New book, Trusted Advertising: How to Harness the Power of Trust in Your Brand, makes the case for every advertiser to put trust at the heart of their advertising campaigns

A new book, Trusted Advertising: How to Harness the Power of Trust in Your Brand, makes the case for every advertiser to put trust at the heart of their advertising campaigns.

Published this month by Kogan Page. Trusted Advertising has been written by Advertising Association Communications Director, Matt Bourn, and the Chair of the Committees of Advertising Practice, James Best CBE. 

The book looks at every aspect of trust, from what is happening to trust in the 21st century, through to the creative techniques that help build trust in a brand. Bourn and Best interviewed over 70 industry leaders to bring together a definitive guide to harnessing the value of trust in brands. 

With real-world examples from brands such as McDonald’s, Tesco and Specsavers, along with insights from organisations including Google, WPP and the Advertising Standards Authority, the book aims to become every advertiser’s go-to guide for creating trusted, effective campaigns. 

Two chapters of the book have been given over to creator marketing. The IMTB provided the scene-setting for the section, capturing the explosive growth of our sector, the monumental opportunities lying ahead for us, but also noting industry challenges.

Leaders from several IMTB founding member organisations were interviewed for the book, providing expert insight into the fast-professionalising industry. 

Authors Bourn and Best referenced IMTB’s compliance service REASSURE and the industry's code of conduct we own jointly with ISBA, going on to praise the work of the IMTB as 'critical':

“The work both of trade bodies like the Influencer Marketing Trade Body … and of the self-regulatory system is critical. With the funding to back the development of professional standards with an agreed cross-border approach, there’s no doubt this hugely exciting and innovative space will offer new, trusted storytelling opportunities to advertisers that deliver compelling returns.”

Key themes covered in the book include: 

• The dynamics of trust in the 21st century 
• The importance of trusted media environments 
• Trust in the age of AI and the influencer 
• The risks of not being trusted 
• The creative techniques that build trust