12 October 2022 by Misha Ravat

True wins two IPA Effectiveness Awards

We are thrilled to bits that True has taken home not one, but two trophies at the highly coveted 2022 IPA Effectiveness Awards.

Established in 1980, the awards have turned Effectiveness into the global language of marketing. Every two years, the IPA Effectiveness Awards celebrate and showcase agencies, media owners or advertisers worldwide that successfully prove that their communications activity paid back.

28 cases from a total of 160 entries were awarded and recognised as the most effective marketing campaigns over the last two years. Our Catching Feels work for PERGRAPHICA®, Mondi won both a Bronze in the ‘Regional Market’ category and a ‘Special Prize for Best B2B’ – which is a new category this year.

Mondi, one of the largest paper manufacturers, targeted market share growth for its premium design paper brand, PERGRAPHICA®, amid market decline and industry uncertainty. Partnering with Adobe Stock, the strategy involved using emotive films and other digital assets, and a creative idea of ‘Catching feels’ as a metaphor for making people fall in love with your creative project.

Cos Mingides, Co-founder and Head of Effectiveness at True said:

“We’re thrilled that the IPA launched a special award that put B2B in the spotlight this year, and it was an incredibly proud moment for True to take home the inaugural Best B2B prize. Putting together an effectiveness paper is a mammoth task. It requires the close cooperation of clients with data gathering, so thank you again to everyone at Mondi who dedicated so much time to support the development of the entry.” 

Zoe Touchy, Brand and Product Manager at Mondi said:

"It's a very special moment winning the inaugural best B2B prize at the IPA Effectiveness awards. We’re incredibly proud of Catching Feels and the amazing success it continues to achieve. It's helped us not only build brand resilience during a turbulent time in the market, but also achieve strong growth. It's a real demonstration that the campaign has continued to capture the hearts and minds of our customers, while elevating the status and brand perceptions of PERGRAPHICA”.