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By Sophie Clark
Live News Reporter
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Brand representatives working across all walks of life, from airlines to children's medicine to kettles, gathered on Thursday night to celebrate winning Newsweek/BrandSpark's Most Trusted U.K. Brands Awards in their respective fields.
Convening at Canada House, Canada's oldest diplomatic posting, on March 13, Newsweek and BrandSpark hosted their third annual Trusted Product Award event to celebrate trust, and to discuss how brands can remain trusted in the future.
The shared sentiment across winning companies was how much it means to be voted "most trusted" by their own customer base.
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While many other brand awards are given by committee or by focus groups, the Newsweek/BrandSpark Trusted Product Awards come directly from customers.
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Matt Berry from British Airways told Newsweek that the award is "fantastic."
He said: "Earning customer trust is really tough, and it's not good enough just to be the biggest or the most visible, [or] have the greatest awareness. You know that, in many ways, is a factor of size and media investment, but really trust is about the experience and the service we deliver to customers.
"We've been building a better BA for the last two, three years, and so to have it affirmed by real customer data that says actually we're doing well, and they rate us and trust us highly amongst our other airlines, is a huge stamp of approval."
"The fact that we've been awarded [as] trusted is really important for our brand," Leanne Garvie—Bona UK's marketing manager, who won a Top 3 Most Trusted Brands for Wood Floor Cleaners award—told Newsweek. "We're a bit of a challenger brand, so the fact that we've got that trusted review is really exciting for us."
"Hosting the *Newsweek/*BrandSpark Trusted Product Awards was an incredible opportunity for Newsweek to celebrate innovation and consumer confidence in today's marketplace," said Amit Shah, Newsweek executive vice president.
"At Newsweek, trust is at the core of everything we do, whether in journalism, partnerships, or events like these that recognize brands consumers rely on every day. The success of this event reaffirms the importance of credibility and transparency in both media and business. We are honored to be a platform that highlights the most trusted products and look forward to continuing this tradition of celebrating excellence and consumer trust."
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During the award ceremony, BrandSpark International President and CEO Robert Levy spoke about his company's collaboration with Newsweek.
"[Newsweek is] a world renowned media brand...they are iconic and truly global," Levy said.
"Their mission is very aligned with ours, especially these days. And it's really to provide balanced and trustworthy journalism that connects readers with the insights they need...the core of what they do is to uphold a very high standard."
Levy also spoke about Newsweek's commitment to trust as a publication, noting Newsweek recently joined The Trust Project, which ensures journalists meet specific trust-based standards.
"In fact, every time you read a Newsweek article, you're going to get a little meter that asks you whether you trusted that article or not," said Levy. "So they take trust really seriously, so for us they're a fantastic partner."
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When speaking with brands about how they hope to maintain trust within their customer base, the one word that brand representatives kept turning to was "innovation."
Companies know it is not enough to win trust this year, but they have to keep creating new products and new customer bases to win trust year on year.
Newsweek and BrandSpark hope the following years of the Trusted Product Awards will see many new and returning faces.
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