For B2B Ad Creative, Playing It Safe Is Getting Awfully Risky

Saul Colt, head of the Idea Integration Co., brings in cartoonists and comic writers to shake up traditional business advertising

By Marie Griffin

Saul Colt, founder and CEO of the Idea Integration Co., watched as B2B clients put their ad campaigns on hold during the pandemic. Only half of his business came back in 2021, so Colt decided to shake things up in 2022 and took a big financial risk, hiring 17 cartoonists and comic writers formerly of "MAD Magazine" and "The Simpsons" to beef up the agency's creative muscle and widen the field of prospects to pitch.