Global Marketer Week Forums: executives gather to share what works despite economic and geo-political uncertainties

Global experts in AI, Sourcing, Media, Insights, Inclusive Marketing and Policy as well as Global CMOs will gather to share key lessons in creating a marketing profession fit to navigate the future. Each will hear from experts, discuss the issues holding them back and the lessons they are learning, united around the themes of delivering better marketing and brand growth through challenging times. These advertiser-only meetings will take place on March 18 and 19, ahead of the Global Marketer Conference on March 20.

Details of each session, where some are already at capacity, include:

CMO Forum

The WFA CMO Forum will continue its transformative focus, with an emphasis on developing global marketing organisations' capabilities and identifying priority areas for future growth. Discussions will focus on WFA’s Marketer of the Future study – a global project involving 30 markets and 600 senior marketers co-authored with WFA strategic partner Oxford SM. Speakers include Cristina Diezhandino, Global Chief Marketing Officer at Diageo, and Taide Guajardo, Chief Brand Officer, Europe, at Procter & Gamble. There will also be workshops to address the risk of a diminishing role of marketing and explore how we can help marketing to thrive again in a time of change and new technologies.

Media Forum

The WFA Media Forum will kick off with a look at the progress that is being made against WFA’s Media Charter and feature updates on WFA’s Halo Cross Media Measurement Framework and the work being done on the 3Cs of Compensation, Contract and Code of Conduct. There will also be a discussion about the role of GenAI in Media. Speakers include Mathias Chaillou, Chief Media Officer at L’Oréal, Phil Smith, Director General at ISBA, Bea Lindvall, VP Integrated Marketing at Beiersdorf, Evan Hanlon, Global CEO at Choreograph, Nicolas Comestaz, VP, Global Data and AI COE at Coty and Nicola Mendelsohn, Head of Global Business Group at Meta.

Sourcing Forum

The WFA Sourcing Forum will also discuss WFA’s Marketer of the Future study through the prism of marketing procurement before forum members provide case studies. Speakers include Edwige Boone Zaneguy, Head of Procurement Commercial Engagement at Bayer, Christopher Kredo, SVP, Global Procurement A&M at PepsiCo and Jasmine Wang, Global Indirect Procurement Sr. Director - Marketing Category Leader at Philips. Members of WFA’s Global Sourcing Board from L’Oréal, Sky and Diageo will lead a conversation on advancing the marketing procurement function through change and new technologies.

Policy Forum

The WFA Policy Forum will unpack the challenges of volatile and uncertain geopolitics, political polarisation and fast-changing and disruptive technological developments. Senior policy and corporate affairs leaders from brands including Ferrero, Moët Hennessy and Opella will set out practical strategies for navigating complex policy pressures and challenges.

AI Community

The WFA AI Community will hear from David Jones, Founder and CEO of The BrandTech Group, who believes 2025 is ‘the year AI will upend advertising,’ not least given every major advertiser will be able to save ‘at least 50% off their content creation costs.’ A brand discussion on the state of AI in marketing with practical insights into managing risk and reputation will be moderated by Alyssa Fenoglio, Global Head of Digital Commercial at Teva Pharmaceuticals, with panellists from Danone, Diageo, Essity and Zurich Insurance Group.

Insight Forum

The WFA Insight Forum will continue to look at developing global insights organisations' capabilities and identifying priority areas for future growth. Discussions will cover strategies to break down silos and drive transformation, balancing AI-driven insights with human intuition, and the most critical capabilities for future insight teams. Speakers include Joel Renkema, Global Head of Insights at IKEA, Elaine Rodrigo, Chief Insights & Analytics Officer at Reckitt, Jenny Syddall, Director of Group Insights and Analytics at Carlsberg Group and Ashley Anzie, Director, Marketing Insights Excellence at The LEGO Group.

Inclusive Marketing Forum

The Inclusive Marketing Forum will explore the power inclusive marketing can have to fuel creative excellence and enable brands to better resonate with today's consumers, as well as understanding key principles of brand resilience in polarised times. Speakers include WFA Inclusive Marketing Ambassador, Jerry Daykin, Head of International Media, Restaurant Brands International and author of Inclusive Marketing: Why Representation Matters to your Customers and Your Brand, Taide Guajardo, Chief Brand Officer Europe at P&G, Susan Akkad, SVP, Local and Cultural Innovation, at The Estée Lauder Companies, and Kate Maunders, Head of Marketing Communications at Primark. There will also be a workshop on how brands can stay resilient in an age of polarised conversations, facilitated by Creative Equals.

All executives will then come together during the WFA Better Marketing Plenary to hear from For the Culture author Marcus Collins, who will explore the intersection of humanity and technology for global brand owners and how to effectively utilise technology as an extension of human behaviour. The session will be moderated by Raja Rajamannar, Chief Marketing and Communications Officer at Mastercard.

“We’re delighted and grateful that so many expert speakers and brand representatives are coming to Brussels to add their voices to a unique event that provides so much insight and learning for our members. Each of our Forums has a bespoke programme that will provide peer-to-peer learning designed around the priorities of members. I’m sure that participants will be inspired and energised by these sessions,” said Stephan Loerke, WFA CEO.