59% of B2B marketing leaders in the UK agree creative confidence is growing, the lowest figure amongst the 13 countries included in the study. Globally, the figure is on average 82%. According to the study, 39% of marketers globally believe B2B brands are increasingly harnessing storytelling, emotion and humour to help feed the lasting power of their creative campaigns. More than two thirds (69%) of this global sample agree B2B purchasing decisions are just as emotionally driven as B2C. Furthermore, the majority of B2B marketers (81%) say their brands are now producing creative campaigns that rival consumer brands. More here