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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All knowledge & updates

  1.    WFA reveals shortlist for Global Marketer of the Year 2022

    WFA reveals shortlist for Global Marketer of the Year 2022

    Expert jury shortlists top global marketing leaders for WFA annual award scheme

    Voting is now open…

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  2.    Agencies feel more comfortable being honest with clients, WFA research
    Agency evaluation & performanceAgency remuneration & contracts

    Agencies feel more comfortable being honest with clients, WFA research

    But too many soft KPIs and “the wrong KPIs” are a rising concern

    Read more about "Agencies feel more comfortable being honest with clients, WFA research"
  3.    Regulatory mapping of marketing to children and use of licensed characters & toys
    Marketing to children

    Regulatory mapping of marketing to children and use of licensed characters & toys

    Overview of restrictions on marketing to kids (M2K) and on the use of licensed media characters in the promotion of food and…

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  4.    Food Marketing to Kids - Heatmap
    Food marketingMarketing to childrenMarketing law

    Food Marketing to Kids - Heatmap

    An overview of regulatory pressures across the world on food and non-alcoholic beverage marketing to children. Last update:…

    Read more about "Food Marketing to Kids - Heatmap"
  5.    Client-agency performance evaluations: 2022 update
    Marketing procurement

    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 "Client-agency performance evaluations: 2022 update"
  6.    Spotlight: What makes clients attractive to agencies?
    Marketing procurement

    Spotlight: What makes clients attractive to agencies?

    Agencies with the best clients attract the best talent.

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  7.    RAC Programme Meeting Overview (November 2022)
    Marketing to children

    RAC Programme Meeting Overview (November 2022)

    Meeting overview, presentations and briefings from WFA’s Responsible Advertising and Children (RAC) programme meeting on 23…

    Read more about "RAC Programme Meeting Overview (November 2022)"
  8.    Consumer research needs an inclusive approach too
    Consumer insightData & analytics

    Consumer research needs an inclusive approach too

    Consumers come in all shapes and sizes, so brands need to ensure they are getting insights from everyone. Corrine Moy, Council…

    Read more about "Consumer research needs an inclusive approach too"
  9.    10 years of Responsible Alcohol Marketing
    Alcohol marketingSelf-regulation

    10 years of Responsible Alcohol Marketing

    On the occasion of the 10th anniversary of the Responsible Marketing Pact, Giuditta Hanau Santini, Junior Policy Manager at WFA,…

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  10.    PAG Meeting Overview (November 2022)

    PAG Meeting Overview (November 2022)

    Meeting overview and presentations from WFA’s Policy Action Group (PAG) meeting on 22 November 2022.

    Read more about "PAG Meeting Overview (November 2022)"
  11.    Demystifying marketing effectiveness
    Marketing effectiveness

    Demystifying marketing effectiveness

    Measuring marketing effectiveness is becoming more important, and yet more challenging at the same time. Gerry D’Angelo, VP,…

    Read more about "Demystifying marketing effectiveness"
  12.    Webinar | Economist Impact presents The World Ahead: 2023

    Webinar | Economist Impact presents The World Ahead: 2023

    The Economist’s predictive look to the year ahead. In this hour-long Economist Impact and WFA webinar now available for…

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  13.    Spotlight: Programmatic Supply-Chain Solutions
    ProgrammaticMedia measurement

    Spotlight: Programmatic Supply-Chain Solutions

    Programmatic has the potential to be a useful advertising tool…but certain challenges, often linked to transparency, stand in…

    Read more about "Spotlight: Programmatic Supply-Chain Solutions"
  14.    WFA Forum Connect - Amsterdam 2022
    Brand reputation

    WFA Forum Connect - Amsterdam 2022

    Mark Ritson responds to interim results from WFA’s global study on marketing effectiveness, sharing his perspective on the…

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  15.    Benchmark: Supplier Relationship Management (SRM) programs
    Marketing procurement

    Benchmark: Supplier Relationship Management (SRM) programs

    WFA member benchmark on Supplier Relationship Management (SRM) programs.

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  16.    Media Forum Meeting Overview (20th October 2022)
    Media InnovationNew Media OpportunitiesMarketing technologyOrganisation & structureConsumer insightData-driven marketingMarketing effectivenessMarketing technology

    Media Forum Meeting Overview (20th October 2022)

    Meeting overview and presentations from WFA’s Media Forum on the 20th October 2022

    Read more about "Media Forum Meeting Overview (20th October 2022)"
  17.    An unlikely destination
    Brand purposeBrand reputation

    An unlikely destination

    WFA CEO Stephan Loerke reports back from COP27, where the real action is happening away from political leaders.

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  18.    Don’t be disingenuous on inclusion: brands must ensure behaviour and messaging align
    Diversity & Inclusion

    Don’t be disingenuous on inclusion: brands must ensure behaviour and messaging align

    Nathalie Lam, Philips Global Head of Sponsorship and Marketing Transformation Lead, explains how Philips wants its creative content…

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  19.    Global marketing industry rallies behind second Global DEI Census in March 2023
    Diversity & Inclusion

    Global marketing industry rallies behind second Global DEI Census in March 2023

    The results will provide a check on progress in people’s perceptions of diversity,…

    Read more about "Global marketing industry rallies behind second Global DEI Census in March 2023"
  20.    Brand safety and suitability: Restoring choice to advertising industry stakeholders in digital media
    Brand safetyBrand safety

    Brand safety and suitability: Restoring choice to advertising industry stakeholders in digital media

    The Global Alliance for Responsible Media (GARM) has been working hard over the last three years to help marketers protect brand…

    Read more about "Brand safety and suitability: Restoring choice to advertising industry stakeholders in digital media"
  21.    Why brand safety matters
    Brand safetyBrand safety

    Why brand safety matters

    It’s worth reminding ourselves why brand safety matters and how global advertisers have taken the lead in trying to make…

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