative Growth Manager at Precis, opens the morning with the case for creative ambition in B2B. She'll share the processes teams use to build creativity into everyday work (including where AI tools earn their place), and a baseline for what "creative" should mean in performance ads.

Next, Ravi Kumar, COO Finland at Precis, hosts a fireside chat with three guests who each see creative from a different seat. Chiara Manco, Creative & Media Partnership Director UK at System1, brings the research view. Marita Navrátilová, Director Brand & Events at Metso, and Antonio Santiago, Content Marketing Manager at Sievo, speak from traditional B2B and SaaS. They'll talk candidly about pushing for creative ambition inside a company, winning over stakeholders, and measuring creativity in a way that holds up in a budget discussion. Come with a question: the best ones win a prize.

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 clear baseline your performance ads should meet before any creative optimisation starts
• Processes other B2B teams use to build creativity into how they work, including where AI tools save time without flattening the brand
• Real B2B campaigns that chose to be memorable, to share with your team as reference points
• Ways to measure creativity that your CFO will recognise as a growth lever
• A sharper argument for why trust-building creative belongs in the growth plan when buying cycles run long