The anatomy of trust in advertising

Explores research into the drivers of trust (and distrust) in advertising while recommending measures to respond.

In March 2019, long before the world changed, Advertising Association president and former Unilever CMO Keith Weed gave a quote that any veteran marketer would be proud of: 

“A brand without trust is simply a product and advertising without trust is just noise,” he told the ISBA annual conference. 

While public trust in advertising is climbing from the nadir it reached in 2015, it continues to lag way behind the average of other industries; there is still plenty of work to do. 

Anatomy of trust

New research from Credos, the Advertising Association’s think tank, presented at...

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