Ben Peckett, Group Creative Director at Amplify, shares his career journey and the evolution of his role. We discuss the convergence of B2B and B2C in the creative industry and the importance of understanding the target audience. The discussion also delves into the art of storytelling and the power of creating shared experiences. The evolving landscape of brand experiences, especially in the luxury market, is examined, highlighting the need to balance exclusivity with accessibility and the importance of building relationships with customers.