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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  1.    CMO: The impossible job?

    CMO: The impossible job?

    Has CMO become an impossible job? Five industry leaders share their view.

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  2.    Green claims rules could be good for brands

    Green claims rules could be good for brands

    Not every piece of regulation is bad news for brands. WFA Policy Manager Fraser Bridges explains why the EU’s latest green…

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  3.    Aude Gandon, Global Marketer of 2023 nominee: “Sports can be a fantastic teacher for children”

    Aude Gandon, Global Marketer of 2023 nominee: “Sports can be a fantastic teacher for children”

    Aude Gandon, Global Chief Marketing Officer at Nestlé, is one of the five global marketers shortlisted for the WFA…

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  4.    Morgan Flatley, Global Marketer of 2023 nominee: “Marketing is very central to our corporate strategy"

    Morgan Flatley, Global Marketer of 2023 nominee: “Marketing is very central to our corporate strategy"

    Morgan Flatley, Global Chief Marketing Officer & Head of New Business Ventures at McDonald's, is one of the five global…

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  5.    Asmita Dubey, Global Marketer of 2023 nominee: “Augmented marketing is a meeting ground for the left and right brain"

    Asmita Dubey, Global Marketer of 2023 nominee: “Augmented marketing is a meeting ground for the left and right brain"

    Asmita Dubey, Chief Digital & Marketing Officer at L’Oréal, is one of the five global marketers…

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  6.    Marcel Marcondes, Global Marketer of 2023 nominee: “Finding creative ways to solve business & consumer problems generates effectiveness"

    Marcel Marcondes, Global Marketer of 2023 nominee: “Finding creative ways to solve business & consumer problems generates effectiveness"

    Marcel Marcondes, Global Chief Marketing Officer at AB InBev, is one of the five global marketers shortlisted for the WFA…

    Read more about "Marcel Marcondes, Global Marketer of 2023 nominee: “Finding creative ways to solve business & consumer problems generates effectiveness""
  7.    Lisa McKnight, Global Marketer of 2023 nominee: “We really painted the world pink"

    Lisa McKnight, Global Marketer of 2023 nominee: “We really painted the world pink"

    Lisa McKnight, EVP, Chief Brand Officer at Mattel, is one of the five global marketers shortlisted for the WFA Global Marketer of…

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  8.    Successes in a tough year

    Successes in a tough year

    The world keeps throwing up new challenges, but marketers show that collaboration can be a powerful solution to even the toughest…

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  9.    The big themes for 2024

    The big themes for 2024

    The WFA’s experts identify five areas for action in the year to come.

    Read more about "The big themes for 2024"
  10.    COP28 – over to business

    COP28 – over to business

    The latest climate conference is a mixed bag, resistance to change at a political level, combined with people driving real business…

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  11.    Keeping the faith in humanity (in marketing)

    Keeping the faith in humanity (in marketing)

    This year’s Most Contagious highlighted the need for empathy combined with data and insights to create impactful and…

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  12.    Pitch Management - Key Stages for Success
    Agency review & pitching

    Pitch Management - Key Stages for Success

    Agency pitches are large-scale, business-critical undertakings involving many stakeholders, significant time and effort. This…

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  13.    What marketers need from COP28

    What marketers need from COP28

    2023 marks the halfway point to achieving the United Nations Sustainable Development Goals (SDGs). During COP28, the world will also…

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  14.    Marketing effectiveness measurement is about understanding what’s working - but the current industry approaches aren’t
    Marketing technologyMarketing technologyMedia transformationMarketing effectivenessMarketing technology

    Marketing effectiveness measurement is about understanding what’s working - but the current industry approaches aren’t

    Matt Green, Director of Global Media Services, reflects on WFA's work on marketing effectiveness over the past year and what brands…

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  15.    Increasing e-commerce effectiveness in APAC with enablers

    Increasing e-commerce effectiveness in APAC with enablers

    Shufen Goh, Co-founder and Principal at R3, shares key insights from a recent report on the state of e-commerce enablers in…

    Read more about "Increasing e-commerce effectiveness in APAC with enablers"
  16.    Happily Ever After? Promoting Climate Storytelling at COP28

    Happily Ever After? Promoting Climate Storytelling at COP28

    Tomato soup, big pink ships and a climate bra from Kim Kardashian. The last five years have seen climate messages reach us in new,…

    Read more about "Happily Ever After? Promoting Climate Storytelling at COP28"
  17.    Marketing capability: the soft reply to a hard question
    Marketing capabilitiesOrganisation & structure

    Marketing capability: the soft reply to a hard question

    Marketing and marketing teams can look different company by company. But the overarching goal of marketing capability remains the…

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  18.    Pitch Smart - A Study by MediaSense

    Pitch Smart - A Study by MediaSense

    MediaSense's global survey of 100+ media agency professionals 

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  19.    The Marketer's Forecast 2024

    The Marketer's Forecast 2024

    MediaLink's global annual survey of 400+ marketing leaders

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  20.    The most exciting thing about marketing right now…

    The most exciting thing about marketing right now…

    With the call for nominations closed, we checked in with members of our Global Marketer of the Year jury on what excites them most…

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  21.    Are advertisers growing up and slowly embracing aging?

    Are advertisers growing up and slowly embracing aging?

    Have you heard of Bryan Johnson? He’s the tech entrepreneur who made international headlines because he spends millions of…

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