True Achieves IPA Effectiveness Accreditation Once Again – Leading the Way in B2B

We're very proud to share that True has once again achieved IPA Effectiveness Accreditation — making us one of only 12 agencies to have earned the accolade every year it has been awarded, since 2021.

We’re in great company. But, we’re proud to say we remain the only B2B agency to hold this honour.

• What makes this recognition meaningful is the rigour behind it. Agencies are assessed not on claims, but on proof:
  1. How effectiveness is embedded into culture and ways of working
  2. How tools and frameworks link creativity to commercial results
  3. How measurement is applied in client work to demonstrate business impact
  
  This year, the IPA raised the bar with a new Impact section — asking agencies to prove not only how they advance their own practice, but how they help clients and the wider industry progress.
   
• For us, that’s the most important part. Effectiveness isn’t about reporting clicks or chasing short-term performance. It’s about proving the business effects of marketing: growth, value creation and competitive advantage.
   
  Reaccreditation validates the progress we’re making alongside clients such as KPMG, Mondi, iManage, Rocket Software and Exel Composites — organisations that have embraced an effectiveness culture internally, enabling us together, to link creativity to commercial outcomes and set new standards for B2B marketing.
   
  None of this would be possible without the brilliant True team, who continue to make effectiveness part of everything we do.
   
  As IPA judge Sadira E. Furlow, Chief of Global Brand & Communication at Tony’s Chocolonely, put it:
  “As a client, it is important to focus on effectiveness because we are always looking for work that is going to drive business results. Agencies that are IPA Effectiveness Accredited really stand out from the rest, because they have demonstrated that they are rigorously embedding effectiveness throughout their entire process.”
   
  You can read more about the accreditation and see the full list of accredited agencies here.
   
  B2B has historically been under-represented in effectiveness. Our mission is to change that, and we’ll keep pushing the category forward.