Posts about Reports & whitepapers
All entries
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Marketing effectivenessCreating a Global Culture of Marketing Effectiveness
Read more about "Creating a Global Culture of Marketing Effectiveness"Marketing effectiveness is THE key priority for most, if not all, of WFA’s various peer groups. That is why late last year we…
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Brand safetyBrand safetyGARM launches Generative AI and Metaverse brand safety playbook
Read more about "GARM launches Generative AI and Metaverse brand safety playbook"GARM has launched a new guide to incorporate brand safety into Generative AI and Metaverse activations, designed to help…
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Brand safetyBrand safetyGARM and Ad Net Zero launch world's first guide to sustainable media for advertisers
Read more about "GARM and Ad Net Zero launch world's first guide to sustainable media for advertisers"Together with Ad Net Zero, GARM launches at the Cannes Lions International festival of Creativity the world’s first guide to…
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Broadcast TV drives global media price inflation
Read more about "Broadcast TV drives global media price inflation"WFA Outlook 2023 reveals the highs and lows of media prices across key markets around the world.…
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WFA Annual Report 2022
Read more about "WFA Annual Report 2022"An overview of WFA’s key projects and initiatives from 2022
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Brand safetyBrand safetyMedia measurementMedia literacyMedia InnovationNew Media OpportunitiesBrand purposeBrand reputationWFA issues Global Media Charter 3.0
Read more about "WFA issues Global Media Charter 3.0"The Charter 3.0 builds on progress made in areas of brand safety and measurement and identifies 5 priority areas covering…
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Digital policyGlobal overview of privacy enforcement cases impacting advertisers
Read more about "Global overview of privacy enforcement cases impacting advertisers"An overview of the most relevant privacy enforcement cases brought against online advertising across key markets globally
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Brand safetyDigital policyBrand safetyMarketing lawWFA Guide: DSA and DMA implementation
Read more about "WFA Guide: DSA and DMA implementation"WFA has developed a guide to shed light on some of the remaining questions on the EU’s Digital Services Act (DSA) and Digital…
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Agency evaluation & performanceMarketing procurementGlobal Agency Remuneration Trends: 2022 update
Read more about "Global Agency Remuneration Trends: 2022 update"Major advertisers believe that their agency partners are still offering great value in 2022, according to a major new research study…
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Marketing procurementClient-agency performance evaluations: 2022 update
Read more about "Client-agency performance evaluations: 2022 update"Decideware and the WFA returned again late 2022 to dig deeper into the relationship dynamics and efficiencies between marketers and…
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Self-regulationCreativityClients and Creativity
Read more about "Clients and Creativity"With creative communications effectiveness on the decline, what can brand owners do to reverse the decline and drive sustainable…
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Media’s got talent?
Read more about "Media’s got talent?"This joint WFA and MediaSense study examining global media talent was launched in May 2022 on the back of the Media2025 research…
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Agency managementAgency rostersOrganisation & structureAgency Roster Transformation
Read more about "Agency Roster Transformation"In-housing benefits as advertisers seek to respond to digital, Covid, sustainability and diversity and inclusion challenges
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Brand safetyBrand safetyGARM: 3 Years of Progress
Read more about "GARM: 3 Years of Progress"This report looks back on GARM's three-year journey to date, and looks at what's new today and what's next…
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Marketing procurementTech & tools in marketing procurement
Read more about "Tech & tools in marketing procurement"This WFA report written in partnership with Flock Associates – The Marketing Transformation Company, explored…
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eCommerceGlobal eCommerce and Marketing - Delivering a Successful Strategy
Read more about "Global eCommerce and Marketing - Delivering a Successful Strategy"eCommerce-focused multinationals are spending significantly more on performance ads than brand messages
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Brand safetyBrand safetyGARM Aggregated Measurement Report - May 2022
Read more about "GARM Aggregated Measurement Report - May 2022"The third Global Alliance for Responsible Media (GARM) report tracking performance on brand safety across eight…
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The future of insights and marketing effectiveness
Read more about "The future of insights and marketing effectiveness"In an increasingly complex business ecosystem, where does the Insights function sit today, and where to go next?
