True Grit

AUCKLAND, Saturday: Rapid growth forced a change in True’s identity, ceo Matt Dickinson told the Weekend Herald business writer Damien Venuto in an interview about the indie’s rise and rise – before its eventual stabilisation.

“The work just came, and the doors were open,” Dickinson said. “We ended up being the business we never wanted to be – a very traditional kind of ad agency, with big admin structures and some very large clients.

“True has now shrunk from 70 to a stable 25-30.”

“The team was stretched, and this affected the agency’s work – and the clients started noticing. And it wasn’t long before they started to take their accounts elsewhere.

“The hardest thing to do was having to let fantastic people go.”

Dickinson told Venuto that True “has now shrunk” from 70 to 25-30.

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