Roadworthy B2B · Webinar 1 of 5 · Budget · Now on demand
Watch the session on sizing your media budget against the evidence — and setting a number that’s built to win.
Most media budgets are set by last year’s number, a benchmark, or a best guess — none of which tell you whether the number is sized to move market share. New IPA research from Les Binet and Will Davis found marketers rate budget at 35% of what drives effectiveness, when it actually explains 89% of the variation in profit payback. In this 30-minute session, Cos Mingides shows why budget is the most important growth lever you have, and how to turn a market-share goal into a number you can defend. Drawn from the evidence base behind True’s IPA Effectiveness Accreditation.
If you’d like us to run this on your own numbers, that’s what the Media Budget Setter Sprint does. Book a 20-minute call to explore it.
Founding Partner & Head of Effectiveness at True
A recognised leader in B2B effectiveness, Cos authored the first B2B paper to win an IPA Effectiveness Award — also earning the inaugural Best B2B prize and a WARC Award for Global Effectiveness in association with Cannes Lions. He’s a regular speaker at major industry events, a contributor to leading marketing publications, and a frequent judge for some of the industry’s top awards.
Five webinars. One question: is your marketing roadworthy?
True was founded in 2012 to be a different type of B2B agency — to break free from the short-term performance marketing that swamps the industry, with little impact. We’re in the business of making a difference, and we do it by building brands: creating powerful brand associations that deliver tangible business value and generate fame for our clients. True is the only B2B agency with IPA Effectiveness Accreditation, the UK partner of BBN — the world’s largest B2B agency network — and recognised by the ANA as Global B2B Creative Agency of the Year.