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Marketing capabilitiesThe First 100 Days of a Marketing Capability Leader
Read more about "The First 100 Days of a Marketing Capability Leader"Marketing capability building is seemingly more prevalent – and more important – than ever. So, as a new capability…
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Media 2025 - Wave Five Research Findings 2022
Read more about "Media 2025 - Wave Five Research Findings 2022"The WFA are delighted to share with you an advanced copy of MediaSense’s Media2025 report. Part of MediaSense’s…
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Diversity & InclusionDiversity: From Agency to Ads
Read more about "Diversity: From Agency to Ads"R3 study reveals how marketers and agencies can best frame diversity and inclusion in a Southeast Asian context.
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ProductionGlobal Content Production 2021
Read more about "Global Content Production 2021"Recent research amongst the WFA network and led in partnership with TKM Consultants, specifically deep diving into the models that…
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Diversity & InclusionWFA publishes final DEI Census results
Read more about "WFA publishes final DEI Census results"Just under six out of 10 people in the global marketing business think that best opportunities go to the most deserving employees.…
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Agency review & pitchingBrand investment decisions: evolving beyond working / non-working
Read more about "Brand investment decisions: evolving beyond working / non-working"Recent research amongst the WFA network and led in partnership with MediaSense, revealed huge appetite to evolve the conventional…
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Brand safetyBrand safety
GARM Aggregated Measurement Report - November 2021
Read more about "GARM Aggregated Measurement Report - November 2021"The second Global Alliance for Responsible Media (GARM) report tracking performance on brand safety across eight…
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Digital policyMarketing lawData collection & privacyData Safety in 2021: Benchmark & Analysis
Read more about "Data Safety in 2021: Benchmark & Analysis"Practical guidance for brands looking to minimise risk and manage data safety on their digital platforms, based on an analysis and…
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Digital policyMarketing lawWFA Guide to EU Cookie Guidance
Read more about "WFA Guide to EU Cookie Guidance"An overview and comparison of cookie guidelines issued by data protection authorities in different EU countries.
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Diversity & InclusionBeyond Gender 2: The impact of intersectionality in advertising
Read more about "Beyond Gender 2: The impact of intersectionality in advertising"The second Beyond Gender report offers valuable insight on intersectionality in advertising, supporting the Unstereotype Alliance's…
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Diversity & InclusionPromoting diversity and inclusion in advertising: a UNICEF playbook
Read more about "Promoting diversity and inclusion in advertising: a UNICEF playbook"Advertising can be a force for good that promotes change towards a more diverse and inclusive world. To help marketeers in this…
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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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WFA whitepaper on environmental claims and greenwashing
Read more about "WFA whitepaper on environmental claims and greenwashing"An overview of regulatory and self-regulatory developments and guidance for advertisers on environmental claims and…
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Brand safetyBrand safetyData-driven marketingThe Evolution of Data-Driven Marketing: Preparing for Digital Media’s Privacy-first Future
Read more about "The Evolution of Data-Driven Marketing: Preparing for Digital Media’s Privacy-first Future"A curated list of WFA resources to inform and shape your strategy
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Brand purposeBrand reputationMarketing capabilitiesMarketing operationsGet comfortable with sustainability
Read more about "Get comfortable with sustainability"The key insight from the WFA’s Marketing and Sustainability: Closing the Gaps research is that marketers need to get more…
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Agency rostersProductionMarketing operationsWFA Consultant Directory
Read more about "WFA Consultant Directory"A WFA directory of marketing consultant firms, based on member recommendations and market research. Last update: June 2021
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Diversity & InclusionUnstereotype Alliance 'State of the Industry' report 2021
Read more about "Unstereotype Alliance 'State of the Industry' report 2021"Global action platform report identifies key goals and recommendations for the marketing industry to improve diversity and…
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Data collection & privacyData-driven marketingBrands face APAC privacy challenge
Read more about "Brands face APAC privacy challenge"A new survey by the WFA, Campaign Asia-Pacific and Forrester reveals the scale of the privacy issue faced by brands in the…
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Diversity & InclusionGender Bias & Inclusion in Advertising in India
Read more about "Gender Bias & Inclusion in Advertising in India"A Unicef-Geena Davis Institute for Gender in Media analysis of gender representation in 1,000 most viewed advertisements in India on…
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Brand safetyBrand safetyGARM Aggregated Measurement Report - April 2021
Read more about "GARM Aggregated Measurement Report - April 2021"The first Global Alliance for Responsible Media (GARM) report tracking performance on brand safety across seven platforms, including…
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Brand purposeMarketing operationsMarketing and Sustainability: Closing the Gaps
Read more about "Marketing and Sustainability: Closing the Gaps"What can Marketers do to drive Sustainability in their industry?
