In this episode with Bevan, a creative director with over 25 years of experience, he discusses why creative remains "king" in marketing and how it's evolving in the B2B space. Bevan emphasizes the importance of breaking out of safe, conventional approaches while maintaining brand integrity. He shares practical insights on building stakeholder trust, managing creative vision through client feedback, and the delicate balance of pushing creative boundaries within brand guidelines. The discussion covers the evolution of brand identity, the importance of understanding different audience personas, and ends with valuable advice for new creative directors about the critical role of listening and building relationships. Throughout the episode, Bevan draws from his extensive video production background to illustrate how creative work can stand out in today's content-saturated landscape