5 Creative Lessons for B2B Brands

The London Prophecy and Digital teams often spend time together looking beyond the sectors we serve to stay informed on the trends and latest thinking in digital brand-building and storytelling.

We recently spent two days at In Motion London – a creative festival at the Barbican that celebrated new developments in the moving image fields of animation, visual effects, digital arts, film and games. It might not sound like an obvious fit for many of the B2B and financial brands we serve – which is exactly why we went.

Because creativity isn’t confined to one industry. It’s what sets ambitious brands apart, no matter the sector.

Here are five lessons from a world that lives, breathes, and moves creatively, and what B2B brands can take from it.

1) Emotion creates connection

Even in serious industries, emotion always wins. Humor and empathy make complex stories stick. B2B isn’t just about simplifying – it’s also about humanising. We’re seeing more firms in private markets and investment management embrace storytelling that connects on a human level. It’s not about being funny for the sake of it; it’s about feeling something – and that’s how brands build connection and trust.

2) Storytelling wins hearts and minds

We live in a world that moves – scrolls, swipes, and stories. Static ideas can’t compete. Motion brings storytelling to life and emotion to the message. For B2B brands, the best storytelling doesn’t just explain – it moves people. When storytelling narrative and humanity meets message clarity, even the most complex story becomes accessible and memorable.

3) The boundaries are blurring

Entertainment. Social. Advertising. It’s all one conversation now. Smart brands play where audiences already are and don’t worry what label it falls under. Audiences don’t separate “corporate” from “consumer.” If it’s relevant, interesting, and well-told, they’ll watch. And remember.

4) Revenge of the nerds

The future belongs to the curious. The detail-obsessed. The craft lovers. Call them nerds if you want, but they’re the ones making the magic. In our world, the “nerds” are often strategists, analysts, editors, animators and coders who dive deep into the craft – and in financial marketing, that precision matters. Great creative thinking amplifies brand awareness, drives engagement and builds trust by helping audiences truly feel the story behind the numbers.

5) Work with people who love the craft

It seems obvious, but the best work comes from teams who enjoy making it. Energy and curiosity show up in every frame and word. Hire people who care deeply.

Creative energy is contagious – this shows in the brand and the connections it creates.

Moving to necessary

Creating energetic brands that accelerate commercial value starts with these principles. Some of them are helpful reminders, but the reality, is that the core of what we do as brand-builders stays the same, from B2B to animation and gaming. Humans react to brands built by people who understand what motivates us and what authentic storytelling looks like, no matter the industry.