DIMENSION 2019: Authentic Communication in a Mistrusting World
The (In)credible Communicators
In an age of connected consumers’ increasing distrust in the media, protecting a brand’s reputation is fundamental. And messaging consistency across all communication forms has never played such an important part in this.
Last year, our study found that brands are increasingly operating an integrated focus in communications planning and activation through a closer working relationship across the PR and marketing functions.
This portion of our groundbreaking DIMENSION report, Authentic Communication in a Mistrusting World, explores the importance of non-advertising techniques in ensuring brands communicate in an authentic and genuine way – maintaining and building trust among consumers in the process.
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About DIMENSION 2019
DIMENSION is our latest thinking on some of the biggest communication planning, buying and measurement issues faced by the industry. This year, it seeks to understand how brands, media owners and agencies alike can win in the age of authenticity.
Uniquely, the study reflects the response and attitudes from twin perspectives: those of the industry’s practitioners and those of the consumers they are trying to reach.
Now in its third year, the findings send a strong message that the recurring issues haven’t gone away, and the imperfect balance our industry finds itself in remains. Our conclusions are based on a survey of 5,000 “connected consumers” age 18+ and interviews with industry leaders across five of the largest media markets in the world – the US, UK, France, Brazil and China.