Trust & transparency are the two pillars on which the brand and its success rely. A recent Econsultancy report Trust, Transparency and Brand Safety looks at how companies are focusing these two elements.

Talking about the research results, Lynette Saunders says, “There was a lot of talk during 2017 about the need to clean up digital advertising and the impact of ‘fake news’ on trust. A CMO Council study found that 78% of companies say their brands have been hurt by unintended associations with objectionable content, images, topics, audiences or conversations.

72% of CMOs say they are facing pressure from management to secure brand trust and gain tighter ad controls.

Interviewees for Econsultancy’s report supported the need for greater transparency from their agencies. Some acknowledged they may have to pay more money for their advertising, but would rather do this to ensure their brand content appears in the right context to the right audiences”.

Why trust & transparency are crucial components of brand success

Econsultancy

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