Yannick Carriou at the UDECAM Meetings

11 March 2026

Reading time

1 mn 20 s

Discover the opinion piece by Yannick Carriou on the challenges of trust, the central theme of the upcoming edition of the Rencontres.

On the occasion of UDECAM UDECAM The Union Des Entreprises de Conseil et d’Achat Media (Media consultancy and buying association) connects the different players in the media and communications sectors. Its mission is: to defend the interests of its members among all market players, whether these are public, professional or interprofessional organisations. Every September, it organises Les rencontres de l'UDECAM (UDECAM meeting), when it brings together all of its member agencies and partners (media, companies and associations). Find out more ’s 30th anniversary, the upcoming Rencontres will launch a collective reflection on the theme of trust, a discussion to which Yannick Carriou will contribute.

In a landscape shaped by fragmented audiences, an ever-growing number of communication channels, and increasing demands for transparency, trust can no longer be taken for granted. It has become a strategic asset, essential to building meaningful relationships between brands, media, and consumers.

“Trust cannot be decreed. It must be earned. It must be proven.”

Yannick Carriou

At Médiamétrie, this is precisely what drives our mission, and what we work to build every day: providing shared benchmarks, transparent methodologies, and objective measurement solutions that help guide the market and foster lasting, meaningful trust.

“Trust is the irreducible combination of two distinct elements: competence and clarity of intent. One without the other is never enough.”

Yannick Carriou

We are pleased to contribute to this collective reflection on the occasion of a milestone anniversary for UDECAM UDECAM The Union Des Entreprises de Conseil et d’Achat Media (Media consultancy and buying association) connects the different players in the media and communications sectors. Its mission is: to defend the interests of its members among all market players, whether these are public, professional or interprofessional organisations. Every September, it organises Les rencontres de l'UDECAM (UDECAM meeting), when it brings together all of its member agencies and partners (media, companies and associations). Find out more , at a time when trust is emerging more than ever as a prerequisite for clarity, dialogue, and effective action across the industry. Join us on March 31 at the Théâtre Marigny in Paris.