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Content & Innovation
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CreativityMarketing effectivenessCreative effectiveness is not about taking risks
Read more about "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…
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VR & ARGamingSpotlight: Marketing in the Metaverse
Read more about "Spotlight: Marketing in the Metaverse"As the digital and the “real” world increasingly intermingle in people’s everyday lives, brands have a vast new…
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CreativityBrand reputationReversing the decline in advertising effectiveness
Read more about "Reversing the decline in advertising effectiveness"To create memorable advertising that builds brands, the industry must capture the ‘broad-beam’ attention of audiences;…
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ChannelsGamingIntegrated marketingDigital transformationSpotlight: Gaming Demystified 2021
Read more about "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,…
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CreativityThe butterfly effect of global marketing transformation
Read more about "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…
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ChannelsGamingIntegrated marketingDigital transformationGAMING DEMYSTIFIED 2021: Unlocking brand opportunities in video gaming
Read more about "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,…
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Agency managementCreativityDigital transformationOrganisation & structureCMO Forum meeting overview (September 2021)
Read more about "CMO Forum meeting overview (September 2021)"Overview of the CMO Forum held remotely on September 8, 2021.
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CreativityA look back at Cannes 2021
Read more about "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…
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CreativityInnovation at Cannes
Read more about "Innovation at Cannes"Judging this year’s Innovation Lions highlighted both the power of innovation to drive real change and the importance of…
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InfluencersCreativityInfluencersGamingAccelerated sponsorship
Read more about "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…
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CreativityMy favourite campaign of 2020…
Read more about "My favourite campaign of 2020…"Six industry leaders highlight the work that has impressed them most this year.
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CreativityThe work that inspired in 2020
Read more about "The work that inspired in 2020"We asked the WFA Global Marketer of the Year jury what work had stood out for them this…
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Open to all GARM members
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Open to all GARM members
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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”.
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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.
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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’.
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You can’t solve every problem by yourself. That is why our members turn to the wisdom of our WFA network of global marketers. “You come to WFA meetings to learn, to listen, to borrow great ideas and to build on them. WFA is a fantastic community of people and if you’re not in it, you’re missing out.” - Raja Rajamannar, CMO Mastercard.