India to the world. Highlights from WFA’s Forum Connect Mumbai

WFA is proud of our network of brand owners around the world. Geographic diversity reveals unique nuances, shaped by culture and tradition. Yet wherever our network meets, it’s striking just how similar the priorities, challenges and opportunities are.

Our latest gathering followed a similar model to events in Singapore, New York and Amsterdam: but this time our Forum Connect arrived at the Gateway to India. Hosting our members at the iconic Taj Mahal Palace Hotel – in partnership with our friends and colleagues at ISA.

Here are six takeaways from the conversations on the day.

Transformation is a global constant

Nearly all marketers feel they are either undergoing transformation or about to do so – 97% told us as much. This sense of permanent change is not unique to India; we hear exactly the same from marketers the world over, reflecting today’s unpredictable business climate.

AI adoption is universal, but integration lags 

Gen AI is clearly top of everyone’s agendas these days and adoption (at least in terms of trials) is almost universal. However, 75% of AI initiatives are said to be in ‘POC limbo’ and never reach P&L: true integration within organisations remains a challenge for the majority.

Fundamentals first

While technology transforms marketing, not least in a digital-first market like India, the fundamentals endure. Marketers must remain focused on the core principles of storytelling, measurement, and relationships rather than being distracted by every new trend. As WFA President David Wheldon shared from his Better Marketing Podcast learning "don’t be the dog who barks at every passing car."

…but think like a CIO

Guest speaker Dimi Albers from DEPT, delivered an excellent provocation – showing why CMOs need to adopt a more agentic mindset, inventing culture, commerce, and systems, and treating AI agents and creator communities as key gatekeepers of growth. A good step, he suggested, was to work with, and act like, your CIO.

Growth needs redefinition 

Effectiveness is more sustainable when social and environmental impact have a symbiotic relationship. Marketers have a duty to focus beyond profit alone, considering the broader impact on people and the planet.

Integrate tech without losing the human touch

This may start to sound like a cliché, but that’s because it’s such a common challenge, for companies and the wider industry. That’s why brands are seeking to deliver continuous learning, diversity of team profiles, and governance around tech adoption to help organisations marry creativity with technology while protecting irreplaceable human skills.

India has a rich tradition of innovation and that superpower will be needed in these transformative times - now more than ever. But as the late, great, Indian creative legend Piyush Pandey said "Never be scared of technology but never forget that you need an idea. Technology cannot save you”. Whether in media, marketing or insights, technology needs to be in service of talented humans to help drive us forward. In India and the world over.

If you are a WFA member and missed us on this occasion you can access the CMO, Media or Insight Forum detailed meeting overviews from Forum Connect Mumbai via the links.