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Agency managementProductionMarketing procurementDifferent Models when decoupling production
Read more about "Different Models when decoupling production"A brief definition guide on models when decoupling production.
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Digital policyData-driven marketingWFA report: The future of data-driven marketing
Read more about "WFA report: The future of data-driven marketing"A WFA report to lay the foundations for a debate on how to build a sustainable future for data-driven marketing
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Diversity & Inclusion54% of people don't feel culturally represented in online ads, Facebook study finds
Read more about "54% of people don't feel culturally represented in online ads, Facebook study finds"The study includes research in partnership with the Geena Davis Institute on Gender in Media, a survey of 1,200 people, a review of…
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Agency managementMarketing procurementBusiness Intelligence / Data analytics for a strong agency management program
Read more about "Business Intelligence / Data analytics for a strong agency management program"An e-book by our partners Decideware that looks at the importance & need for Business Intelligence / Data Analytics for a strong…
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Marketing capabilitiesMarketing operationsOrganisation & structureWhat marketing talent wants
Read more about "What marketing talent wants"Company and marketing department attributes that resonate with today's marketer
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Marketing procurementOrganisation & structureDecoupling production from the creative agency and the role of the agency producer
Read more about "Decoupling production from the creative agency and the role of the agency producer"Following questions from WFA members, our partner Advertising Production resources (APR) has provided input on the topics of…
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Digital transformationMarketing operationsMarketing Transformation - Delivering the future fit organisation
Read more about "Marketing Transformation - Delivering the future fit organisation"The subject of marketing transformation and how to deliver a Marketing function that is ‘future fit’ for the digital…
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Alcohol marketingMarketing lawWFA’s response to WHO consultation (alcohol marketing)
Read more about "WFA’s response to WHO consultation (alcohol marketing)"WFA’s response to the WHO’s consultation on a working document for development of an action plan to strengthen…
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WFA Whitepaper on marketing and sustainability
Read more about "WFA Whitepaper on marketing and sustainability"How marketers can reconcile the consumption conundrum
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ProductionMarketing procurementEco-Friendly Practices in Production
Read more about "Eco-Friendly Practices in Production"This Advertising Production Resources (APR) guide has been designed to help WFA members with developing eco-friendly practices…
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ProductionMarketing procurementThe endless possibilities of Computer Generated Imagery (CGI)
Read more about "The endless possibilities of Computer Generated Imagery (CGI)"This report by MurphyCobb Associates covers the CGI landscape, negotiation drivers, implementation technics and other top tips.
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Marketing procurementProject Spring
Read more about "Project Spring"A first of its kind guide by WFA on transforming the actions and perception of marketing procurement.
