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

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.

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.