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B2B comms have a bit of a reputation.

Safe. Functional. Sometimes – let’s say it – boring.

But for Damian Nowell and Graeme Kendrew, creative directors at Radley Yeldar, B2B comms should be anything but.

“You have the opportunity to collaborate with some of the world’s top brands to bring complex ideas to life”,” says Graeme. “The challenge is how do you approach that with excitement and energy?”

Turning ‘boring’ into ‘brilliant’ is their guiding principle – especially when it comes to tackling dry, complex or difficult subject matter.

In this session, Graeme and Damian will walk us through how they approach this B2B challenge – including the ten lessons they’ve learned from the world of corporate comms.

They’ll be sharing:

• How to simplify complex, overloaded content without losing the message. “The worst thing is when you get a 60-slide deck that’s basically just been copied and pasted from someone’s brain, and then you have to turn that into a two-minute film or a landing page,” says Graeme.
• How to inject energy into traditionally dry topics and make them feel relevant to the people you’re trying to reach. “You can start thinking about the story you’re trying to tell, and how to make it relevant to the people you’re trying to reach,” adds Damian.
• How to create more cut-through by thinking about the diversity of audiences. As Graeme points out: “You have to keep asking: ‘Who’s going to see this? Who are they? And how do we make sure they actually care?’”
• Why creative storytelling in B2B isn’t just possible, it’s essential. “We’re solving a problem creatively,” Damian points out. “And that’s really exciting. You’re being asked to unlock something that maybe even the client doesn’t quite understand yet.”
  

“If we don’t put energy into B2B comms, we’re just adding to the problem,” they say. “It’s up to us to prove it doesn’t have to be boring.”

If this is something you’ve been trying to figure out, come along and hear how you can take corporate briefs from boring to brilliant – and make an impact along the way.