Torrence Boone serves as managing director of agency business development at Google. In that capacity, Torrence Boone coordinates the establishment and development of Google’s business relationships with advertising and marketing agencies throughout the Americas.

1. The Credibility War in Modern
Advertising
BY TORRENCE BOONE

2. The Credibility War in Modern Advertising
Torrence Boone serves as managing director of
agency business development at Google. In that
capacity, Torrence Boone coordinates the
establishment and development of Google’s business
relationships with advertising and marketing
agencies throughout the Americas.

3. The Credibility War in Modern Advertising
Recent changes in the production and distribution
of media have caused a profound shift in the
advertising industry. Consumers more actively
communicate their interests to brands, and that
constitutes a big change. As consumers engage in
this increased level of communication, they also
realize they do not need to rely solely on advertisers
to get information about the products they want.
Some consumers take other sources of
information, such as consumer product reviews and
blog posts, and treat them as credible sources, often
to the detriment of direct communication from the
brand.

4. The Credibility War in Modern Advertising
In order to remain viable, advertising agencies must
adapt to these changes. Rather than serving as oneway distributors of brand messages, advertising
professionals must become liaisons between brands
and consumers. When a wealth of information is
available, some accurate and some not, establishing
trust and credibility becomes paramount to success.