Jimmy Wales, founder of Wikipedia and the Wikimedia Foundation, joins Edelman’s Richard Edelman to discuss how one of the world’s most visited platforms has maintained trust in an era of misinformation, polarization, and AI-generated content. Drawing from his new book, “The Seven Rules of Trust,” Jimmy shares lessons on transparency, neutrality, and purpose.
Any global event, whether sport or entertainment, creates the same temptation for brands to prioritise presence over purpose. But the biggest lesson from this World Cup is not that brands need to shout louder, it is that promotional activity performs best when it reflects how people actually experience the tournament.
The brands that succeed over the next decade will be the ones that rediscover the simple truth of why they exist, and stretch towards the dream of how they can add more to the world, then express that clearly and consistently in everything they do.
When agencies are able to demonstrate likely outcomes before campaigns launch, conversations become less speculative and more evidence-based.
