Observed Signal · Jul 10, 2026 · Interview · Source: The Drum · Impact: 1/5 · Sentiment: Positive
Creative & Production Market: Ari Halper: B2B Should Mean Business-to-Person
Ari Halper, global ECD and head of creative excellence at R/GA and a juror on The Drum B2B Awards' Creative Aces jury, argues that B2B marketing should be reframed as B2P (Business-to-Person). He says marketers must remember they are communicating with people, not organizations, and that creative ambition in B2B can match B2C. Halper describes pragmatic use of AI as a strategic and creative partner—researcher, analyst and comp artist—while emphasizing the continuing need for human judgment and craft because AI tends to accommodate rather than challenge. He also discusses brand building, arguing long-term brand success is composed of many shorter efforts that should aggregate toward a consistent narrative. The Drum B2B Awards entries close July 23.
Opinion/interview offering creative perspective on B2B marketing; informative for practitioners but not industry-shifting.
Key Takeaways & Evidence Grounding
- Ari Halper is global ECD and head of creative excellence at R/GA.
- Halper is a juror on the Creative Aces jury for The Drum B2B Awards.
- Halper advocates reframing B2B as B2P (Business-to-Person).
- He uses AI as a strategic and creative partner but emphasizes persistent human judgment and craft.
- The Drum B2B Awards entries close on July 23.
Connected Companies & Entities
4 Entities mappedNetflix
Streaming platform with subscription and advertising revenue.
““Apple, Netflix, Nike, the ones we’ve all been referencing for decades in every meeting, are the ones who have mastered the long game.”...”
Apple
Consumer electronics giant with integrated software, services and advertising platforms.
““Apple, Netflix, Nike, the ones we’ve all been referencing for decades in every meeting, are the ones who have mastered the long game.”...”
R/GA
Global agency for brand, experience, campaign and AI design.
“As global ECD and head of creative excellence at R/GA, he has spent a career at the top of the creative industry....”
Nike
Global sportswear brand with a strong direct digital commerce ecosystem.
““Apple, Netflix, Nike, the ones we’ve all been referencing for decades in every meeting, are the ones who have mastered the long game.”...”
Ontology Mapping & Concepts
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