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. Whilst some rules remain constant such as the importance of creativity, new considerations around volume and the use of customer data in targeting has created new considerations for mid-senior career executives in advertising and new concerns for consumers. With trust in advertising linked so closely with advertising success and positive business results, it's absolutely critical that the industry is able to address the concerns consumers have with advertising and build back 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.

Matt Bourn is Director of Communications for the Advertising Association and Ad Net Zero, based in London, UK. With 25 years' experience, previously he was Managing Director of Braben, working for companies such as Sky, Disney and Sony. He is co-author of Sustainable Advertising also published by Kogan Page.
James Best, based in London, UK, is Chair of the Committees of Advertising Practice and of Credos. Previously he was Chair of the Advertising Association, President of the EACA, vice-chair of the History of Advertising Trust and Visiting Professor of Advertising at Richmond International University.