Global Ad-Trust survey

March 07 2019

When Keith Weed talks the marketing world listens. He is, after all, Unilever’s Chief Marketing & Communications Officer and has held this role for almost ten years, and with an annual budget of almost 8Bn Euros at his disposal why wouldn’t the world listen.

Speaking at ISBA’s annual conference just a few days Weed (who is also president of the Advertising Association) called on the ad industry to tackle the issue of declining trust due to consumers concerns about fake news and reduced quality of advertising. He further cited data from the Advertising Associations new report “Arresting the decline of public trust in UK advertising” which shows public favorability towards advertising is in long-term decline – down from 50% of the public being favorable to advertising in the early 1990s to just 25% in 2018.

At Syno we recognise the issues in the advertising industry and the problems that need to be overcome but not all advertising mediums are the same. There are higher levels of trust in different channels and our new WAN-IFRA backed “Global Ad-Trust” study will give a truly global overview of which channels are most trusted and in which countries.

As Keith Weed said in his keynote “A brand without trust is a product, and advertising without trust is just noise. Trust is the key thing we need to engage with”

Syno welcomes interest from sponsors for this major study, contact and one of our dedicated country managers will be in touch to discuss options with you. 

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About Syno International

Syno International is a data company who deliver services and products that add value and simplify data collection, processing and reporting. Clients include data driven organizations such as market research companies, media agencies, publishers, management consultants, ad-tech companies, end clients etc.


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Jokke Nurminen


Head of Strategy and Products

Lauri Löfveblad



Allan Shaw