In this episode, Jason Puckett, Director of Creative Services, shares his expertise on leading in-house creative teams in B2B environments. Jason explains how blending in-house capabilities with external agency partnerships can create a "hybrid model" that balances strategic insights and creative execution. He emphasizes the importance of aligning creative assets with business goals while pushing boundaries to deliver impactful and emotionally resonant work. Jason also explores how creative leadership has evolved, the role of storytelling in B2B, and the necessity of challenging brand guidelines to stand out. He advocates for fostering collaboration, empowering team members to innovate, and tailoring pitches to stakeholders’ personalities to sell bold creative ideas. Jason wraps up with actionable advice for creative directors: provide team members space to experiment and always deliver options that exceed expectations.