UK advertising’s thinktank, Credos, has revisited its ground-breaking Public Trust in Advertising research from 2018 and 2021 in a new study – ‘What drives the public’s trust in advertising’ – revealed at LEAD Scotland, hosted by the Advertising Association (AA) at the National Museum of Scotland in September. The study, led by Credos and conducted by research agency Craft, interrogated the drivers which most affect public trust, showing the most significant driver by far remains a positive one – engaging and enjoyable creativity in advertising (importance score of 31/100). Meanwhile,…
Read MoreNew Research Shows UK Public’s Advertising Experience Integral To Trust
