The advertising industry will hear that consumer trust in advertising is on the wane, at next week’s Incorporated Society of British Advertisers (ISBA) annual conference in London.
World Federation of Advertisers managing director Stephan Loerke will make the warning when he addresses the conference on Tuesday.
Loerke will also talk about effective and well-targeted marketing strategies, stressing the point that mass marketing has become obsolete. He will also argue that companies need to set up better measurement systems to measure advertising’s worth, as consumer attitudes change.
Another keynote speaker will be Markos Kyprianou, the European Commissioner responsible for health and consumer protection, who will officially launch a Europe-wide “round table” on obesity at the event.
Kyprianou is expected to commend the UK’s system of self- regulation and call for good practice used here to be adopted across the rest of Europe, particularly in less developed states such as Estonia, Greece and Poland.
He will also talk about the Media Smart initiative, which is teaching children about advertising and marketing, and how it should be replicated in other countries.