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Trust in advertising, the lifeblood of successful brands, has been in long-term decline, yet trust in brands is more important than ever in determining consumer choice. Trusted Advertising provides a roadmap for marketers and their agencies to build the trust their brands need for sustained success.
Drawing on the latest research and insights from world-leading sources, Trusted Advertising analyses the issues and provides practical techniques to strengthen brand trust through advertising. It explores how trust is protected and maintained through creatively effective campaigns, as well as how it can be managed across different media channels and tech platforms, including the emerging influencer sector and the use of Gen AI in advertising.
Featuring real-world examples from brands including McDonalds, Tesco and Specsavers, along with insights from organizations including Google, WPP and the Advertising Standards Authority, this book will become every advertiser's go-to-guide for creating trusted, effective campaigns.
List of contents
Chapter - 01: Trust in the 21st century; Chapter - 02: Why trust in advertising matters; Chapter - 03: Advertising, trust and the public; Chapter - 04: How advertising builds trust (or fails to); Chapter - 05: Trust - the secret sauce; Chapter - 06: Trust in the age of the influencer - part 1; Chapter - 07: Trust in the age of the influencer - part 2; Chapter - 08: Can advertising generated by AI be trusted?; Chapter - 09: Does it matter where you show up? Part 1; Chapter - 10: Does it matter where you show up? Part 2; Chapter - 11: Trust and brand safety online; Chapter - 12: What happens if we're not trusted?; Chapter - 13: What does good look like?; Chapter - 14: Improving trust - a silver bullet?; Chapter - 15: Summary, reflections and action
About the author
Matt Bourn is the Director of Communications for the Advertising Association and Ad Net Zero, based in London, UK. He steers the industry's work around Climate Action, including the formation of Ad Net Zero, providing communications support for the Inclusion workstream, All In, driving forward its Export strategy through the UK Advertising Export Group and fulfilment of the association's responsibilities as the UK representative for Cannes Lions. With 25 years' experience previously, he was Managing Director of Braben, the UK's leading PR consultancy for media, working for companies such as Sky, Channel 4, Disney and Sony.James Best is Chair of the Committees of Advertising Practice and of Credos, the advertising industry-funded thinktank, based in London, UK. Previously he was Chair of the Advertising Association, President of the EACA, a member of the Advertising Standards Authority Council, vice-chair of the History of Advertising Trust, Visiting Professor of Advertising at Richmond International University, and is a Fellow of the IPA.
In his executive career, he was Chair of BMP DDB, and then a board director of DDB Worldwide as VP Northern Europe and later Chief Strategy & People Officer.
