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Creativity

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Blog

17 July 2026 by Anna Stone

A Celebration of Effectiveness in B2B

There’s a lot of research about effectiveness in B2B but how do you turn the principles into a reality.

Blog

2 July 2026 by Richard Parsons

We know what works. So what's holding B2B back?

B2B Ignite returned to London on 1 July, and the industry is in better shape than it sometimes gives itself credit for. The rooms were full and the conversations were sharp, and credit to the B2B Marketing team for building the programme around exactly the right ambition, marketers taking more control of growth.

Blog

28 April 2026 by Richard Parsons

Inside the Judging Room: Trends and Contrasts at the ANA B2 Awards

Recently, I had the privilege of sitting on the judging panel for this year’s ANA B2 Awards. Reviewing the submissions provided a fascinating look under the hood of modern enterprise strategy, and several clear trends emerged that I am already discussing here at True.

Blog

14 January 2026 by Anna Stone

Don’t forget to watch the ads – Inspiration from a True Celebration of Creativity in B2B

Every year, we bring together client-side marketers to review and debate the best B2B creativity of the year. The breakthrough campaigns and the bold strategic thinking – presented by the brand leaders who made them.

Blog

12 May 2023 by Richard Parsons

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.

Blog

8 December 2021 by Grace Baron

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.

Showing 1–6 of 46

Creativity

A Celebration of Effectiveness in B2B

We know what works. So what's holding B2B back?

Inside the Judging Room: Trends and Contrasts at the ANA B2 Awards

Don’t forget to watch the ads – Inspiration from a True Celebration of Creativity in B2B

The 95-5 Rule of Advertising

Cannes Lions is giving B2B its time in the spotlight

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