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.

Search, browse through or filter by topics.

Search field

All knowledge & updates

  1.    How to be more creative in 2023?
    Creativity

    How to be more creative in 2023?

    Sir John Hegarty shares three tips for marketers on how to be more creative than ever during the course of 2023.

    Read more about "How to be more creative in 2023?"
  2.    It’s the economy…

    It’s the economy…

    Marketers are grappling with difficult questions as much of the world faces an economic slowdown. Do they cut back on their…

    Read more about "It’s the economy…"
  3.    Digital In-Housing Benchmark - An Agency POV (Second Instalment)
    ProgrammaticAgency managementAgency remuneration & contractsMarketing operations

    Digital In-Housing Benchmark - An Agency POV (Second Instalment)

    WFA benchmark on In-housing Digital Media, from an agency point of view

    Read more about "Digital In-Housing Benchmark - An Agency POV (Second Instalment)"
  4.    Benchmark: Negotiating paid search deals
    Marketing procurement

    Benchmark: Negotiating paid search deals

    This WFA member benchmark explores advice on negotiating paid search deals with tech titans or big digital platforms.

    Read more about "Benchmark: Negotiating paid search deals"
  5.    Green Claims in Advertising Task Force Meeting Overview (January 2023)

    Green Claims in Advertising Task Force Meeting Overview (January 2023)

    WFA’s Green Claims in Advertising Task Force brings together policy leads within WFA membership to discuss, plan and develop…

    Read more about "Green Claims in Advertising Task Force Meeting Overview (January 2023)"
  6.    EU legislation on Green Claims: Resources for Advertisers
    Marketing law

    EU legislation on Green Claims: Resources for Advertisers

    Struggling to breakdown how the EU’s legislation on environmental claims will impact advertisers? WFA has you covered, with…

    Read more about "EU legislation on Green Claims: Resources for Advertisers"
  7.    The missing conversation

    The missing conversation

    Agencies are a vital part of any effective marketing organisation, but all too often the right questions aren’t always asked…

    Read more about "The missing conversation"
  8.    HFSS marketing restrictions: 12 markets to watch in 2023
    Food marketingMarketing to children

    HFSS marketing restrictions: 12 markets to watch in 2023

    An overview of 12 markets around the world, currently debating or implementing far-reaching food marketing restrictions

    Read more about "HFSS marketing restrictions: 12 markets to watch in 2023"
  9.    Cheryl Goh, Grab: WFA Global Marketer of the Year 2022 nominee

    Cheryl Goh, Grab: WFA Global Marketer of the Year 2022 nominee

    Cheryl Goh, Group VP of Marketing and Sustainability – Founding CMO, Grab, is one of the eight global marketers…

    Read more about "Cheryl Goh, Grab: WFA Global Marketer of the Year 2022 nominee"
  10.    Julia Goldin, LEGO: WFA Global Marketer of the Year 2022 nominee

    Julia Goldin, LEGO: WFA Global Marketer of the Year 2022 nominee

    Julia Goldin, Chief Product & Marketing Officer, LEGO, is one of the eight global marketers shortlisted for this…

    Read more about "Julia Goldin, LEGO: WFA Global Marketer of the Year 2022 nominee"
  11.    Patricia Corsi, Bayer Consumer Health: WFA Global Marketer of the Year 2022 nominee

    Patricia Corsi, Bayer Consumer Health: WFA Global Marketer of the Year 2022 nominee

    Patricia Corsi, Chief Marketing, Digital and Information Officer at Bayer Consumer Health, is one of the eight global marketers…

    Read more about "Patricia Corsi, Bayer Consumer Health: WFA Global Marketer of the Year 2022 nominee"
  12.    Cristina Diezhandino, Diageo: WFA Global Marketer of the Year 2022 nominee

    Cristina Diezhandino, Diageo: WFA Global Marketer of the Year 2022 nominee

    Cristina Diezhandino, Chief Marketing Officer at Diageo, is one of the eight global marketers shortlisted for this…

    Read more about "Cristina Diezhandino, Diageo: WFA Global Marketer of the Year 2022 nominee"
  13.    Asmita Dubey, L'Oréal: WFA Global Marketer of the Year 2022 nominee

    Asmita Dubey, L'Oréal: WFA Global Marketer of the Year 2022 nominee

    Asmita Dubey, Chief Digital & Marketing Officer, L'Oréal, is one of the eight global marketers shortlisted for this…

    Read more about "Asmita Dubey, L'Oréal: WFA Global Marketer of the Year 2022 nominee"
  14.    Martin Renaud, Mondelēz International: WFA Global Marketer of the Year 2022 nominee

    Martin Renaud, Mondelēz International: WFA Global Marketer of the Year 2022 nominee

    Martin Renaud, EVP & Chief Marketing and Sales Officer, Mondelēz International, is one of the eight global marketers shortlisted…

    Read more about "Martin Renaud, Mondelēz International: WFA Global Marketer of the Year 2022 nominee"
  15.    Karen Riley-Grant, Levi's: WFA Global Marketer of the Year 2022 nominee

    Karen Riley-Grant, Levi's: WFA Global Marketer of the Year 2022 nominee

    Karen Riley-Grant, Global Chief Marketing Officer at Levi Strauss & Co, is one of the eight global marketers shortlisted for…

    Read more about "Karen Riley-Grant, Levi's: WFA Global Marketer of the Year 2022 nominee"
  16.    Fabrice Beaulieu, Reckitt: WFA Global Marketer of the Year 2022 nominee

    Fabrice Beaulieu, Reckitt: WFA Global Marketer of the Year 2022 nominee

    Fabrice Beaulieu, Chief Marketing, Sustainability and Corporate Affairs Officer, Reckitt, is one of the eight global marketers…

    Read more about "Fabrice Beaulieu, Reckitt: WFA Global Marketer of the Year 2022 nominee"
  17.    Spotlight: Global Agency Remuneration Trends
    Marketing procurement

    Spotlight: Global Agency Remuneration Trends

    It’s been four years since we last looked at remuneration in detail – and much has changed in terms of financial…

    Read more about "Spotlight: Global Agency Remuneration Trends"
  18.    WFA Benchmark Results: Taking a Deeper Dive into Retail Media
    eCommerceRetail Media

    WFA Benchmark Results: Taking a Deeper Dive into Retail Media

    Meeting overview and presentations from WFA’s Media Forum on the 27th of October

    Read more about "WFA Benchmark Results: Taking a Deeper Dive into Retail Media"
  19.    Spotlight: Client-agency performance evaluations: 2022 update
    Marketing procurement

    Spotlight: Client-agency performance evaluations: 2022 update

    Decideware and the WFA returned again late 2022 to dig deeper into the relationship dynamics and efficiencies between marketers and…

    Read more about "Spotlight: Client-agency performance evaluations: 2022 update"
  20.    Benchmark: Global Category Management – Models (for artwork/photography)
    Marketing procurement

    Benchmark: Global Category Management – Models (for artwork/photography)

    This WFA member benchmark examined the category management of models, for photography and/or artwork.

    Read more about "Benchmark: Global Category Management – Models (for artwork/photography)"
  21.    After Spring comes…
    Marketing procurement

    After Spring comes…

    The WFA Sourcing Board is refreshing its goals and ambitions after three years and a half, with a series of new initiatives to help…

    Read more about "After Spring comes…"