Top WFA content in 2024 to get you ahead in 2025
We have compiled an overview of 2024 content that’s been most popular with WFA members and, where appropriate, with the wider marketing community.
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Downloads
In 2024, WFA members mostly downloaded:
- The latest Outlook report, which for the first time included inflation predictions for the world’s top 10 media markets two years ahead.
- The GenAI Primer and the GenAI Contract Best Practice guides on best ways of using and governing GenAI.
- The Sourcing Forum’s best practice guide to Setting and delivering targets in marketing procurement.
- The Insight Forum's report on Organising the insights function for maximum business impact.
- The Framework for positive marketing behaviours.
Articles & videos
Members and non-members were most interested in a wide range of topics, starting with the biggest topic of the year – GenAI:
- Eighty percent of brands have concerns about agency use of GenAI
- Back to digital basics with WFA
- Media price inflation falls marginally in WFA’s Outlook poll of predictions
- 2023's Global Marketer of the Year
- The year ahead for procurement
- The new rules for successful insights teams
- The Better Marketing podcast with Mark Ritson and his AI-generated alter ego, the Ritbot
Events & webinars
Finally, our most attended events in 2024 by WFA members & delegates were Global Marketer Week in Toronto, our three Forum Connects with remote and hybrid meetings such as the Halo Community meet-up, the AI Community meet-up and our The World Ahead webinar in partnership with The Economist Impact.