Point of view: A trust re-building exercise

Gareth Kay

This article considers the profound problems faced by the advertising and marketing industries as they lose their ability to create what sells brands better than anything: trust.

Point of view: A trust re-building exercise

Gareth KayChapter SF

The year 2016 is likely to be remembered for two political events that sent shockwaves around the world: Brexit and the election of Donald Trump as president. These events yet again brought into question the reliability of polls (from how they drew their sample to the return of the 'shy voter' first seen when John Major was elected as prime minister), but more importantly highlighted again the erosion of trust in the institutions that previously were the bedrock of society. For example, the latest Gallup data from September 2016...

WARC subscribers can sign in to keep reading

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