As a whole, the advertising & marketing industries have historically been very fond of patting themselves on the back for their innovation and creativity - if one needs proof just think about the seemingly never-ending new awards events each year. Yet in an age where B2B Marketers focus more then ever on engaging business audiences with consumer-style tactics, there is still a tendency to shoe-gaze and not focus on what the audience needs vs what brands think they require. At Kingpin our first question to clients is always "what does the audience get out of this?" Only with that starting point can we truly deliver engaging campaigns (and consequently great results).