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.    Spotlight: Sustainable storytelling - what are you scared of?
    Brand purposeBrand reputation

    Spotlight: Sustainable storytelling - what are you scared of?

    There are many reasons WFA members have hesitated to communicate around their sustainability efforts: The risk of exposing…

    Read more about "Spotlight: Sustainable storytelling - what are you scared of?"
  2.    Global Content Production 2021
    Production

    Global Content Production 2021

    Recent research amongst the WFA network and led in partnership with TKM Consultants, specifically deep diving into the models that…

    Read more about "Global Content Production 2021"
  3.    DGX meeting overview (December 2021)
    Brand safetyDigital policyBrand safety

    DGX meeting overview (December 2021)

    Overview of the Digital Governance Exchange (DGX) meeting held remotely on 9 December 2021.

    Read more about "DGX meeting overview (December 2021)"
  4.    12 predictions for 2022

    12 predictions for 2022

    From creativity to platform regulation, ‘Metamania’ to the golden ‘square’ of marketing, the WFA team share…

    Read more about "12 predictions for 2022"
  5.    Mondelēz and Sanofi join Planet Pledge
    Brand purposeBrand reputationMarketing operations

    Mondelēz and Sanofi join Planet Pledge

    Two more major global brand owners have signed up to WFA’s Planet Pledge, a worldwide commitment to making marketing a force…

    Read more about "Mondelēz and Sanofi join Planet Pledge"
  6.    WFA Better Marketing Pod Ep 12: On marketing in Africa with Folake Ani-Mumuney
    Brand purposeBrand reputationDigital transformation

    WFA Better Marketing Pod Ep 12: On marketing in Africa with Folake Ani-Mumuney

    WFA podcast host, David Wheldon, speaks with Folake Ani-Mumuney, Global Head of Marketing & Corporate Communications at First…

    Read more about "WFA Better Marketing Pod Ep 12: On marketing in Africa with Folake Ani-Mumuney"
  7.    Sourcing Forum meeting overview (December 2021)
    Production

    Sourcing Forum meeting overview (December 2021)

    Overview of the Sourcing Forum held remotely on Dec 9, 2021.

    Read more about "Sourcing Forum meeting overview (December 2021)"
  8.    WFA CEO: “2021 was a watershed year for marketing”

    WFA CEO: “2021 was a watershed year for marketing”

    2021 has been memorable for a lot of the wrong reasons. But it will also be remembered for some of the right ones. We may well look…

    Read more about "WFA CEO: “2021 was a watershed year for marketing”"
  9.    Reversing the decline in advertising effectiveness
    Content marketingCreativityBrand reputation

    Reversing the decline in advertising effectiveness

    To create memorable advertising that builds brands, the industry must capture the ‘broad-beam’ attention of audiences;…

    Read more about "Reversing the decline in advertising effectiveness"
  10.    Capability Forum Overview (October 2021)
    Integrated marketingMarketing operations

    Capability Forum Overview (October 2021)

    Meeting overview and presentations from WFA’s Capability Forum meeting on 20 October 2021, which took place remotely.

    Read more about "Capability Forum Overview (October 2021)"
  11.    Benchmark: Vision/mission/philosophy statements  for the marketing team
    Marketing capabilities

    Benchmark: Vision/mission/philosophy statements for the marketing team

    WFA member benchmark on Vision/mission/philosophy statements for the marketing team

    Read more about "Benchmark: Vision/mission/philosophy statements for the marketing team"
  12.    Sourcing Forum meeting overview (December 2021)

    Sourcing Forum meeting overview (December 2021)

    Overview of the Sourcing Forum held remotely on Dec 2, 2021.

    Read more about "Sourcing Forum meeting overview (December 2021)"
  13.    Launch event: Diversity and Inclusion in Marketing Trends Report
    Diversity & Inclusion

    Launch event: Diversity and Inclusion in Marketing Trends Report

    Launch session of the WFA trends report highlighting the current state of diversity and inclusion in the marketing industry.

    Read more about "Launch event: Diversity and Inclusion in Marketing Trends Report"
  14.    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"
  15.    Webinar: Benchmarking data safety and risk across the industry
    Digital policyData collection & privacy

    Webinar: Benchmarking data safety and risk across the industry

    An analysis and benchmarking of data safety and risk across the industry

    Read more about "Webinar: Benchmarking data safety and risk across the industry"
  16.    Brand investment decisions: evolving beyond working / non-working
    Agency review & pitching

    Brand investment decisions: evolving beyond working / non-working

    Recent research amongst the WFA network and led in partnership with MediaSense, revealed huge appetite to evolve the conventional…

    Read more about "Brand investment decisions: evolving beyond working / non-working"
  17.    WFA Policy Tracker
    Digital policyAd blockingAlcohol marketingFood marketingSelf-regulationValue of advertisingMarketing to childrenMarketing law

    WFA Policy Tracker

    WFA's EU Policy Tracker provides an update on all latest developments and WFA activities regarding the most relevant EU legislative…

    Read more about "WFA Policy Tracker"
  18.    Spotlight: Global Production - 2021 and beyond
    Production

    Spotlight: Global Production - 2021 and beyond

    In this spotlight, hear from WFA & guest speaker from Danone and TKM Consultants as they share and discuss findings from our…

    Read more about "Spotlight: Global Production - 2021 and beyond"
  19.    PAG Meeting Overview (November 2021)
    Digital policyMarketing lawData collection & privacy

    PAG Meeting Overview (November 2021)

    Meeting overview, presentations and briefings from WFA’s Policy Action Group (PAG) meeting on 23 November 2021.

    Read more about "PAG Meeting Overview (November 2021)"
  20.    Benchmark: MENA split between ATL and BTL media budget
    Channels

    Benchmark: MENA split between ATL and BTL media budget

    WFA member benchmark on MENA split between ATL and BTL media budget

    Read more about "Benchmark: MENA split between ATL and BTL media budget"
  21.    Meet the Global Marketer of the Year 2021 nominees: Jane Wakely, Mars, Incorporated

    Meet the Global Marketer of the Year 2021 nominees: Jane Wakely, Mars, Incorporated

    Jane Wakely, Lead CMO at Mars, Incorporated, is one of the seven global marketers shortlisted for this year's WFA Global Marketer of…

    Read more about "Meet the Global Marketer of the Year 2021 nominees: Jane Wakely, Mars, Incorporated"