Trust matters. In fact, it is at the epicenter of the report produced by Ebiquity/FirmDecisions on behalf of the ANA. Trust is not a "going in" position for advertisers when they select an agency. A contract alone does not produce trust. Trust must be earned and is built over time. It is not granted. Advertisers speak of "trust but verify." That is not an oxymoron. It is a product of evidence produced by verification of what agencies agree to with their clients to perform and contribute. (Yes, it must also be included in an explicit contract as well.) That's where the ANA report provides its value.