To mark the Advertising Association’s centenary year, the association today (February 3) publishes a new book: Trusted Advertising: How to Harness the Power of Trust in Your Brand.
Authored by Matt Bourn and James Best, and published by Kogan Page in the UK and internationally, it has been inspired by insights from over 70 industry leaders.
Bourn is director of communications for the Advertising Association, based in London, and covers 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.
Best is chair of the UK Committees of Advertising Practice and of Credos. With 50 years’ experience in the advertising industry, he has also been chair of the Advertising Association and President of the EACA.
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The AA describes the book as “an essential addition to the industry’s work to help businesses to innovative, compete and grow in trusted and trustworthy ways” and “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, the book promises to provide a roadmap to optimize creative effectiveness and improve decision making across channels.
Drawing on the latest research and insights from organisations 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.
Themes include advertising strategy, brand trust, creative effectiveness, media planning, influencer marketing, AI and regulation, and the association adds that the authors are available for speaking engagements at team workshops, client events, or leadership briefings, with key topics up for discussion including:
- The Dynamics of Trust in the 21st Century
- Trust in the Age of AI & Influencers
- Powerful Creative Techniques To Help Build Trust
- Case Studies of What Good Looks Like
- The Risks of Not Being Trusted
