Back to digital basics with WFA
Knowledge Spotlights is a series of new courses on key digital marketing topics, designed to help WFA members succeed and boost the skills of emerging marketing leaders. Laura Forcetti explains.
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Asia Pacific is a key driver of global growth, contributing about two-thirds of global growth last year and projected to be the fastest-growing region of the world economy in 2024. This rapid growth and the speed at which things happen in the region can sometimes lead to brands overlooking the importance of building strong foundations.
While there are some excellent resources, many are out of date and lack insights that are directly applicable to today's dynamic environment in the region. Traditional marketing frameworks, for instance, would not recommend investments in platforms like TikTok, which didn't exist when those models were created.
To address this learning gap, the WFA, in collaboration with handpicked partners, is launching a series of Knowledge Spotlights aimed at providing foundational understanding and practical insights in key areas of digital marketing, for Asia Pacific, a digital first region.
These 101-level educational sessions will explain what various digital tools and channels are and how they work. The goal is not to replace existing training programs but to complement them by focusing on some of the most relevant areas for WFA in Asia Pacific.
Although primarily designed for our members based in the region, the initiative will be accessible to all WFA members globally. Asia Pacific serves as a region from which the rest of the world can learn, as it is the bedrock of many emerging marketing trends that influence and shape global marketing.
In a nutshell
- Why: to help our members understand and leverage digital marketing effectively. The Spotlights will dive into the specific challenges and opportunities driven by the Asia Pacific region.
- How: sessions will be hosted live on Zoom to allow real-time Q&As with subject matter experts. They will also be available for playback on our website.
- Who: the program is designed for junior to mid-level marketers (emerging leaders) and more senior practitioners seeking a refresher. They are also open to brand members of our national association members, extending the opportunity to help improve our industry and nurture emerging talent.
We can only do this with the help of our partners, so I would like to say a huge thank you to our founding partners, including Aira, APR, Ebiquity, FirmDecisions, Google, Kantar, Media Sense, Meta, The Liberty Guild, Lumency, The Observatory International and R3.
It is only thanks to experts like these, people who are willing to give back to our industry, that we can build the foundations for better marketing. This initiative involves no financial transactions, partners are not being remunerated and our members do not have to subscribe additional services to access these sessions.
If you are an agency or a consultancy and would like to join our initiative, you can reach out to Laura or Joel.
Calendar
Creativity, trends, and innovation:
- 4th of September. Supercharging creativity
- 6th of September. 2024 Media trends in Asia Pacific
- 24th of September. Creative perspectives for advertising on Meta platforms
- 25th of September. 2024 Production trends in Asia Pacific
- 26th of September. Meta’s vision for AI
- 2nd of October. AI-augmented skills
Models, operations, and tools:
- 10th of October. Sponsorship operations 101
- 15th of October. In-housing 101
- 24th of October. Sponsorship measurement 101
- 30th of October. MarTech infrastructure 101
- 7th of November. Sponsorship strategy 101
- 14th of November. Media measurement 101
Channels:
- 20th of August. Influencers and KOLs
- 22nd of August. Social commerce
- 10th of September. Navigating Meta’s family of apps and services
- 11th of September. Leveraging Meta’s performance toolkit
- 22nd of August. Social commerce
Agency relations:
- 3rd of October. Effective pitch
- 18th of October. Media agency contract
Past events
- 7th of June. How to turn content into revenue (Creativity, trends, and innovation)
- 13th of June. Agency remuneration (Agency relations)
- 20th of June. Agency roster modelling (Agency relations)
- 27th of June. Agency performance measurement (Agency relations)
- 28th of June. Content production 101 (Creativity, trends, and innovation)
- 3rd of July. Creative mindset 101 (Creativity, trends, and innovation)
- 10th of July. Rooting creativity in culture (Creativity, trends, and innovation)
- 11th of July. Creating persona-driven content (Creativity, trends, and innovation)
- 19th of July. Inventory or proprietary media (Models, operations, and tools)
- 25th of July. Agency briefing (Agency relations)
- 26th of July. Advanced/connected TV (Channels)