Robbie Ferrara — Global Creative Director, monday.com
Published:
Why, when you hear the word B2B or SaaS, do you suddenly feel that you have to go into convention of talking like bankers and it's Navy blue and it's kind of very logical and rational… I think now with the kind of media landscape we have, from digital and social platforms, I think almost every advertiser now is a B2C. And so you kind of really have to work hard to break out and to get people's attention.
What does Robbie Ferrara say on The Agile Brand with Greg Kihlström?
Robbie Ferrara, Global Creative Director, monday.com, says: Robbie Ferrara, Global Creative Director at monday.com, explains why B2B brands must abandon banker-like conventions and embrace human, B2C-style creativity to stand out. He discusses monday.com's campaign addressing 'AI overwhelm', the operational and hiring principles needed to run an agile in-house creative engine, and defends the irreplaceable value of human lateral thinking even as teams use multiple AI tools.
From: The Agile Brand with Greg Kihlström
Cite as: Robbie Ferrara. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/robbie-ferrara-why-when-you-hear-the-word-b2b-or-saas-do-you-suddenly-fee