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ChannelsMedia governanceMarketing effectivenessMedia Outlook in the COVID-19 Crisis
Read more about "Media Outlook in the COVID-19 Crisis"Perspectives from WFA members, agencies and consultants on the development of media supply, demand and pricing in light of the…
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Marketing operationsWebinar: In search of the unicorn marketer
Read more about "Webinar: In search of the unicorn marketer"We unveil WFA’s largest global study, focusing on the ‘marketer of the future’.
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Digital policyMarketing lawData collection & privacy
Data Safety Benchmarking & Analysis
Read more about "Data Safety Benchmarking & Analysis"Practical guidance for brands looking to minimise risk and manage data safety on their digital platforms, based on an analysis and…
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Diversity & InclusionA Marketer's Approach to Diversity and Inclusion
Read more about "A Marketer's Approach to Diversity and Inclusion"This new WFA report offers brand insights, suggestions and case studies for embracing diversity in your creative and work…
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Audience measurementChannelsMedia transformationMarketing effectivenessMind the Gap - 2020
The 2020 Mind the Gap report by our partner Ebiquity focusses on three areas: a projection of TV audience figures up to 2025, whether…Read more about "Mind the Gap - 2020" -
Alcohol marketingSelf-regulationMarketing lawAlcohol Marketing: literature review
Read more about "Alcohol Marketing: literature review"A review of academic evidence on the effect of alcohol marketing on youth choices, preferences, and behaviours
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Digital policyMarketing lawEU ePrivacy Regulation: WFA briefing, February 2020
Read more about "EU ePrivacy Regulation: WFA briefing, February 2020"An overview prepared by WFA on the ePrivacy Regulation and how it could impact advertisers.
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Integrated marketingOrganisation & structureMarketing effectivenessWFA Global Marketing Effectiveness report
Read more about "WFA Global Marketing Effectiveness report"This document provides an overview of results of a study into marketing effectiveness amongst WFA members.
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Audience measurementMarketing technologyData & analyticsMarketing technologyDriving brand value with emotional intelligence in content
Read more about "Driving brand value with emotional intelligence in content"This study, by AI technology company Mirriad, links emotions in entertainment content with how they drive brand value.
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Agency remuneration & contractsProductionMarketing procurementTransparency in global production
Read more about "Transparency in global production"Survey on global content production transparency.
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InfluencersIntegrated marketingWFA Influencer marketing survey
Read more about "WFA Influencer marketing survey"WFA surveyed its members on their utilization of influencer marketing - how they worked with influencers, measurable impact,…
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Agency managementAgency review & pitchingHow a good scope of work program can benefit an organisation
Read more about "How a good scope of work program can benefit an organisation"Our strategic partners at Decideware have created a guide on the values, creation and implementation of a high quality scope of work…
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Agency managementTrue partners
Read more about "True partners"Some of the world’s leading advertising agencies give their views on what advertisers need to do to make a great…
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Media governanceDigital transformationMedia transformationMedia Transformation - Case Study 2: Royal Philips
Read more about "Media Transformation - Case Study 2: Royal Philips"The adoption of programmatic and ‘precision at scale’ principles, the changing nature of technology and data ownership…
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Agency managementMarketing procurementAchieving greater financial transparency with your agencies
Read more about "Achieving greater financial transparency with your agencies"Transparency has been one of the words most used by advertisers in recent years when talking about their agency…
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Agency evaluation & performanceGlobal Agency Group Profiles
Read more about "Global Agency Group Profiles"These agency group profiles by Comvergence provide information relating to the groups' leadership and management changes, key…
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Agency review & pitchingMajor media pitches in 2019
Read more about "Major media pitches in 2019"These two documents developed by Comvergence provide overviews of the major concluded & ongoing global/multi-country media…
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Maximising the value of media using the Ebiquity Media Model
Read more about "Maximising the value of media using the Ebiquity Media Model"In this Viewpoint paper, Ebiquity considers all the different domains of media that CMOs need to master to make them work hardest…
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Agency managementAgency rostersDesigning for integration: Global marketing communications organisation research
Read more about "Designing for integration: Global marketing communications organisation research"This report explores global marcomms structures, roles and capabilities of client-side marketers. The survey questions and the…
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ChannelsGamingIntegrated marketingDigital transformation
