Advertising Agency Doremus+Co Redirects Emphasis Towards Creativity Under New President Sarah Lent
"B-to-B Marketing's Present Golden Age"
Bandwagoning onto the wave of b-to-b popularity, Omnicom's venerable Doremus+Co agency is in full swing, celebrating its 120th anniversary this year. The renewed interest in business-to-business marketing, once a side-liner, has seen prominent strides in recent years.
The clamor surrounding b-to-b marketing lies not just in its practicality but also in its creative application. In the past few years, major events like Cannes Lions have added a Creative B2B category, LinkedIn launched the B2B Institute, and there's been a palpable buzz around the sector.
Keeping pace with the times, Doremus+Co has revamped its approach, emphasizing creativity in the b-to-b realm. In this venture, they welcomed Sarah Lent, a globally renowned figure in b-to-b marketing, as their new president. Lent steps into a role previously handled by Paul Hirsch, who has been elevated to CEO and retains his title as the chief creative officer.
With the advancements propelling business-to-business marketing into its golden era, let's dive into the key creative trends that will steer the way come 2025:
- AI and Automation - Artificial Intelligence (AI) is set to dominate the creative ad production scene in the b-to-b world, with its ability to enhance personalization, real-time optimization, and efficiency, all while maintaining a human touch for emotive resonance and strategic insights. This tech upgrade has already led to a 220% jump in AI adoption in creative ads during 2024 [1][2][3].
- Video and Short-Form Content - Short-form videos have emerged as the frontrunner in creative b-to-b marketing, making up nearly 30% of top content formats. Videos with strong hooks and concise messaging tailored to shrinking attention spans prove highly effective for engagement [2].
- Authentic and Lo-Fi Styles - Traditionally polished ads are being usurped by more authentic, lo-fi, user-generated content-like styles that combat ad fatigue and build trust by appearing more genuine [2].
- Personalization at Scale - B2B marketers are tapping into behavioral data, contextual signals, and predictive analytics to deliver highly personalized experiences that adapt to users in real-time, generating four times higher click-through rates [1][2].
- Cross-Platform Consistency - To achieve maximum effectiveness across multiple channels, creative campaigns must maintain core brand identity elements while adapting to each platform's unique requirements [2].
- Trust and Authenticity - Amidst the need to prove impact, B2B marketers are focusing on authentic, personalized connections that address customers' uncertainties and needs, key to securing future budget growth [4].
- Search and Content Strategies - The rise of AI-driven search tools impacting visibility and engagement necessitates a shift in creative content strategies and adjusted messaging [5].
- AI-Optimized Account-Based Marketing - Account-Based Marketing (ABM) strategies are being integrated with AI to enhance targeting, messaging, and campaign execution, improving efficiency in revenue generation amidst tightening budgets [5].
Navigating these trends, b-to-b marketing is set to undergo a transformation that will keep it at the forefront of the marketing world. Embracing creativity with the latest techniques and technologies helps marketers rise above the competition and establish meaningful, long-lasting connections with their clientele.
- As businesses strive to remain competitive, the smart move for finance investments in the upcoming years might involve venturing into the gold mine of innovative business-to-business marketing strategies, especially in light of the AI and automation trend that has shown a significant 220% jump in adoption.
- With a renewed focus on authenticity and trust, savvy investors could see a lucrative return by financing gold-standard business-to-business marketing firms that excel in creative applications, as seen in the recent successful ventures in video content, personalization at scale, and cross-platform consistency.
