Trust in traditional media rises but there’s a ‘crisis in confidence’ in advertising

Last week was a bad week for advertising, a good one for journalism, with one word setting the agenda: trust. Trust in advertising seems to have hit a low tide mark.

This was the theme of one of the UK industry’s most influential conferences – the Advertising Association’s LEAD event last Thursday, where speaker after speaker called for more transparency in the media buying process and for more confidence in advertising’s potential effectiveness and as a force for good. The punchiest polemic came from the serial CEO of media agencies, Nick Manning, who told the industry there was a ‘crisis of confidence in advertising, both from the public and business, too.’

Indeed, trust in digital and social communication looks set to dominate the media agenda in 2018.

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