The Creative Advantage: How to Build a Disproportionate Share of Attention in B2B

In this session, Gravity Global’s Tom Golland (Chief Strategy Officer) and Renata Florio (Global Chief Creative Officer) unpack how disruptive ideas and a fearless approach to creative storytelling can set brands apart — even in markets where differentiation feels impossible. Discover how creativity serves as a serious business tool: earning attention, building emotional connections, and driving enduring demand across the full B2B buyer journey.

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Key takeaways

  • Why emotional connections drive brand fame and long-term business growth 

  • The three psychological drivers that keep audiences engaged: Fame, Admiration, and Belief 

  • Real-world case studies—practical, creative approaches that work regardless of budget size

  • How to stand out and breakthrough in B2B marketing 


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Turning attention into real growth

Our proven approach doesn’t just capture attention - it transforms it into measurable results using our F.A.B. Market Performance Model.

Awareness
Consideration
Intent
Purchase
Advocacy
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FAB

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can boost your demand?

Book a free 1:1 session with our experts to receive your customised F.A.B. insights report - including how you benchmark against peers - and uncover your biggest opportunities to drive enduring demand. 


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Returns realized: see our case studies.

Airbus Airbus
Transforming Aerospace Through Purpose-Driven Sustainability

Fame

Achieved +10% Global brand awareness.

Admiration 

Airbus outperformed nearest competitor in terms of media visibility and media sentiment with over 50% share of positive coverage in traditional and online media.

Belief

Airbus beat commercial aircraft orders by 400% and registered a higher share of voice in every region of the world.

Embraer Embraer
The Profit Hunter

Fame

Rose to become the world’s most loved brand in their market.

Admiration 

+93% positive net sentiment for E-Jets.

Belief

Resulted in 15.3bn in orders.

Payoneer Payoneer
Crafting Fame Through Diversity

Fame

Achieved a significant uplift in awareness and positive sentiment towards Payoneer. 

Admiration 

+10% Global brand awareness and +23% increase in global brand sentiment.

Belief

Resulted in a 273% increase in leads and 59,000 incremental registrations.