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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Fund Experimental Brand Channels
- Use data to justify experimental brand projects and secure budget for top-of-funnel work.
- Carve an experimental marketing budget and treat video streaming as a branded channel to build long-term interest.
Creative Work Through ESG Collaboration
- Shawn joined Acquia's ESG committee and produced a video partnership with Flash Forest's drone-based tree planting.
- He used cross-functional collaboration to create impactful creative content for Earth Day.
Create Runway For Deep Creative Work
- Protect creative runway by reducing unnecessary meetings and handling administrative load as a leader.
- Let designers turn off notifications and attend only meetings where their voice matters to preserve deep work time.