Knowledge

Industry 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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  1. Two-thirds of brand owners are behind on paid media measurement
    Media & analyticsMarketing effectiveness

    Two-thirds of brand owners are behind on paid media measurement

    WFA

    New WFA and Ebiquity handbook reveals the gap between measurement capability and commercial action  

    Read more about "Two-thirds of brand owners are behind on paid media measurement"
  2. Cannes Lions 2026 jurors on why creativity is all about insight
    Expert opinion
    Brand purposeBrand reputationMarketing strategyCannes LionsMarketing strategy

    Cannes Lions 2026 jurors on why creativity is all about insight

    WFA

    Three of this year’s Cannes Lions jurors look at key trends across Creative Effectiveness, Glass Lion: The Lion For Change and Creative Commerce to identify how creativity is ultimately about understanding people.

    Read more about "Cannes Lions 2026 jurors on why creativity is all about insight"
  3. Cannes Lions 2026 jurors on creativity as a business driver
    Expert opinion
    Brand purposeBrand reputationMarketing strategyCannes LionsMarketing strategy

    Cannes Lions 2026 jurors on creativity as a business driver

    WFA

    Four of this year’s jurors at Cannes Lions reflect on their experience of judging thousands of entries from all around the world. Trends across multiple categories indicate how creativity can become embedded into the way organisations approach marketing, leverage data and drive business transformation.

    Read more about "Cannes Lions 2026 jurors on creativity as a business driver"
  4. Cannes Lions: Plus ça change?
    Expert opinionVideo
    Inclusive marketing

    Cannes Lions: Plus ça change?

    Asad Dhunna

    In this look-back on Cannes Lions, Asad Dhunna, CEO and Founder of The Unmistakables, explores why human understanding, inclusive cultures and diverse perspectives remain the true drivers of creative excellence and marketing growth.

    Read more about "Cannes Lions: Plus ça change?"
  5. How can marketers unlock creative excellence?
    Expert opinionVideo
    CreativityGlobal Marketer Week

    How can marketers unlock creative excellence?

    WFA

    Industry leaders discuss the importance of creativity and how to build it across brand organisations.

    Read more about "How can marketers unlock creative excellence?"
  6. Opella's Alberto Hernandez on the commercial payback from curiosity, courage and purpose
    Expert opinionVideo
    Brand purpose

    Opella's Alberto Hernandez on the commercial payback from curiosity, courage and purpose

    WFA

    In this Better Marketing Podcast episode, Alberto Hernandez, Chief Growth Officer at Opella, talks curiosity, courage and purpose in brand building.

    Read more about "Opella's Alberto Hernandez on the commercial payback from curiosity, courage and purpose"
  7. Most brands admit they fail to deliver consistent creative excellence
    Press releasesReport
    CreativityCMO Forum

    Most brands admit they fail to deliver consistent creative excellence

    WFA

    New research from WFA and LIONS reveals slow progress for many advertisers in prioritising creative excellence and identifying the role AI can play.

    Just one in three are using AI to go beyond efficiencies to deliver better creative.

    Read more about "Most brands admit they fail to deliver consistent creative excellence"
  8. WFA releases new report on AI visibility and discoverability
    Guides & templatesReport
    AI

    WFA releases new report on AI visibility and discoverability

    WFA

    The Future of Discoverability is designed to share best practice for brand marketers in the age of AI-powered search.

    Read more about "WFA releases new report on AI visibility and discoverability"
  9. Six tensions reshaping consumer culture right now
    Expert opinionVideo
    Trends & forecastsCulture

    Six tensions reshaping consumer culture right now

    Katrina Dodd

    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.

    Read more about "Six tensions reshaping consumer culture right now"
  10. Go big on media spend or go home, marketers told
    Expert opinion
    Media & analyticsMarketing effectiveness

    Go big on media spend or go home, marketers told

    WFA

    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.

    Read more about "Go big on media spend or go home, marketers told"
  11. Reflections from 50 conversations with the world’s top marketing minds
    Expert opinion
    Marketing strategyMarketing strategy

    Reflections from 50 conversations with the world’s top marketing minds

    WFA

    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.

    Read more about "Reflections from 50 conversations with the world’s top marketing minds"
  12. Global marketers share what's on their Cannes to-do list
    Expert opinion
    Cannes Lions

    Global marketers share what's on their Cannes to-do list

    WFA

    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

    Read more about "Global marketers share what's on their Cannes to-do list"
  13. How should marketers respond to AI?
    Expert opinion
    AI

    How should marketers respond to AI?

    WFA

    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.

    Read more about "How should marketers respond to AI?"
  14. How can marketing drive business growth?
    Expert opinion
    Trends & forecasts

    How can marketing drive business growth?

    WFA

    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

    Read more about "How can marketing drive business growth?"
  15. What brand purpose really does
    Event reports
    Brand purpose

    What brand purpose really does

    Chrystal Yeong

    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.

    Read more about "What brand purpose really does"
  16. Marketing transformation a permanent state for multinationals, according to new WFA research
    Report
    Marketing strategyMarketing strategy

    Marketing transformation a permanent state for multinationals, according to new WFA research

    WFA

    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

    Read more about "Marketing transformation a permanent state for multinationals, according to new WFA research"
  17. Google's VP Global Ads Dan Taylor: “AI is more of a leadership than a technology challenge"
    Expert opinion
    Trends & forecasts

    Google's VP Global Ads Dan Taylor: “AI is more of a leadership than a technology challenge"

    WFA

    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.

    Read more about "Google's VP Global Ads Dan Taylor: “AI is more of a leadership than a technology challenge""
  18. Unpredictable is the new normal for business, WFA research
    Survey
    Trends & forecasts

    Unpredictable is the new normal for business, WFA research

    WFA

    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

    Read more about "Unpredictable is the new normal for business, WFA research"
  19. WFA names new leadership team for 2026
    Press releases
    Global Marketer Week

    WFA names new leadership team for 2026

    WFA

    Marketers from Driscoll’s, Ikea and Nissan join Executive Committee

    Read more about "WFA names new leadership team for 2026"
  20. WFA partners with LIONS on global study to explore the future of creativity
    Survey
    Creativity

    WFA partners with LIONS on global study to explore the future of creativity

    WFA

    Cannes Lions launches Creative Brand Lion to recognise the brands investing in the organisational foundations that make breakthrough creativity possible

    Read more about "WFA partners with LIONS on global study to explore the future of creativity"
  21. Global brands call for clearer consensus on AI labelling as usage accelerates, WFA research
    Guides & templatesSurvey
    AI

    Global brands call for clearer consensus on AI labelling as usage accelerates, WFA research

    WFA

    Eighty-two percent of multinationals believe transparency is essential for protecting brand reputation

    WFA launches new best-practice guidance for AI-generated marketing creative

    Read more about "Global brands call for clearer consensus on AI labelling as usage accelerates, WFA research"