B2B communications hasn’t always been seen as the most creative corner of the PR industry, but with more and more B2B agencies recruiting creative directors – and Cannes Lions introducing a Creative B2B Lions awards category last year – that perception is changing. Maja Pawinska Sims is joined on the PRovoke podcast by David Woodward, managing partner of B2B technology specialist Fight or Flight, alongside the agency’s first head of creative, former Weber Shandwick consumer lead Kate Sarginson, and associate director of strategy and creative Lauren Payne McLeod, to talk about the growing opportunities for creativity in B2B brand marketing.