Deeper collaboration with marketing procurement can be a quiet competitive advantage for CMOs – and a powerful ally. Laura Forcetti, Director of Global Marketing Sourcing at WFA, explains why.

Expert jury selects top global marketing leaders from Cathay Pacific, The Coca-Cola Company, e.l.f. Beauty, Grab, Lenovo and Mercado Libre

Improving measurement and attribution across the customer journey is the top benefit behind full funnel strategies.

WFA research reveals that many of the world’s biggest brands are still struggling to access full value from the knowledge they hold within their organisations.

A new WFA guide looks to help brands identify and avoid the risk of reinforcing bias and discrimination when using Gen AI in their marketing and use the technology as a driver of inclusive growth.

AI is reshaping how consumers discover, evaluate and purchase products and services, fundamentally reshaping search dynamics. For brands, this evolution raises critical questions about visibility, measurement and relevance in a world where AI models increasingly mediate consumer journeys.

What does it take to create a brand that really connects with consumers? Chrystal Yeong, Senior Manager, Marketing Services at WFA, reports.

Career paths are rarely linear in Insights. Ioana Danila, WFA's Insight Forum lead, sums up key challenges and opportunities for professionals seeking to elevate their role within an organisation, drawing from conversations between senior Insights leaders at recent WFA events. 

Big multinationals can no longer rely on being big multinationals to secure advantage when it comes to media. Instead, they need to build in-house capabilities and connections says Tom Ashby, Global Lead, Media Services at WFA.

WFA research finds that upskilling remains one of the greatest roadblocks to AI adoption among brands. To help marketers navigate this challenge, WFA is expanding its webinar series to focus on AI.