Trusted Advertising - by Matt Bourn & James Best

About the Book

Book Synopsis

Trust in advertising, the lifeblood of successful brands, has been in long-term decline, yet trust in brands is more important than ever in determining consumer choice. Trusted Advertising provides a roadmap for marketers and their agencies to build the trust their brands need for sustained success.

Drawing on the latest research and insights from world-leading sources, Trusted Advertising analyses the issues and provides practical techniques to strengthen brand trust through advertising. It explores how trust is protected and maintained through creatively effective campaigns, as well as how it can be managed across different media channels and tech platforms, including the emerging influencer sector and the use of Gen AI in advertising.

Featuring real-world examples from brands including McDonalds, Tesco and Specsavers, along with insights from organizations including Google, WPP and the Advertising Standards Authority, this book will become every advertiser's go-to-guide for creating trusted, effective campaigns.

About the Author

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.