CEO of Propeller Group Kieran Kent sat down with Sophie Mackie, Head of Global Partnerships at Advertising Week in New York to explore how B2B marketers can connect with audiences through cultural storytelling and creativity.
Making B2B More Human
Propeller Group offers PR and Growth Marketing services and operates at the intersection of media, advertising, and technology, helping agencies and brands tell stories that resonate. Kieran opened with the simple truth: “Even in B2B, you’re talking to people.” While B2B audiences are time-poor decision-makers, they’re also music fans, film lovers, and sports enthusiasts.
He outlined how successful content goes beyond corporate messaging. It taps into shared cultural touchpoints, sport, fashion, film, or music-to make brands relatable and relevant. “B2B doesn’t have to be boring,” he said. “Cultural storytelling brings energy and personality into the conversation.”
Culture in Action
Kieran shared examples of how Propeller ties clients’ narratives to pop culture moments, including how one client explored opportunities for brand storytelling around the Brad Pitt-starring F1 movie, showing how authentic brand integration can enhance both entertainment and marketing value.
Another client has just offered a contrarian take on the Taylor Swift phenomenon on the back of the singer’s latest release, questioning whether the amount of noise around Taylor is so loud the chance of cutting through by jumping on the bandwagon is slim. This take was against the general tide of advice and provided a fresh angle for the publication where it landed.
He also cited how a client used the Oasis reunion to springboard a piece on the importance of brands working with cultural moments that can bridge generations via nostalgia and engage audiences emotionally.
Balancing Authenticity and Risk
While embracing culture can pay off, Kieran stressed the need for authenticity. “Don’t chase every trend, pick cultural moments that genuinely fit your brand’s voice and audience,” he advised. He also urged marketers to experiment and take calculated risks, especially with formats finding increasing traction with B2B audiences, such as short-form video and podcasts.
Consume Culture, Then Create It
Kieran’s closing message was one for every aspiring content director: “Consume culture as much as you create it.” By observing trends, experimenting with formats, and iterating on what works, B2B marketers can build campaigns that feel more human, relevant, and connected.
In an industry often defined by caution, Kieran reminded the audience that creativity and a touch of culture, can be the ultimate growth driver.
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