Top WFA content in 2024 to get you ahead in 2025

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.