The Board aims to represent the full spectrum of marketing’s value and elevate its influence at every level, from the C-suite to emerging talent. The work in the region is guided by four key priorities:
The reality is, we must deliver on short-term goals, that’s what CEOs are watching, but we also have to champion the long-term. That’s our responsibility as marketers: to build today and tomorrow, at the same time. Our role is to help the organisation see that long and short-term efforts must work hand in hand to drive real business outcomes.
One thing that has never changed in marketing is the ability for brands to understand the landscape they operate in, tap into those consumer insights, to then generate campaigns, marketing ideas, that will help brands achieve growth. GenAI can help us do this quicker and more efficiently, but that is a fundamental of marketing that is here to stay.
What does it take to create a brand that really connects with consumers? Chrystal Yeong, Senior Manager, Marketing Services at WFA, reports.
While many in our industry were in Cannes last month celebrating creativity, members of WFA’s Asia Advisory Board supported the movement from Singapore, organising an evening event for those who couldn’t make it to the French Riviera.
When you’ve been with the company since Day 1, change is inevitable. Cheryl Goh, Group VP of Marketing at Grab, explains how discovering marketing, defying consensus and being purpose-driven are key to her career.
What does it take to rebuild an airline brand after the devastating impact of a global pandemic? Ed Bell, General Manager Brand, Insights and Marketing Communications at Cathay Pacific, takes us behind the scenes of one of aviation's most remarkable recovery stories.
With the change in leadership for the region as well as a reformed advisory board, the region has witnessed an expanded and meaningful programme of initiatives tailored to senior leaders. Today, WFA represents the most senior community of client-side marketers in Asia-Pacific, working together to better marketing as well as making marketing better – shaping meaningful growth and driving meaningful industry change, together.
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