Luxid co-founder and COO Susanna Juusti has been appointed to the Creative B2B jury for the 2026 Eurobest Awards. She is the only Finnish professional represented on this year’s jury.
“Joining the Eurobest jury is a meaningful recognition of the work I have been fortunate to do over more than 30 years in B2B marketing, customer experience and business development. It is also a unique opportunity to evaluate some of Europe’s finest B2B creativity and exchange perspectives with leading professionals in the field,” Susanna says.
Evaluating creativity that drives business growth
Every year, Eurobest sets the benchmark for creative excellence across Europe. The Creative B2B Award recognizes work created for business decision-makers, assessing the strength of the creative idea alongside its strategy, execution and results. The judging will take place in London 29–30 November.
For Susanna and Luxid, Eurobest offers an opportunity to examine what distinguishes effective creative work from the merely well executed: a strong audience insight, the courage to approach a familiar challenge differently and evidence of meaningful impact. The perspectives gained through the judging process can help Luxid make our clients’ marketing even more ambitious, effective and creative.
The role of creativity in the AI era
As AI makes it possible to produce content at unprecedented speed and scale, the central creative challenge is shifting from production to relevance. Greater volume does not create greater value. Distinctive ideas still depend on audience insight, sound judgement and the ability to create a meaningful connection.
“I particularly value work in which creativity is grounded not in guesswork, but in a deep understanding of the audience, research and data. At its best, data tells us what is happening, but creativity determines why people should care,” Susanna says.
Contacts
Interested in hearing more about Luxid’s take on B2B creativity?
Susanna Juusti, COO, Luxid Group
Press inquiries:
Jenna Timonen, Regional Marketing Lead, Luxid Group
