True Media - Building Real Connections
Finding ways to truly connect with people in today's very busy communication spaces can feel like a big puzzle. It's almost as if everyone is shouting at once, and it's hard for any one voice to really come through. This is where a group like true media comes in, aiming to help businesses talk to the people who matter most to them, not just with messages, but with actual meaning. They began with a simple idea back in 2005, starting small, just a few creative minds in one office, with a very clear goal: to make sure that what companies want to say actually gets heard and felt by their own customers.
You see, the idea was, and still is, about creating fresh, inventive ways to link businesses with their audiences. It's not just about putting an advertisement out there; it's about crafting a connection that feels real, something that sticks. Over time, that initial small team grew, and so did the ambition to do things differently. They really believe in giving their own people the freedom to think quickly and make good choices, to question the usual ways of doing things, and to always strive for something better, both for themselves and for the folks they help. So, every single day, the team at true media works to make sure everyone involved feels supported and ready to do their best work.
This approach has, in some respects, shaped how they work with everyone, from big, well-known names to newer businesses just starting out. They help these companies figure out how to best talk to their customers, making sure their messages are not just seen, but actually resonate. It's about being a partner, really, working side-by-side to figure out the best path forward in a world where things are always, always changing. They have seen a lot over the years, and one thing that stays constant, is that earning someone's trust and keeping their loyalty is a hard thing to do, and it can be lost quite easily, so they work to help with that.
Table of Contents
- How Does True Media Help People Connect?
- The True Media Way of Working
- What's Next for True Media?
- Staying Nimble with True Media
- Why Does True Media Focus on Trust?
- True Media and the Digital Information Space
- What Makes True Media Different?
- Growing the True Media Team
How Does True Media Help People Connect?
True media, which began its operations in 2005, set out with a pretty clear goal: to come up with smart, fresh ideas for how businesses could really bond with their own customers. It started with just one office, you know, and a small group of folks who had a lot of bright ideas. From those humble beginnings, the company has grown, but that core idea of making real connections has stayed at its heart. They really put a lot of faith in their team members, encouraging them to think on their feet, to act quickly, and to, well, challenge what's usually done. This means they are always looking for ways to do things better, for themselves and for the businesses they serve. Every single day, the people at true media work to make sure everyone on the team feels good about what they are doing and has what they need to do great work.
The True Media Way of Working
When a new project starts, true media likes to get everyone together for what they call a "campaign kickoff." During this meeting, they work with the client to put together a business brief. This brief, basically, becomes a sort of guiding document for the entire project. It's like a common understanding that everyone can go back to, making sure that all the efforts during the campaign stay true to the original aims. They are big believers in working openly with everyone involved – that's you, them, and anyone else who is part of the effort. This open way of working helps build a feeling of trust, which is pretty important, you know, when you are trying to make something good happen together. It means everyone is on the same page, sharing thoughts and ideas freely, which, in some respects, helps things move along smoothly and effectively.
What's Next for True Media?
Bruce Neve, who is the president of true media Canada, shared some thoughts about what we might see in 2024. He mentioned six things, actually, that he expects to unfold. He pointed out that the field they work in is always, always shifting. It's an area that changes quite often, adapts to new situations, and pretty regularly leads to new ideas and ways of doing things being picked up by others. So, in that kind of environment, being ready for what's coming next is a big part of what they do. It means staying curious and willing to learn, which is something true media really values. This constant movement in the industry means they are always on their toes, looking ahead to what might be important for their clients down the road.
Staying Nimble with True Media
The digital world, you know, is a place where things shift almost constantly. It's like trying to hit a moving target sometimes. For a company like true media, this means they have to be very quick on their feet. They have to keep up with all the new ways people are talking to each other and all the new tools that pop up. This ability to adapt is, in a way, what helps them stay relevant and helpful to their clients. It's about being able to see what's coming, to adjust plans, and to try new things without too much fuss. This kind of flexibility is, arguably, a big part of why they have been able to help so many different businesses over the years, from small ones to really large companies, figure out their communication strategies.
Why Does True Media Focus on Trust?
The folks at true media know a thing or two about how hard it is to build trust and loyalty. They often say that there isn't much they haven't seen in this business, and one big truth that has always stayed constant is this: earning someone's trust and keeping their loyalty is a really tough job. It takes a lot of effort to get it, it's hard to hold onto it, and it can be lost so, so easily. This understanding, you know, shapes a lot of how true media works. They aim to be a dependable partner, someone you can count on, because they know that at the end of the day, strong relationships are built on that kind of reliability. It's a core belief that guides their interactions with clients and how they approach every project, ensuring they always act with integrity.
