Establish a shared standard for judging creative quality so your organisation produces more commercially effective work, more consistently.
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The challenge
Most B2B marketing teams have an opinion on creative work. Few have a shared standard for judging it.
Without one, creative decisions get made on taste, seniority, or gut feel. Brave ideas get diluted. Safe work gets approved. And the gap between what your marketing could achieve and what it actually delivers keeps growing.
Building a culture of creative effectiveness means giving every person in your organisation — from CMO to CFO — the language, tools, and confidence to recognise, protect, approve and produce ideas that drive real commercial impact.
By demonstrating the direct link between creative marketing and business growth, we'll equip you with strategies that foster a culture of creative excellence within your team whilst aligning business stakeholders and elevating creativity to the boardroom.
What this session covers
Built around the True B2B Creative Scale — a diagnostic framework that defines creative quality from damaging to iconic — this half-day session gives your team a shared standard for evaluating and elevating creative work.
We bring the Scale directly into your organisation and work through it together, including:
- The commercial argument for creativity — the evidence behind why more creative campaigns drive stronger commercial outcomes, and what that means for how your organisation invests in ideas
- Introduction to the True B2B Creative Scale — what it is, how it works, and why a shared standard changes everything. We bring the Scale to life through practical examples from across the B2B industry — showing what each level looks like in the real world
- Scoring your work and the competition — we assess a selection of your recent creative output against the Scale, establishing an honest baseline for where you stand
- Reading the results — we discuss what the scores reveal about your creative culture and where the biggest opportunities lie
- Embedding the Scale — practical ways to make the framework part of how your team briefs, reviews, and signs off creative work every day
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What you'll leave with
- A shared language for creative quality across your organisation
- An honest score for your current creative output — and a clear picture of what it would take to raise the effectiveness of your work
- Practical approaches to embed the Scale into your creative process immediately
- Greater confidence to back braver, more commercially effective ideas
Who this session is for
B2B marketing leaders and their teams who want to:
- Raise the creative ambition and output of their organisation
- Build alignment between marketing, leadership, and creative partners around what good looks like
- Move beyond subjective creative feedback toward objective, effectiveness-led evaluation
- Understand why their creative work is or isn't driving the commercial results it should
Format
Half-day interactive workshop, delivered on-site at your organisation or online.
The session includes the True B2B Creative Scale framework, live scoring of your creative work and the work of your competitors, facilitated discussion, and practical tools your team can apply immediately.
Tailored to your business, industry, and creative challenges throughout.
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Why True
True is a brand-first B2B creative and media agency — and the only B2B agency with IPA Effectiveness Accreditation. The True B2B Creative Scale is our proprietary framework, developed through 14 years of B2B creative work and informed by leading effectiveness research from WARC, The B2B Institute, and the Ehrenberg-Bass Institute.
We don't just teach the framework. We use it ourselves — every day, on every brief.
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