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The response was overwhelmingly clear that trust is a fundamentally important ingredient in the advertising industry, with one individual stating that ‘the one currency we sell as advertisers is trust’.

With trust being a key issue in advertising, following the aftermath Google faced as several major companies suspended their marketing campaigns with the brand this month, it became a key talking point throughout the week.

One delegate mentioned how "people really trust brands, they feel an affinity to those brands", further stating that 'we have a responsibility to make sure that they can trust these brands'.

Advertising Week Europe’s executive director, Matt Schnecker, believes that "trust is a big issue as it should be", following that 'we owe the consumers, our audience... the truth and I’m convinced the industry will get there".