True Media and the Digital Information Space
In the vast world of digital information, there are a lot of concerns these days about things that aren't quite real, especially when it comes to what's called "deepfakes." Truemedia.org, which is a nonprofit, is doing some very important work here. They are focused on finding political deepfakes that show up on social media. Oren Etzioni, who started truemedia.org, used to be, well, pretty hopeful about artificial intelligence. But now, his nonprofit is offering ways to spot these fake pieces of media. Users can share a social media post that has an image, a video, or an audio file, and truemedia's AI, working with other tools that already exist for finding deepfakes, will look at the content very carefully. This helps to figure out if it's real or if it's been made up. This is, you know, a very important effort given how much influence social media has.
Speaking of influence, a survey from Pew Research in 2024 showed that a pretty big number of Americans, about 78% of them, think that social media companies have too much sway and power when it comes to politics. This just goes to show how important the work of groups like truemedia.org is, trying to make sure that the information people see and hear is actually genuine. There's also a social media platform called Truth Social, which describes itself as a "big tent" space for America. It says it wants to encourage open, free, and honest global conversations, without, you know, judging people based on their political beliefs. This really highlights the different approaches to handling information and discussion online, and it's something that true media, in its broader sense, is quite aware of.
Beyond the deepfake detection, the media part of true media provides its clients with a really powerful statistical tool for research. This tool is, basically, designed to make it much simpler to find unique and different kinds of content whenever it's needed. It helps businesses get a better handle on what's out there, allowing them to make choices about their messages that truly stand out. This is, you know, a very practical way they help their clients make sense of a lot of information and find what's most useful for them. It’s all part of how they support businesses in making more informed choices about their public communications.
What Makes True Media Different?
True media is what's known as an independent media agency. What that means is they work on their own, not tied to a larger network, which can give them a lot of freedom in how they help companies. They work with businesses of all different sizes, from really big names like RE/MAX, Lenovo, Mall of America, and Abbott, to smaller ones that are just getting started. Their job is to help these companies plan out and carry out their media strategies. This is all about finding the best ways to get their messages out there and, in the end, to build stronger connections with their customers. True media works very closely with their clients and their creative teams, making sure everyone is on the same page and working together towards the same goals. It's a partnership, really, focused on getting good results for everyone involved.
Growing the True Media Team
The team at true media is always growing and bringing in new talent. For instance, late in 2021, they brought on Nisha Chandrasekar, who became the firm's very first director focusing on performance media. This was a pretty big step, as it shows their commitment to getting measurable results for their clients. Also, around that same time, Brian Kieser joined the senior leadership group. These kinds of additions to the team are, you know, pretty important because they bring fresh ideas and more experience to the table. It helps true media keep up with the changing needs of the industry and continue to offer valuable support to their clients. It's about building a strong group of people who can really make a difference.
Some of the people who work with true media have a lot of experience in the digital content world. There are individuals who have seen their content reach millions of views across more than ten different online channels. After getting that kind of experience, they actually shifted their focus to building up their own X accounts and other social media platforms. So, they know firsthand what it takes to make content that people want to see and share. This kind of real-world experience is, in some respects, invaluable, as it means the team understands the challenges and opportunities that clients face when trying to get their message out there. They bring that practical knowledge to every project, which is pretty helpful, you know, for anyone trying to make a mark online.
In summary, this article has looked at true media, an independent agency founded in 2005 with a focus on helping businesses connect with their customers through strategic and inventive approaches. We discussed how they empower their employees to act quickly and challenge norms, aiming for excellence. The piece covered their collaborative process, including the use of business briefs as a "source of truth." We also explored insights from True Media Canada President Bruce Neve regarding industry changes and adaptations. A key point was the importance of loyalty and trust, which true media strives to help clients build and maintain. The discussion also touched upon truemedia.org's efforts in detecting political deepfakes on social media, highlighting concerns about social media influence as shown by a 2024 Pew Research survey. Additionally, we noted true media's provision of a powerful statistical research tool for clients and their work with various companies, like RE/MAX and Lenovo, in planning media strategies. Finally, we mentioned recent leadership appointments, including Nisha Chandrasekar and Brian Kieser, and the practical social media experience of some team members.
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