Cos Mingides is the Co-founder and Head of Effectiveness at True, which was named B2B Creative Agency of the year in 2022 by the Association of National Advertisers. 

True is in the business of making a difference. They harness data-driven and cultural insights to unearth powerful human truths that are creatively transformed into memorable brand communications – and delivered with pinpoint media accuracy.

We discuss:

1. The key takeaways for B2B marketers from EffWorks Global
2. The difference between efficiency and effectiveness
3. How the best B2B marketers approach investment for growth
4. Balancing brand building vs short-term sales activation
5. The importance of ‘reach’ when it comes to effectiveness