True names award-winning strategist Martin Harrison as Strategy Director

Martin Harrison True

True, the B2B advertising agency, has named B2B Awards Grand Prix-winner Martin Harrison as Strategy Director.

His brief will be to ensure great strategy underpins all the creative work done for the agency’s clients, as well as to shape the department as the business expands.

Harrison reports to Cos Mingides, who is True’s Co-Founder and Head of Effectiveness, and will work across all the agency’s clients.

Martin Harrison

He was previously Strategy Partner at Wunderman Thompson, where he headed the agency’s B2B practice, working on clients including BT Enterprise and Global, Tableau and Amdocs.

He was also part of the team behind Sage’s ‘Boss It’ campaign, which won the Grand Prix at the B2B Awards 2021.

Prior to joining Wunderman Thompson, Martin was Head of Strategy at Huge, and Senior Social Media Planner at TMW.

Cos Mingides, Head of Effectiveness at True, said: “We met Martin while working as part of the IPA’s Future of B2B Effectiveness Steering Group and it was immediately evident that our visions perfectly aligned. 

“B2B is going through a bit of a revolution, with enormous potential to do real standout creative work. 

“Martin’s arrival bolsters our strategic capabilities and supercharges our creative vision and ambition. We’re thrilled to have him on board.”

Commenting on his appointment, Harrison said: “I’m very excited to join True at a great moment for B2B advertising. 

“The True team are laser focused on making fantastic creative work that gives our clients an unfair advantage in their markets and I can’t wait to get stuck in.”