This is a guide created by https://www.truedigital.co.uk/ on the agency approach to effectiveness. Two years ago, true were one of 19 agencies to receive the IPA’s Effectiveness Accreditation, an award that recognises leadership in marketing effectiveness. Since then, economic conditions have tightened and scrutiny of marketing budgets has increased. Brands and agencies must work harder than ever to demonstrate the impact of investment. So we have created this guide to share the lessons we've learned and how we apply them to the work we deliver.