Building Trust | SYD F2F

Trust isn’t just a “brand metric” anymore - it shapes attention, effectiveness and business outcomes.

In a world of fragmented media, misinformation and algorithm-driven feeds, how should planners think about trust, context and the environments brands show up in?

This interactive NGEN workshop is designed for emerging media and marketing talent looking to build sharper commercial thinking, stronger planning confidence, and a better understanding of how trusted media environments influence Australian audiences.

Through live polling, group discussion, real-world examples and practical planning exercises, attendees will explore:

• How trust shapes audience behaviour
• Why environment matters for attention
• The difference between brand safety, suitability and performance
• How to contribute more confidently to planning and strategy conversations
• What marketers should consider when navigating today’s landscape
  

This is not a lecture. It’s a highly interactive, “learn by doing” session designed to challenge assumptions, spark discussion and give participants practical tools they can apply immediately in their roles.

Session Includes

• Live polling and interactive exercises
• Group discussion and practical application
• Journalist panel and audience Q&A
  

Hosted by Vanessa Lyons

CEO, ThinkNewsBrands

Vanessa Lyons is CEO of ThinkNewsBrands and one of Australia’s most respected leaders across marketing, media and commercial strategy. With more than 25 years’ experience across media, technology, retail, financial services and insurance, Vanessa has built a career helping organisations navigate change, build brands and drive growth. Today, she leads ThinkNewsBrands’ mission to strengthen trust, transparency and understanding around the role and value of news media in Australia.

Featuring Journalists from Australia’s Leading News Brands

The session will also feature a live discussion with journalists exploring:

• How audiences navigate reporting, opinion and creator content
• How journalism and newsroom verification processes work
  
• Different forms of content creation and how audiences assess credibility
• Why trust and media literacy matter more than ever 
• How newsrooms navigate misinformation and the need for speed

Facilitated by Crowd DNA

Crowd DNA is a global cultural insights and strategy consultancy helping organisations understand audiences, behaviour and the forces shaping culture and society. The session will be facilitated by Thomas Hayes and Kathrina Phan, who lead Crowd DNA’s APAC team and recently led research exploring the evolving role of journalism and why trusted news matters more than ever in 2026.