By Staff Writer

Everyone hates a cliché and when it comes to B2B advertising, the sector is littered with them. In a business that purports to be ‘creative‘ and ‘innovative‘ the same old worn-out ‘ideas‘ have been rolled out for decades — just think how many times you’ve seen a jigsaw puzzle with one missing piece used to represent the business consultancy that will fix a company‘s problems, or indeed the handshake that tells the story of deals being made.

Such use of imagery in advertising is the opposite of ingenuity; it simply smacks of laziness and a complete lack of creative vigor.

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Source: The Drum