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.    Raja Rajamannar on the qualities required of the modern-day CMO
    Brand purposeBrand reputationMarketing capabilities

    Raja Rajamannar on the qualities required of the modern-day CMO

    As the race to be crowned Global Marketer of the Year heats up, the Mastercard marketer and jury president tells The Drum what…

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  2.    WFA Better Marketing Pod Ep 35: On redefining customer proposition with Michelle McEttrick, Primark
    Brand purposeBrand reputationOrganisation & structure

    WFA Better Marketing Pod Ep 35: On redefining customer proposition with Michelle McEttrick, Primark

    In this episode of WFA's Better Marketing Podcast, David Wheldon speaks to Primark's Chief Customer Officer, Michelle McEttrick,…

    Read more about "WFA Better Marketing Pod Ep 35: On redefining customer proposition with Michelle McEttrick, Primark"
  3.    AI Essentials: avatars spark DEI debates, brand fakery and EU investigates prohibited uses
    Digital policyAI (Artificial Intelligence)Marketing technologyAIMarketing technologyMarketing technology

    AI Essentials: avatars spark DEI debates, brand fakery and EU investigates prohibited uses

    AI is transforming the way marketers work. Gabrielle Robitaille, Associate Director, Digital Policy at WFA, looks at the latest…

    Read more about "AI Essentials: avatars spark DEI debates, brand fakery and EU investigates prohibited uses"
  4.    AI Essentials: bias in AI, insights guidance, chatbots, video generation, copyright and watermarking
    Digital policyAI (Artificial Intelligence)Marketing technologyAIMarketing technologyMarketing technology

    AI Essentials: bias in AI, insights guidance, chatbots, video generation, copyright and watermarking

    AI is transforming the way marketers work. Gabrielle Robitaille, Associate Director, Digital Policy at WFA, looks at the latest…

    Read more about "AI Essentials: bias in AI, insights guidance, chatbots, video generation, copyright and watermarking"
  5.    How brands are tackling generative AI’s challenges and opportunities
    AI (Artificial Intelligence)AI

    How brands are tackling generative AI’s challenges and opportunities

    WFA research into the usage of generative AI earlier this month revealed that legal and ethical risks and lack of capabilities…

    Read more about "How brands are tackling generative AI’s challenges and opportunities"
  6.    This month in AI: contract best practice for GenAI, consumers still divided on ad use, ad-funded chatbots and more privacy concerns
    Digital policyAI (Artificial Intelligence)Marketing technologyAIMarketing technologyMarketing technology

    This month in AI: contract best practice for GenAI, consumers still divided on ad use, ad-funded chatbots and more privacy concerns

    In today’s rapidly changing digital and technological landscape, keeping pace with the latest trends can be challenging.…

    Read more about "This month in AI: contract best practice for GenAI, consumers still divided on ad use, ad-funded chatbots and more privacy concerns"
  7.    Business growth is No. 1

    Business growth is No. 1

    Jurors for the WFA’s Global Marketer of the Year have identified the ability to drive business growth as overwhelmingly their…

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  8.    How to become a client of choice

    How to become a client of choice

    What qualities do marketers need to become a must-have client? Our Global Marketer of the Year jury identifies how brands can become…

    Read more about "How to become a client of choice"
  9.    The new marketer skillset

    The new marketer skillset

    What skills will the very best marketers need to be future-fit? We asked our expert jury for the Global Marketer of the Year for…

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  10.    Three ways behavioural science can improve marketing

    Three ways behavioural science can improve marketing

    Marketers often have a vague awareness of behavioural science, but it rarely goes very deep. Independent advisor, Scott Young, and…

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  11.    Get more from marketing procurement
    Marketing procurement

    Get more from marketing procurement

    The very best procurement teams align their agendas with those of the marketing team. Tracy Allery, Senior Marketing Procurement…

    Read more about "Get more from marketing procurement"
  12.    Google’s third-party cookie U-turn
    Digital policy