Gaming Demystified: Unlocking brand growth opportunities in video gaming
Read more about "Gaming Demystified: Unlocking brand growth opportunities in video gaming"This research and report have been produced by 2CV in conjunction with the World Federation of Advertisers (WFA) and Branded…
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ChannelsBrand purposeBrand reputationCannes 2019 Wrap
Read more about "Cannes 2019 Wrap"In Cannes this year, WFA with the help of The Economist Group, talked to a number of marketing leaders about their priorities and…
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Agency managementAgency remuneration & contractsAgency review & pitchingOrganisation & structureEffective Agency Management
Read more about "Effective Agency Management"Study on global effective agency management looks at what agency management currently looks like, what are the issues arising, and…
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Agency managementOne-pager on production vendor rosters
Read more about "One-pager on production vendor rosters"In this document, APR shares the pros and cons of having a production roster in…
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InfluencersIntegrated marketingWorking with celebrities and influencers in China
Read more about "Working with celebrities and influencers in China"White papers on KOL (Key Opinion Leaders) market practices and measuring the effectiveness of celebrity and TV sponsorships in…
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Agency managementMarketing operationsMarketing procurementThe hidden gem: How clients benefit from long-term partnerships
Read more about "The hidden gem: How clients benefit from long-term partnerships"Insights on how relationship longevity contributes to quantifiable value for brand advertisers through more effective collaboration…
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VoiceVoice Commerce Research
Read more about "Voice Commerce Research"New WFA and Fast-Up Partners research indicates voice’s commercial potential as well as consumer trust in Alexa purchase…
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Ad fraud & verificationProgrammaticAd blockingAgency managementDigital transformationOrganisation & structureData-driven marketingThe State of Advertising
Read more about "The State of Advertising"WFA has teamed up with The Economist Group for a study into the current state of advertising.
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Agency evaluation & performanceAgency managementAgency rostersMarketing procurementOrganisation & structureBuilding a future-proof marketing procurement strategy
Read more about "Building a future-proof marketing procurement strategy"In 2019, with the help of WFA WBR Insights surveyed 100 heads of marketing procurement from major brands across Europe to find out…
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Digital policySelf-regulationData & analyticsAnnual Report 2018
Read more about "Annual Report 2018"WFA's annual report with marketing, policy and event highlights from 2018.
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Audience measurementProgrammaticDigital transformationMarketing technologyMarketing technologyAPAC Programmatic Maturity Report 2018
Read more about "APAC Programmatic Maturity Report 2018"WFA member report. For additional details, please log in.
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Brand purpose10 years of Project Reconnect: What we've learned
Read more about "10 years of Project Reconnect: What we've learned"Will Gilroy (WFA) and Jon Wilkins (Karmarama) recap on a decade of leading WFA’s Project Reconnect, focusing on some of the…
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Media governanceDigital transformationMedia transformationMedia Transformation Case Study: Deutsche Telekom
Read more about "Media Transformation Case Study: Deutsche Telekom"This document examines the international ‘media transformation’ that Deutsche Telekom has been through over recent years…
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Organisation & structureBridging the gap between marketing and policy
Read more about "Bridging the gap between marketing and policy"This new WFA research, with input from Edelman, highlights the demand on both marketing and policy teams for greater…
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Agency remuneration & contractsMarketing procurementOrganisation & structureMedia Agency Models & Remuneration 2019
Read more about "Media Agency Models & Remuneration 2019"This report covers how 50 companies structure their global media agency relationships and how these relationships are expected to…
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ProductionMarketing procurement2019 Marketing Production Trends
Read more about "2019 Marketing Production Trends"Top advertising production trends in the industry that will affect the way content is produced this year across video, photography,…
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ChannelsData & analyticsMedia cost inflation & deflation forecasts 2019
Read more about "Media cost inflation & deflation forecasts 2019"Aggregated media cost forecasts for 2019 from media agencies and auditors, across a range of media channels (TV, Print, Radio,…
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Integrated marketingBrand purposeMarketing capabilitiesOrganisation & structureData & analyticsThe Road to Content Excellence
Read more about "The Road to Content Excellence"The opportunities offered by the new social and digital landscape have led to a content revolution, and the rules of the game have…
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Integrated marketingBrand purposeMarketing capabilitiesOrganisation & structureData & analyticsReport: The Road to Content Excellence
Read more about "Report: The Road to Content Excellence"WFA member report. For additional details, please log in.
