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.    Global brands, global shifts: marketing transformation in action
    Forum ConnectCMO Forum

    Global brands, global shifts: marketing transformation in action

    A round-up of what we learned at Forum Connect New York 2025.

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  2.    CMOs: your marketing procurement team might be more useful than you think
    Marketing procurementMarketing procurement

    CMOs: your marketing procurement team might be more useful than you think

    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.

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  3.    Rory Sutherland on fat-tailed marketing and why creativity outperforms efficiency
    Marketing effectiveness

    Rory Sutherland on fat-tailed marketing and why creativity outperforms efficiency

    The biggest wins in marketing rarely fit into neat dashboards. Marketing guru Rory Sutherland joins us to unpack why creativity is “fat-tailed,” how a few outlier ideas create the lion’s share of value, and why short-term incentives push teams to optimise what’s easy to count rather than what actually compounds.

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  4.    WFA reveals finalists for Global Marketer of the Year 2025
    Global Marketer of the Year

    WFA reveals finalists for Global Marketer of the Year 2025

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

    Read more about "WFA reveals finalists for Global Marketer of the Year 2025"
  5.    Understanding global rules on AI transparency in advertising
    AI

    Understanding global rules on AI transparency in advertising

    What are the implications of the EU AI Act?

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  6.    Full-funnel media planning – perspectives from global media leads
    Media & analytics

    Full-funnel media planning – perspectives from global media leads

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

    Read more about "Full-funnel media planning – perspectives from global media leads"
  7.    How are marketing procurement leads managing POS & Displays?
    Marketing procurementMarketing procurement

    How are marketing procurement leads managing POS & Displays?

    Digitalisation and sustainability are influencing the future of POS & Displays.

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  8.    How brands are unlocking insights with mature knowledge management systems
    Marketing effectiveness

    How brands are unlocking insights with mature knowledge management systems

    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.

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  9.    What’s best practice for training insights teams?
    Culture

    What’s best practice for training insights teams?

    How storytelling and AI can ramp up your insights training.

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  10.    New framework seeks to help brands leverage AI inclusively
    Inclusive marketing

    New framework seeks to help brands leverage AI inclusively

    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.

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  11.    The Candid CMO: François Bazini, Chief Marketing Officer for Suntory Beverage & Food Europe
    Candid CMO

    The Candid CMO: François Bazini, Chief Marketing Officer for Suntory Beverage & Food Europe

    International marketing and working in a local market are very different says the CMO of Suntory Beverage & Food Europe (SBFE).

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  12.    AI Knowledge Spotlight: The Future of AI Search with Google
    AI

    AI Knowledge Spotlight: The Future of AI Search with Google

    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.

    Read more about "AI Knowledge Spotlight: The Future of AI Search with Google"
  13.    How AI is changing in-house agencies
    In-housing

    How AI is changing in-house agencies

    A new WFA report highlights how in-house agency teams are embracing the era of AI and potential opportunities in the generative AI space within marketing. Brenna Brandes, Global Marketing Services Manager at WFA, explains.

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  14.    Building brands that matter
    Marketing strategyMarketing strategy

    Building brands that matter

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

    Read more about "Building brands that matter"
  15.    Effective integration for growth
    Global Marketer of the Year

    Effective integration for growth

    How do marketers effectively combine people, creativity and technology? The Global Marketer of the Year 2025 jury share their thoughts.

    Read more about "Effective integration for growth"
  16.    5 lessons for building an impactful career in Insights
    Culture

    5 lessons for building an impactful career in Insights

    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. 

    Read more about "5 lessons for building an impactful career in Insights"
  17.    Global media inflation stabilises at 4%, WFA Outlook
    Media & analytics

    Global media inflation stabilises at 4%, WFA Outlook

    Steady price growth hides sharper contrasts between regions and markets

    Broadcaster video-on-demand tops inflation charts as CTV stays flat

    Read more about "Global media inflation stabilises at 4%, WFA Outlook"
  18.    Integration not scale is key to media success
    Media transformation

    Integration not scale is key to media success

    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.

    Read more about "Integration not scale is key to media success"
  19.    The future of marketing leadership
    Global Marketer of the Year

    The future of marketing leadership

    We asked the Global Marketer of the Year 2025 jury which qualities will be most important for marketing leaders in the months and years to come.

    Read more about "The future of marketing leadership"
  20.    AI Knowledge Spotlight with IPSOS
    AI

    AI Knowledge Spotlight with IPSOS

    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.

    Read more about "AI Knowledge Spotlight with IPSOS"
  21.    Unlocking AI for Public Affairs
    AI

    Unlocking AI for Public Affairs

    A 90-minute interactive Policy Action Group (PAG) session, hosted in collaboration with Influence Builders, explored how public affairs professionals can harness AI to sharpen advocacy strategies, amplify influence and drive smarter engagement.  

    Read more about "Unlocking AI for Public Affairs"