Most read: Consumer trust in traditional advertising declines in UK
, according to the latest research from Nielsen, which polled 30,000 online respondents in 60 countries, 北京赛车pk10's Kate Magee reports.
In the UK, editorial content, emails that consumers sign up for, and newspaper and radio ads, experienced the greatest drop in trust, while the three least trusted formats – mobile ads, text ads on mobiles and ads on social networks – earned increased levels of trust.
Personal recommendations were the most trusted format, followed by consumer opinions online, then "emails signed up for" and TV ads.
Interestingly, some formats' capacity for action outperformed how much respondents trusted them. Terrie Brennan, Nielsen’s executive vice president of marketing effectiveness for Europe, explained: "The formats where action exceeds trust by the greatest margin share a common attribute: easy access to the product or service."
People moves: Telegraph poaches MG OMD CEO Ffitch, is replaced by MD Pearson
After 25 years at the at the Omnicom media agency, Robert Ffitch is leaving the chief executive role to take up , 北京赛车pk10's Maisie McCabe reports.
In his new role Ffitch will be responsible for all of TMG's ad revenue teams including display, client, specialist and . He will report to Dave King, the executive director of TMG.
, its managing director, to chief executive, and Natalie Bell, the executive director, digital, content and experience, as its new managing director.
On social: Brands react to #InternationalCoffeeDay
With #InternationalCoffeeDay trending on Twitter today, some brands took the occasion as a prime opportunity to either shamelessly plug their java-related products/services or post a gif of a celebrity slurping a cup of Joe.
For some, marking the annual celebration was more about having a moment of social media glory. Below are some of the Brand Republic team's favourites, including Red Bull's coffee to go alternative...
Bull to fly sure beats coffee to go
— Red Bull Belgium (@RedBullBe)
...and John Lewis pointing out the simpler times of the hot drink.
What's your favourite?
— John Lewis (@johnlewisretail)
Virals: Why don't Airbnb's beautifully crafted ads get shared more?
this week looks at Airbnb's latest offering, , a sumptuous creative feat in which "AirBnB’s incredible animation brings memory to life in a manner that’s both sophisticated and captivating."
It didn't get shared a lot, though, especially compared to the campaign , "a cinematic yet largely baffling spot which turned the notion of house-swapping into a philosophical journey into the soul of man", which got significantly more shares (we'd wager the sentiment behind the sharing was WTF? At least if the are any guide).
While ads like ‘A Different Paris’ may prove popular with industry commentators and other creatives, the brand is yet to score a wider viral hit with this aesthetic. On this basis, it will be interesting to see how Airbnb learns from this in future campaigns: will we be seeing more magical contraptions or more attention-grabbing earnestness?
We think they may stick with the whimsy, to avoid .
Advice: Take tomorrow morning off
Go to work, obviously, but clear your schedule, sit down at your computer with a coffee, and on Brand Republic.
We'll be from 9:30am, where brands (Camelot UK Lotteries, EDF), media owners (Channel 4, Sky 1 HD), agencies (Mother, PHD), and Sir Lenny Henry will be tackling some of the biggest questions in advertising today. Such as how can marketing earn its seat in the boardroom? Is data putting the squeeze on creativity? Has journalism about the media and advertising lost its way? And how can advertising contribute to an accurate reflection of society in the media?
Compiled by Jonathan Shannon
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