Up until a few months a go I genuinely believed that the confidence amongst B2B marketers was getting to the point where creative as clever and as brilliant as this could well be demanded by the braver clients, but now I’m beginning to wonder. There’s a gradual pressure building up, undoubtedly from within our clients’ businesses, to push the features, sell the benefits and to forget about the brand – “get us some leads”. We have to resist.

And we mustn’t forget how buyers are changing. Building the brand recession or no recession, is more important than ever before. Admittedly we may well not be using off the page advertising so much, but we need brave, confident and distinctive ideas that embed themselves within the minds of our buyers so that they remember us, feel favorable towards us and come to our websites when the time is right.

Please, fight this slump back into mediocrity – if only so that I can return to a good night’s sleep.