IPA Effectiveness Conference 2025

BEYOND THE ALGORITHM:
THE NEW RULES OF B2B
MARKETING EFFECTIVENESS

A masterclass for B2B marketers who want to stop blending in—and start building brands that actually grow in the AI era.

  • On demand
  • Webinar
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WHY YOU CAN’T MISS THIS

The IPA Effectiveness Conference is where rigour meets disruption—where effectiveness evolves through new R&D, provocative thought-leadership and unmissable case studies.

As part of the conference, we hosted a satellite event - an exclusive webinar on building brands in the AI era. Because while everyone’s talking about AI, no one’s talking about the strategic partnership between humans and AI to drive real business growth.

AI brings speed and efficiency, as well as new challenges and considerations that impact effectiveness, but it doesn’t replace the fundamentals. Fame, creativity, and consistent brand investment remain the proven drivers of long-term growth. The challenge now is learning how to weave AI into the right places—without losing sight of what actually builds brands.

The webinar is led by True’s co-founders, Richard Parsons and Cos Mingides—leaders of the only B2B agency with IPA Effectiveness Accreditation. That means this isn’t theory or guesswork—It’s a masterclass in driving real business value from marketing.

WHAT WE DISCUSS

  • Fame beats awareness: Why being front-of-mind wins 90% of B2B sales, and how AI is affecting brands’ ability to stand out
  • Creativity that sticks: The campaigns that deliver 11x ROI and the emotional strategies that build memory
  • The Dual-Brain Funnel: A modern model for mapping content across the buyer journey—where humans and AI each play to their strengths
  • Consistency & investment: How consistent brands drive 28% more impact—and how to set budgets that unlock growth
  • Real-world case studies: See how standout creative drove search uplift, brand fame, and commercial results

WHO SHOULD WATCH

  • Senior B2B marketers who want a strategic framework for implementing AI
  • CMOs and Heads of Marketing looking to prove the value of creativity
  • Strategy, brand, and media leaders who want to align human insight with AI efficiency
  • Anyone who’s ever struggled to get buy-in for bold ideas and bigger budgets

BEYOND THE ALGORITHM: THE NEW RULES OF B2B MARKETING EFFECTIVENESS WEBINAR

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The Speakers

  • Cos Mingides

    Cos Mingides
    Founding Partner & Head of Effectiveness at True

  • Richard Parsons

    Richard Parsons
    Founding Partner at True

The Speakers

Cos Mingides

Cos Mingides

Founding Partner & Head of Effectiveness at True

Cos started his career in business development before moving into creative production and client services. He has supported the growth of several pioneering digital and mobile agencies, winning and leading production for some of the UK’s leading advertising agencies, including AMV BBDO and BBH.

Richard Parsons

Richard Parsons

Founding Partner & Managing Director at True

Richard once turned down a copywriting job from CPB’s Chuck Porter to pursue a career in strategy. He started his career at Anderson & Lembke, the world’s largest B2B agency at the time and went on to become one of the early pioneers of digital marketing. He has spent over 30 years devising strategies across numerous business sectors.

WE BUILD B2B BRANDS

True was founded in 2012 to be a different type of B2B agency. To break free from the world of short-term performance marketing that swamps the B2B marketing industry, with little impact. We are in the business of making a difference. And we do that by building brands – creating powerful brand associations that deliver tangible business value and generate fame for our clients.

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