Cos Mingides is one of the Co-Founding Partners at True, one half of the creative spark for this podcast series. True was founded in 2012 to be a different type of B2B agency - to break free from the world of short-term 'performance' and the kind of marketing that swamps the industry without much deeper impact.  We talk about: What being 'a bit more Don Draper' means to him and his purpose behind launching this podcast Why he co-founded True What B2B advertising is lacking The 5 principles of growth in B2B marketing and why some marketers don't use it We hope you enjoy our fascinating conversation with Cos.