GroupM North America chief encourages agencies to fight back and rebuild consumer trust

Agencies need to make a more collective effort as they seek to rebuild trust and tackle criticisms that are often unfairly leveled at the sector.

Tim Castree, GroupM’s CEO/North America, believes that the agency industry is taking more than its fair share of hits as consumers and clients grapple with questions of trust in the marketing ecosystem.

“We’re getting a lot of people whose business models accelerate the most distrust they can ferment,” he said at the 4A’s (American Association of Advertising Agencies) 2019 Decisions 20/20 Conference.

“We’re getting [criticism from] a lot of consultants, we’re getting it from a lot of lawyers … There are a lot of people in there selling their services who are absolutely incentivized to ferment that distrust.”

Tim Castree,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands