- Provides in-depth understanding of the research and issues affecting consumer trust in advertising
- Highlights techniques mid-senior level advertisers and marketers can use to strengthen trust in their campaigns
- Explores how trust in advertising is managed across different media channels and tech platforms
- Contains real-world examples from companies such as Nationwide, Aldi, Guinness and Giff Gaff
Trusted Advertising
How to Harness the Value of Trust in Your Brand
Understand how to transform your advertising to improve consumer trust that enables you to drive impactful results from your campaigns.
Key features at a glance
EAN: 9781398623552
Edition: 1
Published:
Format: 234x156
296 pages
About the book
Strengthen your advertising strategy by learning how to develop, protect and apply brand trust in an evolving media landscape.
Trusted Advertising is a practical guide for mid-career marketers, agency professionals and brand leaders who want to build credibility, apply evidence-based principles and deliver campaigns that drive long-term consumer trust. As advertising faces declining confidence and rising complexity, this book provides a roadmap to optimize creative effectiveness and improve decision making across channels.
Drawing on the latest research and insights from organizations including Google, WPP and the Advertising Standards Authority, authors Matt Bourn and James Best outline how trust is created, measured and maintained in modern advertising ecosystems. Through detailed chapters, actionable tools and real-world examples from McDonald's, Tesco, Specsavers and more, the book shows how trusted communication can elevate campaign performance and strengthen brand equity.
You'll learn how to:
- Apply trust-building principles to improve creative strategy and execution
- Implement frameworks for managing trust across media, platforms and influencer partnerships
- Develop strategies to optimize campaign transparency, consistency and audience engagement
- Understand the role of Gen AI, tech platforms and regulation in shaping trusted advertising
- Use real-world case examples to guide decision making and strengthen professional credibility
With a blend of strategic insight and hands-on guidance, Trusted Advertising helps you develop the skills and confidence to implement campaigns that perform today and build resilient, trusted brands for the future.
Themes include: advertising strategy, brand trust, creative effectiveness, media planning, influencer marketing, AI and regulation
About the authors
Matt Bourn is Director of Communications for the Advertising Association, based in London, UK, covering the industry's initiatives around trust, talent, inclusion and sustainability. 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 CBE, FIPA, is Chair of the UK Committees of Advertising Practice and of Credos. With 50 years' experience in the advertising industry, he has been Chair of the Advertising Association and President of the EACA.
Every brand wants to be trusted; however it is a dense and multifaceted topic. This book turns trust into something easily accessible and relevant for any advertising practitioner, helping them with ways to make it stronger, more competitive and, ultimately, more successful.
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