Advertising best practice, evidence and insights

Article • Research on WARC, June 2019

Summarises findings from a paper published in the Journal of Interactive Marketing on fake news, real problems for brands: The impact of content truthfulness and source credibility on consumers.

Brands need to pass 'the three gates of trust'

News • 19 June 2019

How much we trust in a brand is right up there with price in influencing purchase decisions, according to new research, which suggests that only one third of consumers trust most of the brands they use or buy.

How Asia’s consumers view globalisation, social media and brand trust

Article • Low Lai Chow, WARC Exclusive, May 2019

McCann Worldgroup’s study, The Truth About Global Brands 2’ revealed that consumers in Asia are more individualistic, pro-globalization and suspicious of social media than ever.

Eight ways brands can win consumers in Asia

Article • Low Lai Chow, WARC Exclusive, May 2019

Consumers in Asia are more likely to believe brands can do good, want to prioritise ‘credible’ media, and emphasise the need for truthfulness.

Uber's sentiment-tracking AI

News • 28 May 2019

Uber, the ride-hailing giant, used artificial intelligence to understand the public’s sentiment toward the brand across the mass of unstructured social data created about it every day, in a way that allowed it to make leadership decisions in ...

How Uber built a real-time sentiment tracker

Article • Sam Peña-Taylor, Event Reports, I-COM Data Creativity Awards, May 2019

Uber, the global ride-hailing platform, put together a system that would allow it to track sentiment in almost real time.

How to use data in an ethical way: Empower the consumer

Article • Emma Firth, Admap, May 2019

The 2018 Facebook and Cambridge Analytica scandal demonstrated how the current data model is broken and how little control individuals have over data shared with third parties.

AI, data, and ethical marketing

Article • Charla Griffy-Brown, Admap, May 2019

Marketing AI solutions offer ways to leverage enormous supplies of data to anticipate the customer’s next move and personalise the customer experience.

Effective 100: Lessons from the global effectiveness rankings 2019

Rankings • Rankings Articles, May 2019

Analyses the world's top effectiveness campaigns, as ranked by the Effective 100, to uncover shared creative, media and measurement strategies.

Three rules for better marketing from Unilever’s Keith Weed

Article • Anna Hamill, Event Reports, WFA Global Marketer Week, March 2019

Unilever’s outgoing CMO, Keith Weed, shares three lessons for better marketing: putting people first, using the brand to solve real-life challenges and prioritising brand trust.

Why marketers are wrong about mistrust in brands

Article • Craig Harris, Event Reports, Behavioural Economics and Behavioural Change, February 2019

Most marketers believe the public’s trust in brands has declined markedly over the last 20 years, but long-term data shows that reports of a trust crisis have been greatly exaggerated.

Microsoft advertising chief makes a pitch for trust and transparency

Article • Geoffrey Precourt, Event Reports, IAB Annual Leadership Meeting, February 2019

Microsoft, the technology giant, believes that a heightened focus on trust and transparency is needed to counterbalance the data capabilities now available to brands.

A general theory of bullshit – and why advertising needs to build trust

Article • Brian Carruthers, Event Reports, LEAD Conference, January 2019

The advertising and media industries are facing significant challenges around issues such as fake news and a lack of trust but there are steps they can take.

What we know about data protection and privacy

Article • WARC Best Practice, January 2019

Summarises the insights from a series of key papers addressing data protection and privacy and the regulations concerning the use of consumer data, particularly the impending EU General Data Protection Regulation (GDPR) and ePrivacy Regulation.

What we know about brand safety

Article • WARC Best Practice, December 2018

Provides guidance and key reading on brand safety, including the impact fake news can have on brand credibility and how brands can ensure advertising appears in appropriate and relevant contexts.

The convergence of brand purpose and data ethics

Article • Rachael Smith, WARC Best Practice, December 2018

Outlines the six ways to effectively blend brand purpose and data ethics.

Data privacy: An opportunity for marketers to build consumer trust

Article • Sean Pillot de Chenecey, Admap, December 2018

Highlights the issues and opportunities for marketers concerning data privacy in 2019.

Great expectations: How technology impacts consumer trust

Article • MRS Delphi Group, Market Research Society, 2018

Explores the findings from new research into how technology impacts consumer trust and offers a 12 step trust programme for organisations to follow.

Purposeful advertising and influencers dodge decline in public trust

Article • Geoffrey Precourt, Event Reports, 4A's Accelerate, April 2018

Edelman, the public-relations network, has found that fluctuating levels of trust in businesses and institutions present opportunities as well as risks for brands.

All avenues open: Growing in a post-trust marketplace of smaller worlds

Article • J. Walker Smith, Market Leader, Quarter 2, 2018, pp. 24-27

Describes how brands need to look for growth opportunities in smaller connected communities in a post-trust world.

Trust in us: Can relationships between businesses and individuals be improved by new technology?

Article • Tim Phillips, Market Research Society, Impact, January 2018

This article explores how the balance of trust between businesses and individuals might be changing with digital innovation.

Your algorithm is showing: why trust matters in a post-truth world

Article • Brian Carruthers, Event Reports, ad:tech London, November 2017

Brands need to react to a post-truth world, but in doing so must recognise their role in creating it - trust can only be regained through transparency, consumer control, and business with a human face.

'Trust is currency': Navigating China's online automotive market

Article • Low Lai Chow, Event Reports, Millennial 20/20 Singapore, October 2017

Building brand trust is vital in China's online automotive category, where local players are creating their category's own infrastructure at the same time as growing market share.

GDPR: an opportunity to build consumer trust

Article • Lena Roland, Event Reports, DMA Data Protection, February 2017

This article looks at how companies can use the upcoming General Data Protection Regulations (GDPR) in the EU to build consumer trust.

What brands can do to regain consumer trust over data

Article • Sarah Hooper, Admap, February 2017, pp. 17-19

This article outlines how brands need to redesign the customer experience to give consumers the feeling that exchanging their personal information is worthwhile, by seeking permission through creative engagement.

Brand trust