"Today, the primary objective is to create trust in brands and to create links within more qualitative contexts, rather than generating a simple volume of contacts"
, hammered Tuesday in front of professionals of the press and communication, Pierre Calmard, CEO of Dentsu France.
In recent months, the health crisis has reinforced the feeling of mistrust of some of the citizens towards certain sources of information.
It also accentuated the demands of consumers with regard to the behavior of brands and their communication.
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To address these essential issues of trust, Dentsu Data Labs, the insights and data department of the Dentsu communication group, and the Alliance for Press and Media Figures (ACPM), presented a study on the levers of public trust in media and brands.
Seven determining factors were thus identified and collected in a white paper.
The
"reliability"
, through the consistent quality ...
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