WFA has added 11 new corporate members since July, bringing its total membership to 148 companies. It also welcomed into its membership national advertiser associations from Costa Rica and El Salvador, thus expanding its global footprint to 60 markets on five continents.
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New corporate members include Hilton, Walgreens Boots Alliance, Haleon, fashion retailer C&A and YOOX Net-a-Porter, household appliances giant Arcelik (Beko, Grundig) as well as the world’s largest marketer of kiwi fruit Zespri and tea specialist Ekaterra (Lipton, Red Label, PG tips, Pukka Herbs). Other new members include lighting brand Signify, tech company Logitech and Danish sustainable clothing specialist Copenhagen Cartel.
The new members are a reflection of the global nature of the WFA’s membership with new joiners being headquartered in markets as far apart as The Netherlands and New Zealand, Switzerland and Denmark and Turkey, the US and UK.
It also reflects the fact that regardless of sector, there is a clear common agenda for marketers, with new members coming from a diverse set of categories including hospitality, retail, FMCG and manufacturing.
The recent membership expansion brings to 18 the number of new multinationals joining WFA in 2022. Other joiners this year include Align Technology, Groupe SEB, Neste, Philips Domestic Appliances, Oppo, Toyota and Wella.
“It’s a privilege to welcome so many household names to WFA membership and a clear demonstration of the value that our peer-to-peer model provides to multinational clients all over the world, particularly during uncertainty and crises. It’s apparent that there’s a common agenda for marketers across sectors, be it addressing key issues such as the decline in creative effectiveness, working more efficiently with partners, maximising return on media investment, or working collectively to address important industry issues around diversity, sustainability and corporate responsibility,” said Stephan Loerke, CEO of WFA.