20 May 2022 by Grace Baron

Long Live the Drum Marketing Awards

True has been shortlisted at the global Drum Marketing Awards 2022, in partnership with the Financial Times and PromoVeritas. We’re so pleased to have been nominated in both the Best B2B and New Product or Service Launch Strategy of the Year for our Long Live the XLA campaign for Acora.

The Drum Awards for Marketing reward the most effective campaigns, companies and people from around the world, focusing on outcomes not outputs. They aim to reward campaigns that prove a measurable effect. We’re so proud of our Long Live the XLA campaign, both for its category-defining creative and fantastic results, and are so thrilled to see it recognised alongside so many other great campaigns.

  • Our nominations:
    Best B2B Category
    New Product or Service Launch Strategy of the Year

Gary Higgs, Creative Director at True, shared: “We’re very proud for our Acora campaign to be shortlisted at The Drum Marketing Awards – one of the biggest awards programmes in marketing. I want to thank our clients for championing creativity and our team for their craft, which has made this ground-breaking campaign so effective and influential for the IT industry.”

Long Live the XLA

Acora challenged the status quo and put their name on the map, creating a category-defining service that changed business culture.

We launched Acora’s Experience Level Agreement (XLA), and ‘Long Live the XLA’ became a call-to-arms for professionals to demand more from their IT service providers.

The campaign achieved widespread coverage and Acora's share of category searches more than doubled. And with share of search proven to be an accurate proxy for market share in IT services, this increase equates to a £4.7m uplift in sales revenue in just four months.

See more on the campaign here

See the other nominations here