    Google’s third-party cookie U-turn

    After four years of testing, industry dialogue, regulatory involvement and timeline delays, Google has abandoned its current plans…

    Read more about "Google’s third-party cookie U-turn"
  13.    This month in AI: 3D ads, watermarking verification, NYT ad targeting and anti-AI sentiment
    Digital policyMarketing technologyAIMarketing technologyMarketing technology

    This month in AI: 3D ads, watermarking verification, NYT ad targeting and anti-AI sentiment

    In today’s rapidly changing digital and technological landscape, keeping pace with the latest trends can be challenging.…

    Read more about "This month in AI: 3D ads, watermarking verification, NYT ad targeting and anti-AI sentiment"
  14.    Key trends from Cannes jurors and commentators
    InfluencersCreativityInfluencersAI

    Key trends from Cannes jurors and commentators

    Cannes Lions jurors and commentators share their views on this year's edition of the festival.

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  15.    Scared to speak up about DEI or sustainability in the current environment? Don’t be: fortune favours the bold

    Scared to speak up about DEI or sustainability in the current environment? Don’t be: fortune favours the bold

    I’ve fumbled two big opportunities to get rich quick. The first was when I wrote a feature for the Guardian about Bitcoin when…

    Read more about "Scared to speak up about DEI or sustainability in the current environment? Don’t be: fortune favours the bold"
  16.    Inclusion is the future for brand growth
    Marketing technologyMarketing technologyConsumer insightMarketing technology

    Inclusion is the future for brand growth

    Keen to avoid the gaze of the manufactured outrage machine, marketers have been timid about investing in Diversity, Equity and…

    Read more about "Inclusion is the future for brand growth"
  17.    This month in AI: AI-generated campaigns go viral, GenAI mislabelling, US explores risks of AI use in digital advertising and recent WFA content
    Digital policyMarketing technologyAIMarketing technologyMarketing technology

    This month in AI: AI-generated campaigns go viral, GenAI mislabelling, US explores risks of AI use in digital advertising and recent WFA content

    In today’s rapidly changing digital and technological landscape, keeping pace with the latest trends can be challenging.…

    Read more about "This month in AI: AI-generated campaigns go viral, GenAI mislabelling, US explores risks of AI use in digital advertising and recent WFA content"
  18.    This month in AI: brands highlight AI gains, Meta and Adobe back track on policy changes, AI ad fraud and TikTok avatars
    Digital policyMarketing technologyAIMarketing technologyMarketing technology

    This month in AI: brands highlight AI gains, Meta and Adobe back track on policy changes, AI ad fraud and TikTok avatars

    In today’s rapidly changing digital and technological landscape, keeping pace with the latest trends can be challenging.…

    Read more about "This month in AI: brands highlight AI gains, Meta and Adobe back track on policy changes, AI ad fraud and TikTok avatars"
  19.    Does Asia Pacific need Lions or Merlions?
    CreativityBrand reputation

    Does Asia Pacific need Lions or Merlions?

    WFA’s Asia Advisory Board marked the Cannes Lions Festival in Singapore with #NotInCannes, attended by more than 50 senior…

    Read more about "Does Asia Pacific need Lions or Merlions?"
  20.    “Stay the course on DEI and sustainability.” WFA CEO appeals to the industry ahead of Cannes

    “Stay the course on DEI and sustainability.” WFA CEO appeals to the industry ahead of Cannes

    Something is happening in our industry that is deeply worrying. Many companies are taking a step back from their public positions on…

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  21.    This is the fourteenth marketing article you’re browsing today. So, you think you’re going to learn something by reading?

    This is the fourteenth marketing article you’re browsing today. So, you think you’re going to learn something by reading?

    Confucius knew it, Linus knew it.; you know it.  And yes, consumers know it as well. “Facta, non verba”,…

    Read more about "This is the fourteenth marketing article you’re browsing today. So, you think you’re going to learn something by reading?"