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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As more brands and agencies get excited by generative AI (GenAI), WFA’s Director of Global Sourcing, Laura Forcetti, hosted a…
We’ll only get better, more effective campaigns when agencies can persuade clients to trust them. Arwa Madhawi explores the…
An Agency Mania Solutions article exploring why CMOs must shift their mindset and focus from "which agencies shoud I hire?" to "How…
Has CMO become an impossible job? Five industry leaders share their view.
Not every piece of regulation is bad news for brands. WFA Policy Manager Fraser Bridges explains why the EU’s latest green…
Six of WFA's strategic partners of WFA share their global marketing predictions for 2024.
Aude Gandon, Global Chief Marketing Officer at Nestlé, is one of the five global marketers shortlisted for the WFA…
Morgan Flatley, Global Chief Marketing Officer & Head of New Business Ventures at McDonald's, is one of the five global…
Asmita Dubey, Chief Digital & Marketing Officer at L’Oréal, is one of the five global marketers…
Marcel Marcondes, Global Chief Marketing Officer at AB InBev, is one of the five global marketers shortlisted for the WFA…
Lisa McKnight, EVP, Chief Brand Officer at Mattel, is one of the five global marketers shortlisted for the WFA Global Marketer of…
The world keeps throwing up new challenges, but marketers show that collaboration can be a powerful solution to even the toughest…
The WFA’s experts identify five areas for action in the year to come.
The latest climate conference is a mixed bag, resistance to change at a political level, combined with people driving real business…
This year’s Most Contagious highlighted the need for empathy combined with data and insights to create impactful and…
Agency pitches are large-scale, business-critical undertakings involving many stakeholders, significant time and effort. This…
2023 marks the halfway point to achieving the United Nations Sustainable Development Goals (SDGs). During COP28, the world will also…
Matt Green, Director of Global Media Services, reflects on WFA's work on marketing effectiveness over the past year and what brands…
Shufen Goh, Co-founder and Principal at R3, shares key insights from a recent report on the state of e-commerce enablers in…
Tomato soup, big pink ships and a climate bra from Kim Kardashian. The last five years have seen climate messages reach us in new,…
Marketing and marketing teams can look different company by company. But the overarching goal of marketing capability remains the…