Knowledge

WFA produces resources, research and guides across a wide range of emerging marketing topics and challenges. All the work is informed by WFA member input and developed in close cooperation with the best experts from across the industry.

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All knowledge & updates

  1.    Media price inflation falls marginally in WFA’s Outlook poll of predictions
    Audience measurementChannelsMedia governanceMedia transparencyProgrammaticMedia measurement

    Media price inflation falls marginally in WFA’s Outlook poll of predictions

    TV inflation cools globally, and particularly in the US, but growth in retail media is fuelling higher prices around the world. Tom…

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  2.    Measuring Marketing Capability Impact
    Marketing capabilitiesMarketing effectiveness

    Measuring Marketing Capability Impact

    WFA report on marketing capability impact measurement, conducted in partnership with Oxford

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  3.    Benchmark: Recommended social media agencies in South-East Europe
    Marketing procurement

    Benchmark: Recommended social media agencies in South-East Europe

    WFA member benchmark on recommended social media agencies in South-East Europe.

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  4.    TPA Taskforce overview (April 2024)
    Digital policyMarketing law

    TPA Taskforce overview (April 2024)

    Overview of the Transparency in Political Advertising (TPA) Taskforce meeting held remotely on 4 April 2024

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  5.    WFA Media Forum April 2024: AI and Retail Media
    Marketing effectiveness

    WFA Media Forum April 2024: AI and Retail Media

    Intoduction to WFA AI Community & Retail Media deep dive.

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  6.    Halo CMM Community Townhall Meeting
    Audience measurementBrand safetyMedia governanceBrand safety

    Halo CMM Community Townhall Meeting

    Discover the Future of Cross-Media Measurement

    Read more about "Halo CMM Community Townhall Meeting"
  7.    APAC Spotlight: Creative briefing - using AI to stoke EI
    CreativityMarketing technologyAIDigital transformationMarketing technologyMarketing technology

    APAC Spotlight: Creative briefing - using AI to stoke EI

    WFA members have always been quite humble in accepting that their briefing processes have enormous room for improvement. Bad briefs…

    Read more about "APAC Spotlight: Creative briefing - using AI to stoke EI"
  8.    Benchmark: AI in the Insights practice
    AI

    Benchmark: AI in the Insights practice

    WFA member benchmark exploring how WFA members are incorporating AI in their insights practice.

    Read more about "Benchmark: AI in the Insights practice"
  9.    GenAI and the marketing essentials that won’t change
    Marketing technologyAIMarketing technologyMarketing technology

    GenAI and the marketing essentials that won’t change

    As more brands and agencies get excited by generative AI (GenAI), WFA’s Director of Global Sourcing, Laura Forcetti, hosted a…

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  10.    WFA Better Marketing Pod Ep 31: On the evolution of creativity with Claire Beale and Sonoo Singh, Creative Salon
    Agency managementAgency review & pitchingCreativity

    WFA Better Marketing Pod Ep 31: On the evolution of creativity with Claire Beale and Sonoo Singh, Creative Salon

    In episode 31 of the Better Marketing Pod, host David Wheldon speaks with Creative Salon founders Claire Beale and Sonoo Singh on…

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  11.    Trust me when I tell you this about the state of creativity…
    Creativity

    Trust me when I tell you this about the state of creativity…

    We’ll only get better, more effective campaigns when agencies can persuade clients to trust them. Arwa Madhawi explores the…

    Read more about "Trust me when I tell you this about the state of creativity…"
  12.    Insight Forum Connect meeting overview (March 2024)

    Insight Forum Connect meeting overview (March 2024)

    Overview of the Insight Forum held in Amsterdam, March 2024

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  13.    Marketing procurement seeks better, smarter metrics in 2024
    Marketing procurement

    Marketing procurement seeks better, smarter metrics in 2024

    WFA research shows that teams are looking at creative and production as well as media in their bid to identify savings for 2024.…

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  14.    WFA names leadership team for new AI Community
    Digital policyAI

    WFA names leadership team for new AI Community

    This AI community is designed to help advertisers find the best ways to harness the opportunities of Generative AI while minimising…

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  15.    Benchmark: Content adaptation at scale using automation and GenAI
    AIMarketing procurement

    Benchmark: Content adaptation at scale using automation and GenAI

    WFA member benchmark exploring how WFA members are adapting content at scale

    Read more about "Benchmark: Content adaptation at scale using automation and GenAI"
  16.    Spotlight: Journey with GenAI: real-world applications and current progress
    CreativityAI

    Spotlight: Journey with GenAI: real-world applications and current progress

    Trying to keep up with AI? Intentful’s Marina Petrova offers a much-needed update and reality check.

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  17.    DGX meeting overview (March 2024)
    Digital policy

    DGX meeting overview (March 2024)

    Overview of the Digital Governance Exchange meeting held in London on 14 March 2024.

    Read more about "DGX meeting overview (March 2024)"
  18.    A CMOs Wake Up Call - not Who but How

    A CMOs Wake Up Call - not Who but How

    An Agency Mania Solutions article exploring why CMOs must shift their mindset and focus from "which agencies shoud I hire?" to "How…

    Read more about "A CMOs Wake Up Call - not Who but How"
  19.    WFA Benchmark: Environmental Claims findings report

    WFA Benchmark: Environmental Claims findings report

    WFA member benchmark on green claims and how brands are navigating increasing scrutiny

    Read more about "WFA Benchmark: Environmental Claims findings report"
  20.    RAC Programme Meeting Overview (February 2024)
    Marketing to children

    RAC Programme Meeting Overview (February 2024)

    Meeting overview, presentations and briefings from WFA’s Responsible Advertising and Children (RAC) programme meeting on 21…

    Read more about "RAC Programme Meeting Overview (February 2024)"
  21.    Benchmark: Gen AI on marketing creative
    AI

    Benchmark: Gen AI on marketing creative

    WFA member benchmark on guidelines on the use of generative AI in marketing creative

    Read more about "Benchmark: Gen AI on marketing creative"