In this session, we’ll explore how B2B marketing is being redefined through the power of Connected TV. As growth becomes harder to sustain and traditional demand generation strategies fail to deliver, marketers face a fundamental challenge: the Scale Paradox.
Maor Chen, Co-CEO of McCann Digital, unveils how McCann 6, a new orchestrated demand creation system, is helping B2B brands break through that ceiling—using data-driven ICP discovery, AI-powered creative agility, and premium media environments like Netflix, Amazon, and FOX to not just reach, but resonate.
This session will cover:
• Why traditional B2B demand creation is broken—and how to fix it
• How to turn high-value attention into pipeline using CTV
• How to deliver targeted impact by reaching real decision-makers—where they actually spend their time: in premium digital environments
• How premium demand creation is now fully measurable—and designed to drive real business outcomes

Maor Chen is the Co-CEO of McCann Digital and one of Israel’s leading voices in digital strategy and brand performance. With over 20 years in the advertising industry, he has played a pivotal role in shaping the digital transformation of Israel’s top brands. For the past decade, he has led the digital strategy across McCann’s client portfolio, bringing a brand-driven approach into the heart of performance marketing.
• Previously the CEO and co-founder of Ecaliptoos—one of Israel’s pioneering social media agencies—Maor was among the first to recognize the strategic power of digital storytelling. His core expertise lies in connecting brand thinking with smart full-funnel execution, combining creative, media, social, and data to build demand and drive growth for both B2C and B2B brands