Episode 215: The missing link between creativity and commercial impact, with Omne

About this episode

This episode explores the relationship between creativity and commercial impact in B2B marketing with insights from Omne's leadership.

In this week’s episode of the B2B Marketing Podcast, in association with Omne, Kavita Singh sits down with the ‘UK Agency of the Year’ to explore the tension between creativity and commercial impact. Joined by Anna Massey, Strategy Director at Omne, and Andrew Green, Creative Director at Omne, the discussion unpacks what commercially effective creativity really looks like in practice. From the mistakes B2B marketers make in brand and demand generation to the challenges of uncovering and applying insight, this episode is essential listening for marketers looking to drive stronger commercial results. The team also explores what an effective partnership between strategy and creative teams should look like, the biggest hurdles in measurement, and the thinking behind Omne Connect — a platform built specifically for the foodservice and away-from-home sectors. Want more? Omne will also be highlighting its ‘UK Agency of the Year’ win in a brand-new case study, released on June 4.

People in this episode

Host: Kavita Singh

Guests: Anna Massey, Andrew Green

Topics covered

• creativity
• commercial impact
• B2B marketing
• brand generation
• demand generation
• strategy and creative partnership
• measurement challenges

Keywords

• creativity
• commercial impact
• B2B marketing
• brand generation
• demand generation
• strategy
• measurement
• Omne Connect

Mentioned in this episode

Organizations: Omne, UK Agency of the Year, Omne Connect

Places: UK

More episodes of B2B Marketing Podcast

• Episode 218: Bare-Knuckle B2B: Are agencies still worth it? Sage’s Harry Davies on the truth · June 11, 2026 · 47 min
• Episode 217: Rewriting the B2B marketing rules with Nick Mason, CEO & Founder, Turtl · June 9, 2026 · 23 min
• Episode 216: B2B Ignite Teaser: Unlocking the human elements in B2B, with Deliveroo · June 2, 2026 · 13 min
• Episode 214: AI won’t fix your GTM: Why you need a systems-thinking CMO, with Marketbridge · May 26, 2026 · 19 min
• Episode 213: Best answer marketing: Building trust, reaching the 95%, and winning buying groups · April 15, 2026 · 26 min
• Episode 212: How Omne, UK B2B agency of the year, turned deep expertise into real growth · April 10, 2026 · 21 min