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Home»News»NewWorld: Building Trust and Market Share Through Data-Driven Audience Engagement in the Age of Misinformation.
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NewWorld: Building Trust and Market Share Through Data-Driven Audience Engagement in the Age of Misinformation.

Press RoomBy Press RoomJanuary 22, 2025
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NewWorld Emerges: Redefining Trust and Triumph in the Age of Misinformation

In a landscape rife with skepticism and eroding public confidence, NewWorld, formerly A-B Partners, has unveiled a transformative approach to marketing, prioritizing trust as the cornerstone of brand success. Born from a six-year legacy of challenging conventional marketing norms, NewWorld has solidified its position as a leader in cultural marketing, crafting campaigns that not only inspire action but also combat misinformation and forge genuine connections with diverse audiences. This evolution marks a significant shift, underscoring the company’s unwavering dedication to reshaping the marketing landscape with authenticity, creativity, and unwavering trust at its core. Through a groundbreaking national trust survey involving over 1,600 participants across key demographics, NewWorld provides business leaders with the insights and tools needed to identify underserved markets, tailor campaigns for resonance, and achieve measurable growth.

From A-B Partners to NewWorld: A Journey of Impact and Innovation

NewWorld’s journey began six years ago with a mission to challenge outdated marketing practices. Since then, the Black-owned firm has consistently leveraged data and insights to shape impactful, strategy-driven campaigns, earning recognition and accolades, including two gold Anthem Awards. The firm’s expertise has been sought by leading national and global philanthropies, such as the Ford Foundation, Omidyar Network, and Rockefeller Foundation, for cross-sector campaigns addressing critical issues ranging from ESG advocacy and women’s healthcare to gig economy reform for drivers at companies like Uber and Lyft.

A Portfolio of Transformative Campaigns: Shaping Narratives and Driving Change

NewWorld’s track record boasts a series of impactful initiatives. The agency partnered with A24 to develop consumer profiles for diverse AAPI audiences ahead of the release of the critically acclaimed film "Everything Everywhere All at Once" (2022). In 2024, NewWorld executed an award-winning global creative campaign for YouTube, the American Academy of Pediatrics, and the Child Mind Institute, targeting adolescents worldwide with effective mental health crisis strategies. Further demonstrating its commitment to social impact, NewWorld spearheaded “The Payback” campaign, engaging over 10 million voters of color to highlight the economic advantages of the Inflation Reduction Act. These diverse projects showcase NewWorld’s ability to deliver innovative, strategy-driven solutions that resonate with a wide range of audiences, driving measurable success in brand recognition and engagement.

Navigating the Trust Crisis: NewWorld’s Response to a Changing Landscape

In an era where public trust is declining and misinformation proliferates, NewWorld offers a beacon of hope for industries striving to rebuild credibility. Founder and CEO Andre Banks emphasizes the urgency of this challenge, stating, "Trust has become the ultimate currency… When the old playbooks are driving mistrust more than sales, or growing marketing budgets faster than customer relationships, it’s time to win in a new way." NewWorld recognizes that authentically cultivating trust with diverse audiences is paramount for driving demand in today’s complex information environment. The company’s expanded capabilities are designed to address the specific challenges of the current media landscape, serving as a powerful ally for disruptors and a challenger to traditional advertisers.

Introducing The Trust Review: A Game-Changing Tool for Building Trust and Driving Growth

Central to NewWorld’s approach is The Trust Review, a groundbreaking tool that empowers brands to combat misinformation, elevate performance, and rebuild consumer trust. By analyzing trust gaps across industries, The Trust Review enables business leaders to pinpoint underserved markets and implement strategies that foster authentic connections, ultimately driving measurable growth and increased market share. Complementing this analytical approach, NewWorld amplifies its focus on class, climate, and culture through campaigns that promote meaningful change and bridge societal divides. Leveraging data-driven insights and trust-centered storytelling, NewWorld empowers businesses to create impactful narratives that challenge prevailing norms, break into new markets, and win the confidence of skeptical consumers.

Innovation at Scale: Harnessing Technology for Creative Excellence

NewWorld embraces innovation by leveraging tools like generative AI for faster, smarter campaign production without compromising creative excellence. This fusion of advanced technology with deep cultural knowledge equips business leaders to navigate misinformation and connect with audiences in ways that drive sustainable growth. Banks emphasizes that this transformation is more than a name change; it’s a declaration of what’s possible, a call to action for leaders to abandon outdated playbooks and embrace the transformative power of trust in achieving long-term success. NewWorld is poised to lead the charge in building campaigns that not only earn trust but also drive lasting, positive change.

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