TRUTH
ABOVE ALL

We’re called True for a reason.

Truth in advertising.

It’s a potent weapon. It gets attention. It generates fame for the brands we work with. It creates relevance and competitive advantage. We dare to tell the truth. It sticks. It jolts. It makes people think. It makes people remember. And most importantly, it unites brands with their customers.

MAKE IT MEMORABLE

When we first opened our doors in 2012, we won a Grand Prix for a campaign featuring the elephant in the room. He represents our ethos of working tirelessly to unearth powerful human truths and bringing them to life in memorable ways that engage and excite business audiences.
LIVE BY THE NAME

Our name is our philosophy, so we are dedicated to the truth here. The true promise of a brand. The true human emotions that our advertising touches. Advertising doesn’t work unless we make meaningful contact with the audience. And the most powerful way to do that is through truth.
EVERYTHING IS ADVERTISING

We’re a B2B advertising agency with a difference. We classify advertising as “anything that makes our clients famous”. Whether that’s a 24ft elephant sculpture or something we cannot even conceive yet, this simple ethos means we encourage and foster thinking that stretches beyond the norms.
HUMAN IN EVERYTHING WE DO

We’re living through a technological revolution that is erasing the boundaries between professional business buyers and the consumer purchaser. True brings consumer thinking to professional audiences across every channel with creative flair.
THE BEST IDEA WINS

Our close-knit and eclectic creative culture encourages good ideas to come from anywhere. We don’t care if they come from a designer, an account exec, or even an Uber driver. By always being open to good thinking, we push and inspire one and other to conceive the best answers.
A POLICY OF TRUTH

The truth can hurt, but it can also heal. That’s why we have a guilt-free truth policy. We believe in being transparent with each other and our clients. Telling and receiving the truth guides us all to continuous improvement.

LEADERSHIP

Richard Parsons

Founding Partner

Richard once turned down a copywriting job from CPB’s Chuck Porter to pursue a career in strategy. He started his career at Anderson & Lembke, the world’s largest B2B agency at the time and went on to become one of the early pioneers of digital marketing. He has spent over 30 years devising strategies across numerous business sectors. His proven track record of helping both blue chip and start-up companies has made him an agile creative thinker. He’s our super planner across all accounts.

Cos Mingides