WFA President’s Awards recognise eight outstanding initiatives around the world

WFA President David Wheldon OBE has awarded five outstanding industry initiatives around the world as part of Global Marketer Week in Stockholm, as well as handing out three special awards to national advertiser associations around the world.

Launched in 2010, the annual President’s Awards recognise initiatives run by national industry associations that have helped advance the marketer’s agenda and contribute to positive change in the marketing industry and society at large.

Submissions were judged by the WFA Executive Committee with a final decision taken by the WFA President on their ability to compellingly demonstrate that they had made a measurable impact and could be replicated in other markets.

This year’s winners were selected from 38 initiatives submitted by 11 associations from WFA’s 60-strong membership of national industry associations.

From top left: ANDA Colombia, Marketing Finland, bvA (the Netherlands), ANFO (Norway), Sveriges Annonsörer (Sweden), ADVAN (Nigeria), ABA (Brazil), ANA (USA)

The President’s Award winners are:

ANDA Colombia’s PRAXIS is an educational initiative that promotes ethical advertising standards by helping marketers translate knowledge into action. Delivered via virtual, in-person and hybrid sessions with leading industry experts and covering key industry issues including on the responsible use of AI, influencer transparency, child protection, environmental claims, and diversity and inclusion, it turns ethical marketing principles into practical tools that marketing teams can use.

Marketing Finland has developed a new industry academia collaboration model to strengthen marketing and communication skills among university students. Delivered through an online learning platform, it helps students understand the strategic role of marketing within businesses and help attract marketing talent. The initiative provides a scalable model for strengthening collaboration between higher education and the marketing industry.

bvA from the Netherlands has been working to develop clear principles for retail media, driving transparency, standardisation and professionalisation with retailers, agencies and adtech partners in the Dutch market. The Guiding Principles translate international frameworks into practical, comparable standards and have been adopted in Belgium in close collaboration with UBA, ensuring consistency across both markets.

ANFO in Norway has explored what advertisers really get from their search investments. By analysing all traffic sources of 13 well-known Norwegian companies, it found that brand-driven traffic creates more sustainable growth over time than non-brand traffic. It also found that AI referrals are small but growing year on year. ANFO produced tailored reports for each participating company, providing practical insight and recommendations that help marketers prioritise their marketing investments on where they are most effective.

ANA from the US has developed an AI Tool Navigator, a living, curated database of AI tools specifically for marketing and advertising. The AI Tool Navigator features real use cases, searchable tags, contact information and funding data, which can be critical inputs for helping a marketer decide which tools are most appropriate for their needs. The goal is to shift AI discovery to a decision system, reducing redundant testing, minimising wasted budget and accelerating productive deployment.

Special Awards have also been given to ABA in Brazil, ADVAN in Nigeria and Sveriges Annonsörer in Sweden:

ABA has been recognised for association leadership, demonstrated by a collection of initiatives including a book on leading an association by CEO Sandra Martinelli. Other initiatives include a Book on Connected Futures, featuring contributions from 35 industry leaders in Brazil and covering topics such as AI, retail media, cross-media measurement and evolving media strategies. ABA has also launched the Confraternity of Women Leaders of Entities, bringing together women in senior management positions from different industry organisations and sectors to exchange ideas and experiences.

ADVAN from Nigeria has been recognised for its efforts on local advocacy and self-regulation through Project “Freedom”. After challenging the Advertising Regulatory Council of Nigeria (ARCON) in recent years, ADVAN has now taken a more proactive approach by directly engaging with the government. This proactive approach to marketing advocacy helps ensure fair and proportionate regulation, champions effective advertising self-regulation and fosters better dialogue.

Sveriges Annonsörer has been recognised for its cross-industry collaboration – CommToAct – formed with six industry organisations to accelerate sustainability transformation. In 2025, CommToAct was awarded EU funding to launch a large-scale, industry-wide sustainability training programme designed to strengthen sustainability competence, strengthening inclusive and sustainable marketing by turning knowledge gaps into concrete action.

“WFA’s national associations are leading the way in promoting marketing to future talent, government and society at large as well as enabling brands to better access and benefit from the latest technology and platforms. All the initiatives honoured this year help deliver better marketing and could be replicated across the world, delivering unprecedented positive change for our business”, said David Wheldon OBE, WFA President.