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In April 2021, the Advertising Association’s Trust Working Group established a new media partnership with Kantar and Marketing Week as part of our plan to increase public trust in advertising.
As the latest research from Credos shows, creative excellence of advertising is the most significant driver of public trust in advertising.
The Works celebrates advertising campaigns that generate the most positive public response and share what marketers can learn from them. Each month focuses on a different media channel in rotation. By reaching out to our media owner members to gather ads, we have created a partnership unique to our industry to extend the ambition of our public trust plan.
With the help of Kantar, the study tests a selection of high-profile current ads with the public every month, to determine which are working best. Successful adverts have included Walkers’ CrispIN or CrispOUT TV campaign, and Tesco’s ‘Pop to Your Local’ national newspaper campaign.
The monthly articles from Marketing Week reveal the winners and an analysis of the campaigns, while providing a regular and informed reminder of just how advertising can drive positive responses from the public and fuel marketing success.
Our ambition is to help marketers create effective campaigns that receive a good public response, with the ultimate mission of improving public trust in advertising.
The partnership continues through 2022 with bigger and bolder ambitions. We want to put the public’s experience of advertising on every marketer’s agenda.
Want to see the latest ‘The Works’ winners? Head here to find out more.
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