Knowledge

WFA produces resources, research and guides across a wide range of emerging marketing topics and challenges. All the work is informed by WFA member input and developed in close cooperation with the best experts from across the industry.

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All knowledge & updates

  1.    PAG Meeting Overview (February 2025)
    Digital policySelf-regulationMarketing law

    PAG Meeting Overview (February 2025)

    Meeting overview and presentations from WFA’s Policy Action Group (PAG) meeting on 4 February 2025

    Read more about "PAG Meeting Overview (February 2025)"
  2.    Spotlight: More effective B2B influencer marketing
    Brand safetyBrand safetyInfluencersInfluencersMarketing capabilitiesMarketing operations

    Spotlight: More effective B2B influencer marketing

    From diagnosis to activation, join this session to discover how Brainlabs identifies the moments and contexts where influencers can…

    Read more about "Spotlight: More effective B2B influencer marketing"
  3.    Privacy and Tech Forum
    Brand safetyDigital policyBrand safetySelf-regulationMarketing technologyMarketing technologyData collection & privacyMarketing technology

    Privacy and Tech Forum
    Open to WFA members only

    For senior experts from a broad range of functions, including marketing, legal, policy and compliance.

    Read more about "Privacy and Tech Forum"
  4.    Halo CMM Community Townhall Meeting
    Audience measurementMedia governance

    Halo CMM Community Townhall Meeting

    Discover the Future of Cross-Media Measurement

    Read more about "Halo CMM Community Townhall Meeting"
  5.    Regional WFA-IARD Webinar for APAC

    Regional WFA-IARD Webinar for APAC

    Setting standards that effectively protect minors in digital environments.

    Read more about "Regional WFA-IARD Webinar for APAC"
  6.    Knowledge Spotlight: Search Engine Optimisation (SEO) 101
    Marketing technologyDigital transformationMarketing capabilitiesMarketing procurementMarketing technologyData & analyticsMarketing effectivenessMarketing technology

    Knowledge Spotlight: Search Engine Optimisation (SEO) 101

    This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts,…

    Read more about "Knowledge Spotlight: Search Engine Optimisation (SEO) 101"
  7.    AB InBev CMO wins Global Marketer of the Year

    AB InBev CMO wins Global Marketer of the Year

    Marcel Marcondes, Global Chief Marketing Officer, AB InBev has won the 2024 WFA Global Marketer of the Year, WFA’s annual…

    Read more about "AB InBev CMO wins Global Marketer of the Year"
  8.    The Candid CMO: Jiunn Shih, Global Chief Marketing, Innovation and Sustainability Officer at Zespri

    The Candid CMO: Jiunn Shih, Global Chief Marketing, Innovation and Sustainability Officer at Zespri

    In the first of a new series, WFA chats to the global marketing lead for Zespri to explore his marketing journey from boyhood to his…

    Read more about "The Candid CMO: Jiunn Shih, Global Chief Marketing, Innovation and Sustainability Officer at Zespri"
  9.    WFA President’s Vision for 2025
    AI (Artificial Intelligence)CreativityMarketing technologyAIMarketing technologyMarketing technology

    WFA President’s Vision for 2025

    Marketers have a tremendous opportunity to drive innovation and impact in 2025, says WFA President and Chief Marketing and…

    Read more about "WFA President’s Vision for 2025"
  10.    Cross-media measurement is an advertisers’ North Star
    Media measurement

    Cross-media measurement is an advertisers’ North Star
    Open to WFA members only

    Campaigns now typically feature nine different touchpoints, making the challenge of measuring impact more acute, but more vital than…

    Read more about "Cross-media measurement is an advertisers’ North Star"
  11.    Top WFA content in 2024 to get you ahead in 2025
    AI (Artificial Intelligence)CreativityAI

    Top WFA content in 2024 to get you ahead in 2025

    We have compiled an overview of 2024 content that’s been most popular with WFA members and, where appropriate, with the wider…

    Read more about "Top WFA content in 2024 to get you ahead in 2025"
  12.    Major multinationals identify six key IP risks of GenAI in marketing
    AI (Artificial Intelligence)Marketing technologyAIMarketing technologyMarketing technology

    Major multinationals identify six key IP risks of GenAI in marketing
    Open to WFA members only

    Marketers fears about IP and copyright are stopping brands taking advantage of the benefits. This new WFA report highlights…

    Read more about "Major multinationals identify six key IP risks of GenAI in marketing"
  13.    Responsible Food Marketing Policy: WFA key messages
    Food marketingSelf-regulationMarketing to children

    Responsible Food Marketing Policy: WFA key messages
    Open to WFA members only

    WFA’s key messages advocating for proportionate, evidence-based and robust policies on food marketing and…

    Read more about "Responsible Food Marketing Policy: WFA key messages"
  14.    Nine WFA partner predictions for 2025
    CreativityMarketing technologyAIMarketing technologyMarketing technology

    Nine WFA partner predictions for 2025

    WFA's strategic partners share their global marketing predictions for…

    Read more about "Nine WFA partner predictions for 2025"
  15.    Spotlight: A 2024 Agency Roundup - Beyond the Surface
    Agency remuneration & contracts

    Spotlight: A 2024 Agency Roundup - Beyond the Surface

    Navigate the dynamic brand/agency landscape by staying informed on recent developments, industry trends, and strategies to overcome…

    Read more about "Spotlight: A 2024 Agency Roundup - Beyond the Surface"
  16.    Spotlight: Sustainable Marketing 2030 - Creativity into Action

    Spotlight: Sustainable Marketing 2030 - Creativity into Action
    Open to WFA members only

    Learn more about the role of creativity in sustainable transformation from WFA and Kantar.

    Read more about "Spotlight: Sustainable Marketing 2030 - Creativity into Action"
  17.    Knowledge Spotlight: Trends in the APAC New Business Landscape
    Agency evaluation & performanceAgency managementAgency remuneration & contractsAgency review & pitchingMarketing technologyMarketing capabilitiesMarketing procurementMarketing technologyMarketing effectivenessMarketing technology

    Knowledge Spotlight: Trends in the APAC New Business Landscape

    This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts,…

    Read more about "Knowledge Spotlight: Trends in the APAC New Business Landscape"
  18.    Sustainability into Action

    Sustainability into Action
    Open to WFA members only

    New series of WFA playbooks on sustainable marketing from WFA and Kantar offers marketers guidance on how to put theory into…

    Read more about "Sustainability into Action"
  19.    Benchmark: Marketing academy development and management
    Marketing capabilities

    Benchmark: Marketing academy development and management

    WFA member benchmark on best practices for developing and maintaining a marketing academy

    Read more about "Benchmark: Marketing academy development and management"
  20.    Research: Global marketing procurement structures and operating models
    Marketing procurementOrganisation & structure

    Research: Global marketing procurement structures and operating models

    Access WFA’s research on global marketing procurement structures and operating models.

    Read more about "Research: Global marketing procurement structures and operating models"
  21.    WFA position paper on EU Digital Fairness Fitness Check
    Digital policy

    WFA position paper on EU Digital Fairness Fitness Check

    Potential policy positions that will guide WFA's advocacy on the Digital Fairness Act’s future legislative process as well as…

    Read more about "WFA position paper on EU Digital Fairness Fitness Check"