Trust in advertising and why it matters

Explores new research from Peter Field, Map the Territory, and Tapestry into the trust effects that brands can tap into when they work with news brands, and finds a new framework for understanding and measuring how brands build trust. 

The most compelling ideas in advertising theory tend to make intuitive sense, especially when it comes down to big ideas like the importance of trust.

In part, this might be because I trust that the guy who is going to tell me about trust effects on advertising in high-quality environments – Peter Field, a consultant and major name in the study of marketing effectiveness – is going to say something interesting. 

This means that in the context of Field, I become more likely to trust that the research of the other assembled speakers will also be interesting, and therefore choose...

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