Trusted Advertising

Consumer trust in advertising has dropped to an all-time low, making it hard for advertisers and marketers to communicate effectively with their audiences. With trust being the single biggest issue affecting the industry, this roadmap for how every practitioner can work to build consumer trust is vital.

The advertising landscape in the 21st century has changed beyond recognition. While some rules remain constant, such as the importance of creativity, new considerations around volume and the use of customer data in targeting have created new challenges for mid-senior executives in advertising and new concerns for consumers. With trust in advertising linked so closely to advertising success and positive business results, it's absolutely critical that the industry addresses consumers' concerns and rebuilds trust to ensure advertising can become more effective.

Drawing on the latest research and insights from the world's leading sources, Trusted Advertising highlights the issues within the field and provides practical techniques used in advertising to positively strengthen trust. Alongside this, it explores how trust is protected and maintained as well as how trust in advertising is managed across different media channels and tech platforms.

Featuring real-world examples from brands such as Nationwide, Aldi, Guinness, and Giff Gaff, and including insight from Credos, the Advertising Association, the IPA, and ISBA, this book will become every advertiser's go-to guide for creating trusted, effective campaigns.