Trust is seen as a crucial element of brand success. With increasing disruption and competition across all sectors, trust becomes even more important for brands to focus their efforts on. Last year, fake news was a highly contentious issue and it raised concerns about where a brand’s content was appearing.

This report will consider the factors which have been impacting trust and driving a need for further transparency around a brand’s advertising. It will also explore how businesses operate and communicate with their customers, and look at the ways in which companies are aiming to build and maintain greater transparency and brand safety in an ever more connected world.

The report covers:

  • The trust crisis around the world
  • How marketers can take control of their marketing communications
  • How businesses can be more transparent
  • How to demonstrate trust through culture and goals
  • How to build trust across all customer touchpoints.

The report is based on a series of in-depth interview with senior executives working for brands, agencies and media owners. Econsultancy would like to thank the following interviewees who contributed to this report:

  • Dominic Chambers, Global Head of Digital Marketing, Jaguar Land Rover
  • Claire Cronin, Chief Marketing Officer, Virgin Atlantic
  • Christopher Daniels, Sales Director, Haymarket Automotive
  • Daniel Gilbert, CEO, Brainlabs
  • Simon Jackson, Chief Marketing Officer, Gamesys
  • Attila Jakab, Managing Director, Infectious Media
  • Russell James, Digital Engagement Director, The FA
  • Matt Kwiecinski, Co-founder and Managing Director, Journey Further
  • John LaMarca, Consumer Strategy Director, Haymarket Automotive
  • Laura Milsted, Global Advertising Director, B2B and Insight, The Financial Times
  • Michael Nicholas, Global Director, Kantar TNS
  • Ellie Norman, Director of Marketing, Formula 1
  • Mark Payton, Editorial Director, Haymarket Consumer Media
  • Isaac Poh, APAC Digital Marketing Lead, Schroders APAC
  • Tara Prabhakar, Global Director of Client Impact, Kantar TNS
  • Ben Rhodes, Group Marketing Director, Royal Mail
  • John Sinke, Director of Marketing, Hong Kong Disneyland
  • Charles Talbot, Director, Journey Further
  • Mariella Villa, Private Bank Proposition Owner, ANZ Bank, Australia
  • Lisa Wood, Chief Marketing Officer, Atom Bank
  • Head of Digital and Analytics, APAC FMCG
  • Senior Executive, Global APAC Bank

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