Cos Mingides

Co-Founder and Head of Effectiveness at True, a BBN Agency

Cos is Co-Founder & Head of Effectiveness at True – London-based, independently owned, and part of BBN, the world's B2B agency.True is the only B2B specialist agency to be awarded an IPA Effectiveness Accreditation and one of the most awarded B2B agencies globally. Cos oversees the strategic and creative output of the agency, ensuring it meets core principles of creative effectiveness.In 2022, he authored the first paper from a B2B agency to win an IPA Effectiveness Award since the highly coveted awards programme was founded in 1980. The entry also won the inaugural special award for Best B2B in the same year. In Cannes last year, the entry also won a WARC Award for Global Effectiveness, adding to over 100 industry awards in the last 10 years, including gold at the DMA Awards, The Brand Film Awards, the Grand Prix at the B2B Marketing Awards, Best in Show at The Global Ace Awards and The Chair’s Award at The Drum Awards Festival.He is flying the flag for B2B creative effectiveness, regularly speaking at industry events such as IPA EffWorks Global, and is a content contributor to WARC, The Drum and The IPA’s newsletter. True also runs proprietary events in partnership with the likes of System 1 and The LinkedIn B2B Institute, helping to educate B2B marketers on effectiveness principles and support evidence-based decision making that will drive better business outcomes. Central to that is the power of creativity that connects, entertains, inspires, and motivates audiences.Cos is also a regular on industry award judging panels for B2B, including the ANA B2 Awards, The ANA Global Ace Awards and The Drum Awards, where he was asked to be Chair of the Judges in 2023.