It’s our name, but also our philosophy. Every day, who we are reminds us to put truth into everything we do. Why? Because truth is king when it comes to creating memorable human ideas.
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We like to think we buy a top-notch BMW because of its beautiful engineering, its performance, comfort and reliability. We probably really buy one because we think it’ll help us get laid, or differentiate us from the riff-raff.
There’s no getting away from it: business to business marketing is boring. It’s the Cinderella at the Marcoms Ball. But whereas Cinderella turns into a beautiful princess and finally bags her prince, B2B is destined to remain sweeping the fireplace unless we up our game.
At True, we fundamentally believe that something is wrong with B2B advertising; something is broken. We have an opportunity as marketers to change that. After all, we should always be trying to improve what we do, right?
It doesn’t happen overnight of course, but why shouldn’t developing a creative culture start from day one? I have a strong belief that creating a creative culture doesn’t just happen – it needs to be planned for. Here are our five starting points.