Ask a B2B shop about their B2C cousins and invariably you will hear something like this: “B2C agencies are a bunch of undisciplined, overpriced children who should stay away from the serious business of B2B marketing and leave it to the adults before they do some real damage.”

Ask a consumer agency a similar question and they’ll invariably reply: “B2B shops should keep their second-rate versions of ideas that they stole from outdated back issues of B2C awards annuals and leave the creativity to the real agencies – the ones who do the consumer marketing that those B2B shops only wish they could still do.”