Committees | Events & Webinars | Using AI to Drive Differentiated Creativity (B2B Committee Meeting) | ANA

Using AI to Drive Differentiated Creativity (B2B Committee Meeting)

This event is over.


I. Opening Remarks from the ANA: 11:00 am - 11:10 am ET

II. Creative Distinction: B2B’s New Competitive Advantage: 11:10 am - 11:40 am ET

According to a significant body of data, creative distinction is a wide open playing field in B2B — an opportunity for brands in every sector to secure competitive advantage. ZS is a consulting and technology firm focused on transforming global health care and beyond. To drive growth, it sought to advance its positioning from excellence in analytics and technology to excellence in connecting data to human outcomes. This session explores how, in a world awash with brands seeking to push their data and digital credentials, ZS developed a powerful creative approach by using AI — one of its strongest differentiators — to achieve brand distinction above and beyond category convention.

Presented by:

Andrew Greenwood
Chief Marketing & Communications Officer


Jeremy Cochran
President, Americas
Stein IAS

III. Roundtable Discussion
: 11:40 am - 12:20 pm ET

One of the benefits of ANA Committees is the ability to share and learn from fellow marketers in a “closed-door” environment and to leverage and share knowledge and insights with marketing peers. Oftentimes, many marketers have similar challenges so come prepared to talk about key areas of focus and the challenges tied to creative distinction. Get ready to turn on your cameras and unmute your microphones to network, learn, and of course drive growth: for your career, company, our collective industry, and the field of B2B Marketing.

The Topic: Is B2B Turning the Corner on Creativity?

Within this roundtable discussion, we will discuss

  • Do you agree there’s momentum in B2B for creative distinction and creative effectiveness?

  • And does this require the utilization of creative strategies more often found in B2C communications, including emotionally connecting with audiences?

    If yes, how is that playing out in your business? Is there work to be done developing the internal culture to raise the creative bar?

    If not, why not? Sufficient level of creativity already? Greater belief or comfort in more rationally oriented messaging and approaches?

  • Plus more!

IV. Closing Remarks from the ANA: 12:20 pm - 12:30 pm ET

(Schedule subject to change)