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Agency evaluation & performanceAgency remuneration & contractsMarketing procurementOrganisation & structureAgency Fee Decision Tree, an easier way to choose the right fee model
Read more about "Agency Fee Decision Tree, an easier way to choose the right fee model"The agency fee decision tree is designed to take people through a series of questions to help them explore the various fee models…
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Agency evaluation & performanceProductionBrand purposeMarketing operationsMarketing procurementWhy an Eco-Friendly Production Makes a World of Sense
Read more about "Why an Eco-Friendly Production Makes a World of Sense"The aim of Eco-Friendly production is to achieve Zero Waste during the creation of Commercials and Films, without compromising the…
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Agency managementAgency remuneration & contractsMarketing procurementRemuneración de agencias Latam
Read more about "Remuneración de agencias Latam"El presente estudio tiene como objetivo entregar una mirada actual a la forma en la que los anunciantes remuneran a sus agencias en…
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Agency evaluation & performanceConsumer insightData & analyticsTutorial Key Performance Indicator
Read more about "Tutorial Key Performance Indicator"Commissioned by UPA – the Italian Advertisers association, this document aims to support advertisers in quantifying …
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Digital policyData collection & privacyGDPR Survey - Brand owners' views on GDPR risks, readiness and challenges
Read more about "GDPR Survey - Brand owners' views on GDPR risks, readiness and challenges"WFA member survey on brand owners' views on GDPR risks, readiness and challenges. The survey builds on the WFA GDPR Guide for…
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Ad fraud & verificationAudience measurementAd blockingMedia measurementData & analyticsData-driven marketingMarketing effectiveness
Global viewability benchmarks 2017
Read more about "Global viewability benchmarks 2017"WFA member benchmark on viewability. This survey represents the industry’s first collective set of benchmarks on the level of…
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Agency managementOrganisation & structureMergers & Acquisitions 2017
Read more about "Mergers & Acquisitions 2017"This study provides analysis and insights on the mergers & acquisitions made by the six largest intl. marketing services…
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Diversity & InclusionBrand purposeBrand reputationWFA introduction to gender stereotypes in advertising and the Unstereotype Alliance
Read more about "WFA introduction to gender stereotypes in advertising and the Unstereotype Alliance"This presentation explains why it is crucial for the advertisers not to perpetuate the stereotypical portrayal of women (but also…
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Ad fraud & verificationBrand safetyAd blockingBrand safetyCoalition for Better Ads: Feb 2018 State of play
Read more about "Coalition for Better Ads: Feb 2018 State of play"The latest developments (Feb 2018) regarding the Coalition for Better Ads and the Better Ads Standards.
To view this…
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Brand purposeBrand reputationProject Reconnect masterdeck 2019
Read more about "Project Reconnect masterdeck 2019"Project Reconnect is WFA’s effort to develop a better understanding of what people want and expect from brands and help…
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Ad fraud & verificationAudience measurementProgrammaticMedia measurementDigital transformationMarketing technologyData & analyticsData-driven marketingMarketing effectivenessMarketing technology
Survey on Global Ad Viewability & Ad Fraud levels
Read more about "Survey on Global Ad Viewability & Ad Fraud levels"WFA member benchmark. For additional details, please log in.