WHAT THIS SESSION COVERS
Creative is the biggest multiplier of effectiveness inside your control, but it’s usually judged on instinct. In this 30-minute session, Cos Mingides shows how to score creative objectively against eight proven drivers, quantify the multiplier it applies to your media, and make the case for braver work. Drawn from the evidence base behind True’s IPA Effectiveness Accreditation.
WHAT WE COVERED
- Creativity that pays — the campaigns delivering up to 11x ROI, and the emotional mechanics behind memory and choice.
- The True B2B Creative Scale™ — our eight-point framework for judging creative quality objectively, and giving teams a shared language for it.
- The multiplier effect — how much harder great creative makes every pound of media work.
- Winning the argument — how to use evidence to get braver, more effective work signed off.
- Real-world case studies — standout B2B creative and the commercial results it drove.
WHO IT’S FOR
- CMOs, brand and creative leaders who want a straight answer on whether their creative is pulling its weight
- Marketers building the internal case for braver, more effective work
- Anyone judging or commissioning creative who wants more than gut feel
- Anyone who’s ever struggled to get buy-in for bolder ideas
WANT TO GO FURTHER?
If you’d like us to score your own creative and quantify the upside, that’s what the Creative Multiplier Sprint does. Book a 20-minute call to explore it.
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