Sponsorship is evolving beyond presence to partnerships that shape culture and deliver measurable brand and business performance according to a WFA Global Study with Lumency.

While many marketers are testing AI, shifting the conversation to mainstream operations is proving more difficult. Gabrielle Robitaille, Director of Policy at WFA, outlines how brands can overcome the barriers to adoption.

In this episode we review a year of conversations with Unicef's Frederique Covington Corbett, culture guru Marcus Collins, Cathay Pacific's Ed Bell, Meta's Nicola Mendelsohn, Marcel Marcondes from AB InBev and Global Marketer of the Year, marketing expert Seth Godin, Leyal Eskin Yilmaz from the Magnum Ice Cream Company, and Ogilvy's Rory Sutherland.

Marketers are willing to increase budgets where performance data justifies it. Tom Ashby, Global Lead, Media Services at WFA, argues that the relationship between budget growth and price inflation is breaking down.

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.