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Trends & forecastsCultureSix tensions reshaping consumer culture right now
Read more about "Six tensions reshaping consumer culture right now"How people relate to media, ambition, technology and each other is changing. Katrina Dodd, Trends Editor at Contagious, shares on the tenshions that are reshaping consumer behaviour in 2026.
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Media & analyticsMarketing effectivenessGo big on media spend or go home, marketers told
Read more about "Go big on media spend or go home, marketers told"Marketing effectiveness guru Les Binet outlines the importance of advertising investment to drive growth at WFA's Media Forum in Stockholm, part of Global Marketer Week 2026.
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Marketing strategyMarketing strategyReflections from 50 conversations with the world’s top marketing minds
Read more about "Reflections from 50 conversations with the world’s top marketing minds"Recording from Stockholm during WFA Global Marketer Week, in this episode David Wheldon reflects on what he has learned from CMOs and other top marketing thinkers over the first 50 episodes of the Better Marketing Podcast.
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Cannes LionsGlobal marketers share what's on their Cannes to-do list
Read more about "Global marketers share what's on their Cannes to-do list"Leaders from Arla Foods, Axa, Carlsberg, LEGO Group, L'Oréal, Mars, P&G, Reckitt, The Magnum Ice Cream Company on what they are looking to see on the agenda at Cannes
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AIHow should marketers respond to AI?
Read more about "How should marketers respond to AI?"What is the best way to incorporate AI into a marketing organisation? Leading marketers from Arla Foods, Carlsberg, LEGO, L'Oreal, Mars, Opella, Pernod Ricard, P&G, Reckitt, The Magnum Ice Cream Company share their views.
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Trends & forecastsHow can marketing drive business growth?
Read more about "How can marketing drive business growth?"Senior marketer leaders from Asahi, Driscolls, LEGO Group, L’Oréal, Opella, Pernod Ricard, P&G, Reckitt share their one thing that will help the marketing function drive growth
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Brand purposeWhat brand purpose really does
Read more about "What brand purpose really does"At this year’s Campaign360 in Singapore, WFA’s Asia Advisory Board unpacked one of marketing’s most over-romanticised constructs: brand purpose. Chrystal Yeong, Senior Manager, Global Marketing Services at WFA, reports.
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Marketing strategyMarketing strategyMarketing transformation a permanent state for multinationals, according to new WFA research
Read more about "Marketing transformation a permanent state for multinationals, according to new WFA research"Nearly all large companies are in transformation mode and four out of five now treat it as permanent state of affairs
Key determinant of success is the CMO’s willingness to balance their skillset and approach
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Trends & forecastsGoogle's VP Global Ads Dan Taylor: “AI is more of a leadership than a technology challenge"
Read more about "Google's VP Global Ads Dan Taylor: “AI is more of a leadership than a technology challenge""In this episode David Wheldon talks with Dan Taylor, VP Global Ads at Google, about how to drive real business value and have clearer conversations with the CFO.
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Trends & forecastsUnpredictable is the new normal for business, WFA research
Read more about "Unpredictable is the new normal for business, WFA research"Geopolitics, economic outlook and AI are the top perceived sources of risk
Budgets under greater scrutiny (up 18% to 97%) and 23% more multinationals (up to 92%) are looking to internal collaboration to minimise dangers
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Global Marketer WeekWFA names new leadership team for 2026
Read more about "WFA names new leadership team for 2026"Marketers from Driscoll’s, Ikea and Nissan join Executive Committee
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CreativityWFA partners with LIONS on global study to explore the future of creativity
Read more about "WFA partners with LIONS on global study to explore the future of creativity"Cannes Lions launches Creative Brand Lion to recognise the brands investing in the organisational foundations that make breakthrough creativity possible
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AIGlobal brands call for clearer consensus on AI labelling as usage accelerates, WFA research
Read more about "Global brands call for clearer consensus on AI labelling as usage accelerates, WFA research"Eighty-two percent of multinationals believe transparency is essential for protecting brand reputation
WFA launches new best-practice guidance for AI-generated marketing creative
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Brand reputationJudy Smith on why ‘be who you say you are’ is the only crisis playbook that matters
Read more about "Judy Smith on why ‘be who you say you are’ is the only crisis playbook that matters"In this episode David Wheldon talks with Judy Smith, Founder & CEO at Smith & Company and Chair at The Intangibles about what protects reputation when risk is everywhere and scrutiny is constant.
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Advertising & policyUncertainty on EU green claims rules holds brands back
Read more about "Uncertainty on EU green claims rules holds brands back"Lack of guidance on how to assess green claims is making brands more cautious on communicating sustainability. Alexandre Boyer, Senior Manager, Policy at WFA explains.
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CreativityStorytelling: the creative effectiveness superpower
Read more about "Storytelling: the creative effectiveness superpower"Marketers can build more impactful stories if they tell proper stories, particularly those that lean into the illogical and unexpected. Adam Sheridan, Global Head of Products, Creative Excellence (and the author of Misfits) at Ipsos explains.
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Policy toolSocial media bans for minors - what is the global picture?
Read more about "Social media bans for minors - what is the global picture?"WFA's tracker provides a snapshot of markets that have or are considering introducing social media bans for minors.
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Media & analyticsHow are marketers' communication models shifting?
Read more about "How are marketers' communication models shifting?"What role is influencer marketing playing? Is traditional broadcast still being used? What are the drivers of change between communication channels?
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Marketing effectivenessHP's Antonio Lucio on leading through a CEO transition, an AI surge and 4 layers of disruption
Read more about "HP's Antonio Lucio on leading through a CEO transition, an AI surge and 4 layers of disruption"In this episode of the Better Marketing podcast, David Wheldon speaks with HP’s Antonio Lucio about leading calmly through concurrent change, turning AI from hype into customer value, and guiding teams through a surprise CEO transition while protecting trust and focus.
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Candid CMOThe Candid CMO: Tobias Collée, Global Vice President NIVEA at Beiersdorf
Read more about "The Candid CMO: Tobias Collée, Global Vice President NIVEA at Beiersdorf"Humanity and cultural respect are two core elements in the development of strong, sustainable brands says Tobias Collée, Global Vice President NIVEA.
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Five great webinars you may have missed
Read more about "Five great webinars you may have missed"From GEO to Production and Inclusivity to Search, WFA has recently hosted a raft of expert webinars that can bring members up to speed on rapidly evolving topics.
