Trusted Advertising

How to Harness the Value of Trust in Your Brand
1. Auflage 2026
ISBN: 978-1-3986-2355-2
Verlag: Kogan Page

Buch, Englisch, 296 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 667 g

Strengthen your advertising strategy by learning how to develop, protect and apply brand trust in an evolving media landscape.

Trusted Advertising is a practical guide for mid-career marketers, agency professionals and brand leaders who want to build credibility, apply evidence-based principles and deliver campaigns that drive long-term consumer trust. As advertising faces declining confidence and rising complexity, this book provides a roadmap to optimize creative effectiveness and improve decision making across channels.

Drawing on the latest research and insights from organizations including Google, WPP and the Advertising Standards Authority, authors Matt Bourn and James Best outline how trust is created, measured and maintained in modern advertising ecosystems. Through detailed chapters, actionable tools and real-world examples from McDonald's, Tesco, Specsavers and more, the book shows how trusted communication can elevate campaign performance and strengthen brand equity.

You'll learn how to:

- Apply trust-building principles to improve creative strategy and execution
- Implement frameworks for managing trust across media, platforms and influencer partnerships
- Develop strategies to optimize campaign transparency, consistency and audience engagement
- Understand the role of Gen AI, tech platforms and regulation in shaping trusted advertising
- Use real-world case examples to guide decision making and strengthen professional credibility

With a blend of strategic insight and hands-on guidance, Trusted Advertising helps you develop the skills and confidence to implement campaigns that perform today and build resilient, trusted brands for the future.

Themes include: advertising strategy, brand trust, creative effectiveness, media planning, influencer marketing, AI and regulation

Autoren/Hrsg.

Bourn, Matt

Best, James

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Unternehmensorganisation, Corporate Responsibility Unternehmensethik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung

Inhaltsverzeichnis

Chapter - 01: Trust in the 21st century; Chapter - 02: Why trust in advertising matters; Chapter - 03: Advertising, trust and the public; Chapter - 04: How advertising builds trust (or fails to); Chapter - 05: Trust - the secret sauce; Chapter - 06: Trust in the age of the influencer - part 1; Chapter - 07: Trust in the age of the influencer - part 2; Chapter - 08: Can advertising generated by AI be trusted?; Chapter - 09: Does it matter where you show up? Part 1; Chapter - 10: Does it matter where you show up? Part 2; Chapter - 11: Trust and brand safety online; Chapter - 12: What happens if we're not trusted?; Chapter - 13: What does good look like?; Chapter - 14: Improving trust - a silver bullet?; Chapter - 15: Summary, reflections and action

Über Autor(innen)

Bourn, Matt
Matt Bourn is the Director of Communications for the Advertising Association and Ad Net Zero, based in London, UK. He steers the industry's work around Climate Action, including the formation of Ad Net Zero, providing communications support for the Inclusion workstream, All In, driving forward its Export strategy through the UK Advertising Export Group and fulfilment of the association's responsibilities as the UK representative for Cannes Lions. With 25 years' experience previously, he was Managing Director of Braben, the UK's leading PR consultancy for media, working for companies such as Sky, Channel 4, Disney and Sony.

Best, James
James Best is Chair of the Committees of Advertising Practice and of Credos, the advertising industry-funded thinktank, based in London, UK. Previously he was Chair of the Advertising Association, President of the EACA, a member of the Advertising Standards Authority Council, vice-chair of the History of Advertising Trust, Visiting Professor of Advertising at Richmond International University, and is a Fellow of the IPA.

In his executive career, he was Chair of BMP DDB, and then a board director of DDB Worldwide as VP Northern Europe and later Chief Strategy & People Officer.

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.