Newsworks redefines trust with a new research series, which highlights the growing importance and strength of brand trust. Two research projects, including a new analysis of the IPA Databank by effectiveness expert Peter Field, reveals that trust and quality are now the two most important metrics when it comes to profit growth. The studies also explore how advertisers using news brands can benefit from being in trusted environments, effectively resulting in a halo effect. The series re-evaluates trust and the often-over-simplistic approach that is used to define it in today’s world, instead presenting a more accurate definition and measurement of trust for brands and agencies alike.

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