The Trust Factor: Why trust is vital to your commercial success and how to build it by. Amanda Griffiths, Head of Communications Planning, Marketreach &Michael Dickinson, Associate Director, Tapestry
We’ve always known that trust is important for individuals, brands, media channels and organisations yet surprisingly little is understood about how trust works (and is communicated) between brands and organisations and their customers and prospects. This paper details a breakthrough in the understanding of trust from research conducted by Tapestry on behalf of Marketreach Royal Mail. Marketreach and Tapestry will reveal the many valuable ways in which trust gives organisations a competitive edge in the world of business, because without trust, no relationships are possible, either personally, or in the commercial world. Understanding trust and its commercial implications is a massive challenge, but one that brands and organisations simply must master if they are to survive and thrive.
The Creative Dividend. Sara Zanjani, EU Business Development Director and Beth Marchant, Senior Strategy Manager System 1
The study proves that creative and media together drive the majority of business impact, making it impossible to treat them as separate disciplines. Creative quality is the biggest multiplier of media effectiveness, showing that media works dramatically harder when the creative is strong.
It introduces ESOC, a metric that links creative strength and media support directly to profit growth, giving both creative and media teams a shared, commercial KPI. The Creativity Stack provides a practical framework that helps creative teams build work that performs better and helps media teams understand which environments will amplify it. The findings make a clear case for integrated planning, where creative ideas and media strategy are developed together to maximise attention, distinctiveness, and ROI.
Moving insight into day-to-day decision-making. CarleneWilson, Account Manager Fifty5 Blue & Jayant Srivastava, insights Manager at the7Stars
They will be doing a presentation showcasing how the7stars have created a more connected planning approach via Gravity Connect, partnering with TGI to enrich consumer insights using a geo-modelling methodology.