This document discusses creative strategies for business-to-business (B2B) advertising targeting truck leasing companies like Penske. It notes the challenges of reaching an older, conservative audience involved in complex purchasing processes. It recommends using humor, appearing human, and appealing to shared values to be less boring. It provides examples of Volvo trucks and GE embracing these strategies in their own creative campaigns.

1. B2B Creative with Penske
Truck Leasing

3. CREATIVE LANDSCAPE

4. B2B challenges
• Target
• Historically white males 35-55
who enjoy conservative stuff
• Complex decision making
processes with multiple
stakeholders
• Large, career-defining
purchases
• Smaller budgets?
• Focusing on product and
direct response rather than
building a brand

9. BE LESS BORING
• Use humor
• Keep it real, be
human
• Shared values

11. VOLVO TRUCKS: JVD EPIC SPLITS

12. GE: CHILDLIKE IMAGINATION

13. THANK YOU
@penskemoving | @penskenews