I’ve always wanted to be Indy, right from the very first movie, Raiders of the Lost Ark, so indulge me for a moment if you will… Grab your fedora, dust off your whip, and commandeer a horse, because this week, dear Ad Matters reader, we’re going treasure hunting!
Our golden idol, guarded by a dusty knight deep in some cavern, isn’t the Holy Grail this time, no, it’s something possibly even more important… public confidence in advertising. We’ve discovered a map with strange markings that reveal trust-building campaigns are 41% more effective at driving business growth. Now we’re ready to unlock the secret to consumer trust – the most valuable discovery any brand can make.
That is why we (cue spectacular fanfare of trumpets) we are officially cracking open the heavy doors to The Trust Vault.
We’ve done the hard work – removed the rolling boulders, poison darts, and hidden booby traps and filled it with pure gold instead – actionable insights to help you navigate today’s trust-hungry landscape. Inside, you will discover essential resources like the Credos Trust Tracker and our comprehensive report, The Value of Trust. You can also explore exclusive training videos, interviews and insights from top industry leaders drawn from our book, Trusted Advertising, including Katie Jackson (Channel 4), Charles Vallance (VCCP), and Murray Bisschop (Tesco), and quizzes to rest your knowledge.
Ready to go on an adventure to unlock responsible growth? Welcome to The Trust Vault.
Our must reads:
- The advertising industry cannot afford to get AI skills wrong, says our Public Policy & Regulation Director, Konrad Shek, as he publishes his new e-book ‘Cracking AI skills for advertising’. (Media Leader)
- EACA and the Ad Accessibility Network have developed and launched new step‑by‑step accessibility guides to help production and media agencies embed accessibility into everyday workflows. (Ad Accessibility Network)
- Rak Patel, Chief Commercial Officer at Channel 4 Sales, describes his leadership approach, commercial strategy and advice for aspiring media leaders. (Media Leader)
- Dame Annette King is remembered for her stellar advertising career. (The Times)
Our pick of the ads:
- Our Ad in the A is ‘Two is More Than One’ by adam&eve, celebrating iconic double acts for Twix.
- Channel 4 celebrates the passion and authenticity in women’s football in ‘Pure Football’ ahead of The Adobe Women’s FA Cup.
- Leo UK challenges stereotypes that Gen Z are lazy in ‘Making it happen at McDonald’s’.
- WPP Media has enlisted Morgan Freeman to be the voice of Baker Street tube station for Warburtons.
Dates for your diary:
- Get your tickets now for Future of Brands on 29 April at 180 Strand. AA members can get a 30% discount by using the code AA30 via this link.
- Tickets are selling fast for our Media Business Course, taking place from 7-10 July. Book your place here.
And finally… Asbof announced this week that a new industry taskforce will be launched to secure the long-term funding for the ASA. The regulation system is vital to the success of our industry, and our CEO, Stephen Woodford, describes how we cannot take the ASA for granted in his write up here.
