It is well understood by marketers, and increasingly by senior managers, that brand trust is hard to earn.
As data increasingly shows trust in advertising is falling, Unilever’s outgoing marketing boss is calling on the industry to tackle the problem before it becomes an even bigger challenge.
Despite initiatives aimed at tackling bad advertising, stereotyping and building a sustainable future for digital, trust in the marketing industry is plummeting. But Unilever’s outgoing marketing boss Keith Weed believes the situation is retrievable.
New research further highlights the risks brands face as a result of over-targeting, with negative feelings towards advertising all stemming from precision marketing rather than brand building activities.
Brands including Just Eat, Tesco and Mars put forward a team for last week’s event, which was described as the “de facto welcome back” for the industry, following 18 months of Covid-19.
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Cutts joined HSBC in 2017 following lengthy stints at a number of major brands, including GSK, Mondelez and Meito-Adams.
Heinz is launching a campaign to promote the versatility and health credentials of baked beans, as it pays homage to its famous strapline while “evolving conversations” around the brand.