BBN UK scoops Global B2B Creative Agency award

True named Global B2B Creative Agency of the Year 2020 at the 40th annual ANA Global Ace Awards

B2B creative agency True, BBN’s partner agency in London, UK, scooped the coveted Creative Agency of the Year accolade alongside three other category wins at the US-based ANA Business Marketing NYC Global Ace Awards.

The annual awards – described as the B2B marketing industry’s ultimate creative showdown – recognise the most creative B2B marketing campaigns globally. True was named a winner in four categories, comprising:

In awarding True the coveted Creative Agency of the Year ‘gong’, the judges said: “Great is great; no other rules apply for this category. This award is given to the agency whose totality of work in the past year rose above. Budgets and channels are not the things here – it’s about the consistent level of breakthrough and rise-above creativity. If you kick B2B creative ass, get the cred!”

Many campaigns over the past year contributed to True’s Creative Agency of the Year win. For ROCKWOOL, True exhibited its corporate ‘7 Strengths of Stone’ positioning through a series of extreme video product demonstrations, resulting in 1.8m page engagements in three months; 5.5m Facebook impressions with 30.7% post engagement rate; and 326% increase in unique website visits and 400% uplift in dwell time. This campaign alone picked up the three category wins.

True’s work for Click Travel’s new SaaS travel booking platform depicting the World’s Smoothest Traveller; ‘Minds Made for Financial Services’ for EY; and ‘You Do Your Thing. We’ll Take Care of Your HR’ for HR services provider Peninsula also led to their crowning last night.

Cos Mingides, Founding Partner of True said: “We’re incredibly humbled and honoured to be named Creative Agency of the Year over some of the best B2B agencies in the world for whom we have so much respect and admiration. This is a very special moment for the team and a great reward for their endless and often obsessive creative spirit – I couldn’t be prouder of them. But we would not be here if we did not work with such incredible clients who allow us to push creative boundaries. It’s very easy to play it safe in B2B and we cannot thank them enough for valuing creativity and empowering us to produce standout work.”

True, founded in 2012, has enjoyed a bumper year with 12 account wins, revenue growth of 47% and 100% client retention. New clients include IT company Hewlett Packard Enterprise; the UK’s leading HR, employment law and health & safety firm Peninsula; and Click Travel – a next-generation corporate travel platform.

The agency’s successes over the last year are the result of original and boundless imagination and hard work, a passion for bringing B2C creativity to B2B marketing and a new working ethos that encourages the team to be free-thinking and adventurous, which has paid dividends and has now resulted in global recognition.

Usually held at Forbes on Fifth Avenue in New York City, the longest-running B2B creative contest in the USA took place virtually for the first time – but that didn’t affect the show as guests were treated to live entertainment, interactivity and an exciting ‘showdown’ format which made for a fitting 40th annual celebration.

A full list of the 2020 winners can be viewed here.



Founded in 2012, True is a B2B creative and media agency with the central philosophy: to ‘Make it memorable’. We believe that unignorable creativity, delivered with pin-point media accuracy, is the best way to achieve large and lasting business outcomes.

True’s clients span industries, including professional services firm EY; IT company Hewlett Packard Enterprise; fintech company Ingenico; business services company Yell; Mondi Group in manufacturing and Click Travel – a next-generation corporate travel platform. It is run by co-founders Cos Mingides and Richard Parsons.

True is the London office of BBN International – ranked Number 1 International Marcomms Agency 2020 in the B2B Marketing Agencies Benchmarking Report.

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