Marketing is evolving at an extraordinary pace, shaped by rapid technological advancements and changing consumer expectations. As we step into 2025, the opportunities for innovation and impact are greater than ever, but so are the challenges. Success will come to those who embrace these shifts, integrating authentically into new ecosystems while staying true to their core values. Marketers must balance bold innovation with consistency, navigating global complexities while fostering trust and connection. In this dynamic environment, marketers are not just participants in change, they are its architects, shaping the future of their industries and redefining how brands engage with the world.

2024 was a year of progress and resilience for WFA. We reached record levels of corporate membership, revenue and engagement, while advancing key priorities in media, sourcing, capabilities, in-house operations and insights. The launch of our new Policy Board strengthened oversight on critical issues like food marketing, privacy and children's wellbeing. Regionally, we expanded our presence in Asia-Pacific and Latin America and took steps towards establishing a regional group in Africa. Highlights included the Global Marketer Week in Toronto, which brought together 800 members in May. As we look to 2025, our focus remains on supporting our members and driving the global marketing agenda forward.

Generative AI is a key focus for WFA members, with 63% of global brands already integrating it into their marketing strategies. Yet concerns around legal, ethical and reputational risks remain significant barriers. In 2024, WFA launched its AI Community to help members navigate these challenges. Led by an AI Steer Team, the community brings together experts from marketing, media, insights and procurement to share best practices and develop strategies for responsible AI use. Key initiatives include a Gen AI primer, contract guidance, and a benchmark for AI in marketing creative;  each designed to help brands make informed, confident decisions.

In 2024, WFA’s Halo community focused on tackling one of advertising’s biggest challenges: cross-media measurement. Research found that 86% of respondents cite data silos as a major hurdle, while 74% say they lack comparable cross-market solutions. Built around open-source, privacy-conscious technologies like ‘Virtual ID’, the Halo Cross-Media Measurement Framework offers an advertiser-centric approach to measuring impact across channels. The first pilots will launch in 2025 in the UK and US, aiming to address fragmentation, regional nuance and efficiency challenges.

In 2024, WFA research revealed a growing need for closer collaboration between marketing and policy teams. While 56% of marketers now see policy professionals as critical partners, three in four believe collaboration levels could still improve. In response, WFA launched the Positive Marketing Behaviours framework to help brands identify risks and manage them effectively. It covers key topics like sustainability, inclusive marketing, brand purpose and data ethics; equipping teams with the tools to align policy priorities with marketing objectives.

In 2024, WFA’s sustainability work focused on turning ideas into action. Through the Planet Pledge and in partnership with Kantar, WFA advanced the Sustainable Marketing 2030 framework, reimagining marketing’s role in driving growth compatible with a sustainable future. The first playbook, Creativity into Action, explored how marketing’s storytelling power can help normalise sustainable living, supporting brands in contributing to the UN Sustainable Development Goals.