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Industry goals for 2025: Did we mention effectiveness ?
The Drum’s recent Predictions event covered everything from antihyperstimulisation and middlenials to aura beauty and whether AI is democratising data. There were some cautionary tales and worrying stats – but overall the future feels exciting.
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True retains its status as IPA Effectiveness Accredited Agency
B2B agency True has gained IPA Effectiveness Accreditation for the second time, and remains the only B2B agency to receive this special recognition.
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The 95-5 Rule of Advertising
The 95-5 Rule of Advertising* states that 95% of your potential buyers are not ready to buy today. These 95% are “out-market” today, but will be “in-market” sometime in the future.
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Cannes Lions is giving B2B its time in the spotlight
B2B is finally being given the ultimate platform to celebrate creative excellence. Cannes Lions have launched a new Creative B2B Lions Awards and it couldn’t have come at a better time. Set to honour innovative, effective and game-changing creative work in B2B, this announcement strikes a poignant moment in B2B history as a sure sign that things have changed.
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True Only B2B Agency to Receive IPA Effectiveness Accreditation
An announcement from the agency about how proud we are to be on the inaugural list. How it is testament to our focus on commercial effectiveness and the results we generate for our clients.
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Quantum Marketing: A new dawn for B2B
For centuries, scientists believed in the 'planetary model' of the atom, consisting of a nucleus and then a bunch of tiny electrons, making neat, predictable circles around that nucleus. This theory mimicked the physics of outer space and therefore seemed to make perfect sense.
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