Creative effectiveness is not just about originality – it is about impact. In this article, we explore how B2B brands, especially in construction and manufacturing, can unlock long-term value by committing to campaigns that are strategically planned, insight-driven, and emotionally resonant. Featuring insights from the B2B Effectiveness Code and case studies like Snickers’ long-running success, the article breaks down what makes campaigns truly effective, why consistency matters, and how creative commitment multiplies results over time.

If you’re above the age of 30, whether you’re in the advertising industry or not, you’ll probably remember some sensational ads on TV, on posters around the city, and in the national press. People used to say they’d rather watch the ads than the programmes themselves. That’s how good they were.

The president of marketing company Yankelovich, Jay Walker-Smith, claimed in 2006 that the average person was exposed to around 5,000 ads per day. That’s ten times more than in the 1970s. That figure has only increased. Red Crow Marketing estimates the number is now between 4,000 and 10,000 per day. With everything surrounded by some form of promotion in the digital space, brands that prioritise creative effectiveness are the ones that stand out and stay remembered.

With so many distractions, it’s crucial to know whether an ad will be remembered and, more importantly, whether it will generate the intended response. Effectiveness is the ultimate goal, and the industry agrees. But this doesn’t just refer to click-through rates. It’s about whether an ad achieves its intended purpose. That could be raising brand recognition, driving enquiries, or converting interest into sales.

This is where creativity comes in. How that creativity is planned, supported strategically, and targeted effectively determines its impact. This is where creative effectiveness becomes essential. It’s where strategy meets execution and ideas translate into meaningful outcomes.

Contents

• The B2B Effectiveness Code

• Creative Commitment

• Why Insight Matters

• Snickers: A Case Study in Creative Effectiveness

• What This Means for B2B Marketers

• Conclusion

• FAQs

The B2B effectiveness code

As one of the most dynamic areas of marketing, B2B is growing in momentum. Ten of the world’s largest companies focus primarily on business-to-business. B2B digital ad spend has more than doubled since 2017 and continues to grow by over 20 percent annually, according to eMarketer.

To help B2B marketers evaluate their impact, the B2B Institute (in collaboration with WARC and LIONS) published a white paper called The B2B Effectiveness Code. At the heart of this paper is the B2B Effectiveness Ladder. It’s a six-tier framework to measure campaign success, from tactical activation through to strategic commercial impact.

Marketing effectiveness expert James Hurman, alongside Peter Field (his counterpart on the original Effectiveness Code for B2C), analysed 435 B2B case studies submitted to WARC and LIONS between 2010 and 2021. Their conclusion? Much of the sector’s understanding of how to create long-term value through marketing is patchy at best.

“B2B marketers are often seen as sales enablers,” says David Tiltman, VP of Content at WARC. “Marketing in the B2B space could do a lot more than simply support sales. It should be driving strategic growth.”

The B2B Effectiveness Code attempts to codify what strong B2B marketing looks like. It connects creative quality with commercial outcomes and clarifies the long-term commitment required to deliver it.

This highlights the difference between surface-level metrics and true creative effectiveness. It is the kind built on strategic insight, consistency, and bold thinking. It is not just about quick wins or short-term response. It’s about creativity that delivers commercial impact over time.

Creative commitment

According to the B2B Institute, the three most important commitments for marketers are: 1) longer campaign duration, 2) use of multiple media channels, and 3) maintaining steady spend. Together, these make up what the paper defines as creative commitment.

However, most B2B marketers are doing the opposite. They are reducing budgets, shortening campaigns, and narrowing channels, particularly in times of economic uncertainty. That’s a risk. Without consistency and investment, even the best ideas struggle to achieve creative effectiveness in the long run.

Hurman and Field are clear on this. “Creative commitment is an amplifier of robust strategy and media planning, not a replacement for them.” In other words, spend alone is not enough. Strategy, insight, and creativity must come first.

They reviewed award-winning campaigns and found that those lacking proper planning were ineffective, even with high levels of creative commitment. On the other hand, campaigns built on deep audience understanding and insight were far more likely to succeed. That is the foundation of creative effectiveness.

Why insight matters

Despite strong evidence in favour of long-term brand building, short-termism often takes hold, especially in times of crisis. The recent economic pressures have led many marketers to cut brand budgets and focus on performance activity alone.

But analysis of Cannes Lions case studies from 2007 and 2010 shows a different pattern. The brands that performed best were those that maintained or increased brand investment over time. In fact, there was an 85 percent increase in long-term brand-led campaigns among the most awarded work.

There’s nothing wrong with bottom-of-the-funnel messaging or response-driven campaigns. They absolutely have their place. But the future of successful B2B marketing lies in storytelling, memory-building, and emotional connection. All of these feed into creative effectiveness.

Creative storytelling and insight-driven planning are tools that enhance creative effectiveness, giving B2B marketers the edge.

If properly implemented, there is a chance to boost creative effectiveness. The most creative and well-targeted work will succeed. Those who are prepared to invest in long-term brand building will see the greatest return.

Snickers. “You’re not you…”

Charlotte Williams, VP of Content at Cannes Lions, describes Snickers’ “You’re not you when you’re hungry” campaign as an enduring icon. It’s based on a simple human truth. Hunger changes behaviour. The idea has been delivered with consistent messaging and execution.

“It has stuck with the same creative strategy since its debut at the Super Bowl in 2010 and has created strong commercial outcomes ever since,” she explains. The campaign has now run for more than a decade, winning 47 Cannes Lions across 14 categories and six countries. It has also featured four times in the WARC Effective 100 rankings.

The campaign’s long-running impact is a model for sustained creative effectiveness in action. According to David Tiltman, “Snickers is a rare example of a brand keeping a single creative platform in the market.”

What This Means for B2B Marketers

Despite strong evidence in favour of long-term brand building, short-termism often takes hold, especially in times of crisis. The recent economic pressures have led many marketers to cut brand budgets and focus on performance activity alone.

But analysis of Cannes Lions case studies from 2007 and 2010 shows a different pattern. The brands that performed best were those that maintained or increased brand investment over time. In fact, there was an 85 percent increase in long-term brand-led campaigns among the most awarded work.

There’s nothing wrong with bottom-of-the-funnel messaging or response-driven campaigns. They absolutely have their place. But the future of successful B2B marketing lies in storytelling, memory-building, and emotional connection. All of these feed into creative effectiveness.

Creative storytelling and insight-driven planning are tools that enhance creative effectiveness, giving B2B marketers the edge.

If properly implemented, there is a chance to boost creative effectiveness. The most creative and well-targeted work will succeed. Those who are prepared to invest in long-term brand building will see the greatest return.

Conclusion

In light of today’s economic uncertainty, cutting back on creativity or media spend may feel like the safe option. But it rarely delivers the desired results.

We’ve helped B2B brands achieve measurable growth through creative strategy. See our latest client work.

Now is the time to commit to creative effectiveness, not cut corners. The brands that stay the course are the ones most likely to shape the next decade.