B2B claims a bigger stage

For years, B2B marketing occupied an uneasy place in the creative industry. Despite influencing some of the world’s largest commercial decisions, it rarely drew the same attention as consumer work. Cannes Lions has been steadily changing that, and in 2026 B2B continues its move from specialist discipline to mainstream creative conversation.

The return of LIONS B2B, delivered in partnership with LinkedIn, reflects growing recognition that creativity plays a vital role in complex purchasing journeys, stakeholder influence and long-term business growth. Rather than focusing solely on lead generation or performance metrics, the programme explores how brand building, emotion and creativity contribute to commercial success.

A highlight will be Cracking B2B Creativity: The Buyability Levers That Power Successful Campaigns, where LinkedIn and WARC unveil new research examining the emotional and creative drivers behind effective business marketing. Joined by ServiceNow's Jim Lesser, the session aims to bridge the long-standing gap between evidence and execution, offering marketers a clearer understanding of how creativity influences buying behaviour in business categories.

The prominence of B2B content within the broader Creative Impact stream also signals how the distinction between consumer and business marketing continues to blur, with both disciplines increasingly focused on the same challenge: creating ideas that build trust, shape perceptions and drive measurable growth. In an era where professional audiences consume media, culture and content in much the same way as consumers, the B2B industry's definition of effective creativity continues to expand.