Sticky Ideas & Strong Strategies: Angela Herbst talks B2B Advertising

On Monday, November 18th, AdLab had the privilege of welcoming back an exceptional alumna, Angela Herbst, for a truly inspiring and insightful talk. Angela, the Vice President of Client Strategy at Mighty Union, brings a wealth of experience to the table. Her impressive career also includes stints at top agencies like Hill Holliday, Allen & Gerritsen, PJA, and more. Her professional rapport with AdLab’s Chris Lee added a fun and engaging dynamic to the talk. Mighty Union is a dynamic, full-service independent agency that specializes in helping smaller companies scale by developing big, bold ideas. During her visit, Angela shared her wisdom with us, offering AdLabbers a behind-the-scenes look at her approach to client strategy, creative development, and what it takes to make advertising campaigns truly resonate in today’s competitive marketplace.

After sharing her career journey, Angela delved into her passion for B2B advertising, offering insights into the nuances of this unique field. She discussed how crafting effective campaigns for B2B clients requires a unique blend of creativity, strategy, and understanding of the audience's needs. Angela emphasized the importance of making campaigns “sticky”. Ensuring that the ideas and messaging not only stick with clients but also have long-lasting, meaningful impact is what makes a good campaign. 

During the Q&A, AdLabbers had the chance to ask Angela their most pressing questions. The atmosphere was charged with excitement as Angela offered candid and practical insights that directly addressed the challenges the team is facing in their current campaigns. Her responses were not just detailed, but grounded in real-world experience, providing clear guidance on how to manage client expectations, stay creatively energized under pressure, and cultivate meaningful, lasting relationships in the industry. Angela’s approach was refreshingly direct and actionable, leaving the group with a renewed sense of focus and direction.

We are so grateful that Angela took the time to speak with us!