Do B2B communications have to be boring? Four tips to ace your B2B campaign

The first task I was asked to do when I started working in an advertising agency was to come up with  a B2B campaign for a client. I remember thinking: “I’ve got no idea how to do this, they don’t teach how to plan B2B campaigns at uni!” So I asked a friend who had experience in the industry, and he said to me: “Just do it the same way as you would do a B2C. They are people at the end of the day, think about them as consumers, not companies”.

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