In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Ilaria Pasquinelli to discuss all things regarding the Creative B2B Lions. B2B isn’t really known for being all that creative, at least historically, and the industry as a whole doesn’t fully understand its value. However, the advent of the Creative B2B Lions is signalling not only that creativity in B2B should be uplifted and celebrated, but also that there is a shift toward a more creative industry overall. But will the Creative B2B Lions be enough motivation to propel B2B towards a brighter, creative future? Ilaria Pasquinelli is the VP of Marketing at LIONS, the team behind the Cannes Lions International Festival of Creativity, and she is an experienced senior marketer with experience in driving growth through brand in both the B2B and B2C industries.  LIONS is the home of creativity, and they have been championing excellence in creativity for over 65 years. They are the team behind the Cannes Lions International Festival of Creativity, a yearly celebration across industries that aims to establish the standard for progressive creativity. You can find Ilaria Pasquinelli on Linkedin. You can find out more about the Creative B2B Lions here. You can watch full video versions of the podcast on our YouTube channel. Ready to provoke the truth? Get in touch at alan-agency.com. Hosted on Acast. See acast.com/privacy for more information.