Bader Rutter CEO David Jordan on the key to banishing safe work in B2B marketing [Video]

On the eve of B2B World Fest, the steering committee member and agency boss shares the secrets to building relationships that drive real return for B2B brands.

David Jordan will take to the stage at World Fest in Chicago tomorrow with a call to arms that we must all keep pushing to raise the bar in B2B marketing.

The vastly experienced agency leader, who was named chief executive of Bader Rutter in July, is witnessing firsthand an industry on a transformational journey. Technology, not least AI, is accelerating this change.

But this, he argues, is when strong agency-client relationships will become more important – not less. Trusted partners, he says, are the key to banishing ‘safe’ work and ensuring clients realize their creative potential.

Here’s what he told The Drum ahead of our biggest-ever B2B event taking place across Chicago and London tomorrow.

David, you’ll be setting the scene for us in Chicago. Can you give …