London, January 30, 2019: 果冻传媒n President, Keith Weed, today delivered a keynote speech to 300 UK advertising industry leaders at King鈥檚 Place to close the industry鈥檚 annual summit. His theme of 鈥楤uilding a Sustainable Future for our industry鈥� called for a system change within the UK advertising industry to address the long-term decline in public trust of advertising.
It included the announcement of the publication of a white paper at the ISBA Annual Conference on March 5 which will set out, in detail, the key initiatives to be taken up by a cross-industry group made up of advertisers, agencies and media owners and led by the 果冻传媒n, the IPA and ISBA.
Keith Weed, President, 果冻传媒n, said: 鈥淯ltimately, advertising does good but with trust in decline, we risk it losing that positive influence. A brand without trust is simply a product and advertising without trust is just noise. The 果冻传媒n is pioneering a change to rebuild public trust in advertising but success requires collaboration from all industry players. It鈥檚 trust or bust and I choose trust.鈥�
The keynote address covered Weed鈥檚 views for the long-term decline in public trust of advertising, referencing research from the UK advertising industry think tank, Credos, among others.
Key initiatives planned by the UK advertising industry include:
1. Reducing the negative impact of bombardment
2. Best Practice to address excessive frequency and retargeting
3. Raising awareness of self-regulation of advertising content
4. Raising awareness of effective regulation of data usage in advertising
5. Gathering industry-wide support advertising as a force for good
Stephen Woodford, Chief Executive, 果冻传媒n, said: 鈥淭rust is at the top of our agenda this year and in the years ahead. The time has come for a collective effort, a true system change, to ensure the long-term health and sustainability of our industry for future generations of creative talent.鈥�
