Content & Innovation

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Content & Innovation

  1.    Creative effectiveness is not about taking risks
    CreativityMarketing effectiveness

    Creative effectiveness is not about taking risks

    Having spent more than 10 years reporting on what works in marketing communications, the key to the effectiveness of creativity is…

    Read more about "Creative effectiveness is not about taking risks"
  2.    Spotlight: Marketing in the Metaverse
    VR & ARGaming

    Spotlight: Marketing in the Metaverse

    As the digital and the “real” world increasingly intermingle in people’s everyday lives, brands have a vast new…

    Read more about "Spotlight: Marketing in the Metaverse"
  3.    Reversing the decline in advertising effectiveness
    CreativityBrand reputation

    Reversing the decline in advertising effectiveness

    To create memorable advertising that builds brands, the industry must capture the ‘broad-beam’ attention of audiences;…

    Read more about "Reversing the decline in advertising effectiveness"
  4.    Spotlight: Gaming Demystified 2021
    ChannelsGamingIntegrated marketingDigital transformation

    Spotlight: Gaming Demystified 2021

    Video gaming has risen to become bigger than other forms of entertainment. Its growth has been further super-charged by COVID-19,…

    Read more about "Spotlight: Gaming Demystified 2021"
  5.    The butterfly effect of global marketing transformation
    Creativity

    The butterfly effect of global marketing transformation

    The WFA’s CMO Forum boasts marketing leaders from diverse categories and geographies, yet their priorities are often…

    Read more about "The butterfly effect of global marketing transformation"
  6.    GAMING DEMYSTIFIED 2021: Unlocking brand opportunities in video gaming
    ChannelsGamingIntegrated marketingDigital transformation

    GAMING DEMYSTIFIED 2021: Unlocking brand opportunities in video gaming

    Video gaming has risen to become bigger than other forms of entertainment. Its growth has been further super-charged by COVID-19,…

    Read more about "GAMING DEMYSTIFIED 2021: Unlocking brand opportunities in video gaming"
  7.    CMO Forum meeting overview (September 2021)
    Agency managementCreativityDigital transformationOrganisation & structure

    CMO Forum meeting overview (September 2021)

    Overview of the CMO Forum held remotely on September 8, 2021.

    Read more about "CMO Forum meeting overview (September 2021)"
  8.    A look back at Cannes 2021
    Creativity

    A look back at Cannes 2021

    Cannes is the annual celebration of all that is good about marketing and advertising. This year’s awards were virtual but that…

    Read more about "A look back at Cannes 2021"
  9.    Innovation at Cannes
    Creativity

    Innovation at Cannes

    Judging this year’s Innovation Lions highlighted both the power of innovation to drive real change and the importance of…

    Read more about "Innovation at Cannes"
  10.    Accelerated sponsorship
    InfluencersCreativityInfluencersGaming

    Accelerated sponsorship

    Key trends have come to the fore due to COVID. Ian Malcolm, President and CEO at Lumency, a brand side sponsorship, experiential and…

    Read more about "Accelerated sponsorship"
  11.    My favourite campaign of 2020…
    Creativity

    My favourite campaign of 2020…

    Six industry leaders highlight the work that has impressed them most this year.

    Read more about "My favourite campaign of 2020…"
  12.    The work that inspired in 2020
    Creativity

    The work that inspired in 2020

    We asked the WFA Global Marketer of the Year jury  what work had stood out for them this…

    Read more about "The work that inspired in 2020"

Our upcoming events

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  1. Open to all GARM members

    More information Register for this meeting

  2. Open to all GARM members

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  3. Sourcing Forum

    10 Jan 2024

    Boasting over a 1700 marketing sourcing contacts around the world, the Sourcing Forum has been referred to as a group of “enlightened marketing procurement specialists”.

    More information Register for this meeting

  4. The search landscape is evolving faster than ever before, and with the advent of AI this is only going to continue. Brands are exploring ways to utilise new technologies to supercharge their content efforts, whilst the search engines are still finding their way in a world in which anyone can publish hundreds of thousands of words at the push of a button. 

    More information Register for this meeting

  5. Sponsorship has grown up. For many brands, sponsorship used to be viscerally driven, often without any strategy and often directed by passion points that sat with executives. A brand might have sponsored cricket, for example, because the president of the company liked cricket. Success metrics were along the lines of: the president was happy, the camera-visible signage looked good, the sales team brought people (maybe customers, maybe family, maybe colleagues) to matches, and everyone had a ‘good time’.

    More information Register for this meeting

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