Reuben loves B2B and has been fighting for its creative standards for over 16 years. Fed up with people assuming that B2B creative has to be dull and ordinary, Reuben decided to get even with 101 Clichés – a widely acclaimed book and website which highlight the most serially offensive ideas in a bid to eliminate creative faux pas forever! Now he’s made the films, check out clichekillers.com. Reuben is hoping to see brave conceptual thinking in this year’s awards. Concepts are what make marketing memorable and creative departments enjoyable in his view. Step up B2B Braves and prove that there’s more ways to sell than the ‘nice line and design’ approach. Reuben is delighted to see the Drum giving B2B it’s due with a specialised global award scheme and can’t wait to see the spoils of your B2B conquest. Every good idea that lives to see the light of day is a mighty victory, Reuben salutes you!