B2B or Not2B

I didn't sleep well last night, which is strange. I always sleep well. But, yesterday I was a guest judge at the CEBA Awards, the American Business Media Association's Award Show for B2B Advertising.

The experience was disturbing, provocative, inspiring; in short, the sort of thing that might keep you up at night. Note: I said "the experience" not "the ads."

We judges unanimously agreed that the overwhelming majority of submitted ads had none of these powerful qualities. In fact, most executions had none of the virtues one usually expects of advertising. Virtues like clear communication, distinctive branding, human insight, stopping power, strong writing and design, or anything even as remotely engaging as an idea.

Yes, there was some good work - a few bronze, silver, and gold needles in a tower of moldy hay. The voting completed, all of the judges gathered around ABM's conference room table to ponder the ugly step-sister status of B2B and ask ourselves, "Why?"

Later, I tossed and turned through my rare night of insomnia. There was only one thought that wouldn't let my eyes roll back:

WHAT AN OPPORTUNITY!!!


B2B Advertising can be HEROIC, MOVING, INSPIRING, BUZZY, BRANDED, SMART, IMPACTFUL, ASPIRATIONAL, INVENTIVE, STYLISH, HUMAN, CREATIVE.