<![CDATA[This study examines trust as a communication mechanism. Trust enables advertising agency–client relationships to continue amid uncertainty, complexity, and decision risks. This study applies Niklas Luhmann’s social systems theory. Here, trust is a communicative operation that reduces complexity without dissolving differences between advertising and economic systems. The study uses an interpretive qualitative approach and a constructivist paradigm. The data come from in-depth interviews with 10 advertising professionals in Jakarta. Findings identify three interrelated forms of trust: structural trust, institutionalized through formal documents and decision closure; communicative trust, produced through negotiation and revision; and reflexive trust, stabilized by repeated collaboration and a reduced need for verification. This study offers a non-psychological framework for organizational communication. It also provides practical insights for managing agency–client collaboration as ongoing communication in a functionally differentiated society.]]>
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