The Future of In-House Creative Leadership 35 Shawn Perritt, VP of Brand Strategy & Creative at Acquia
Sep 10, 2025
Shawn Perritt, VP of Brand Strategy & Creative at Acquia, boasts 15+ years crafting creative strategies for top brands like Microsoft and Coca-Cola. He dives into the importance of B2B creativity that resonates emotionally to harness future opportunities. Shawn discusses leading Acquia’s rebranding and launching Acquia TV, aiming to humanize B2B marketing. He shares tips for gaining stakeholder trust at events, emphasizes protecting creative flow, and introduces a 'creative workout' to combat burnout. His insights highlight the bright future for in-house creative leadership.
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From Freelancer To In-House Balance
- Shawn Perritt spent about a decade freelancing and working remotely long before it was mainstream.
- He enjoyed agency-style big-idea work without agency politics and later appreciated in-house balance and deeper brand focus.
Rebrand As First Big Win
- Shawn Perritt was tasked with leading a rebrand immediately after joining Acquia.
- He used stakeholder interviews and agency frameworks to win buy-in and carve out time to do the rebrand properly.
B2B Wins By Being Human And Brave
- B2B brands that play it safe risk being forgettable while creative bravery creates differentiation.
- Treat marketing as Business-to-Human: entertain and educate the 95% who are future buyers, not just the 5% ready to purchase.