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Ryan Smedstad, Director, Creative Services, Penske Truck Leasing
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B2B Creative with Penske
Truck Leasing
CREATIVE LANDSCAPE
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
BE LESS BORING
• Use humor
• Keep it real, be
human
• Shared values
VOLVO TRUCKS: JVD EPIC SPLITS
GE: CHILDLIKE IMAGINATION
THANK YOU
@penskemoving | @penskenews