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.    Benchmark: Insights Core Competencies
    Consumer insight

    Benchmark: Insights Core Competencies

    WFA member benchmark on the key skills insights leaders are focusing on

    Read more about "Benchmark: Insights Core Competencies"
  2.    In-housing set for rapid and continued growth at major multinationals
    Agency managementMarketing capabilities

    In-housing set for rapid and continued growth at major multinationals

    According to a recent survey conducted by WFA and The Observatory International, 66% of brands now have in-house agencies, with 21%…

    Read more about "In-housing set for rapid and continued growth at major multinationals"
  3.    Better Marketing podcast 2023 key learnings
    Brand purposeBrand reputation

    Better Marketing podcast 2023 key learnings

    This year we talked again to some of the brightest minds in the industry for our WFA podcast, bringing you tips and insights for…

    Read more about "Better Marketing podcast 2023 key learnings"
  4.    Benchmark: end to end talent management process - in-housing vs outsourcing
    InfluencersInfluencersMarketing procurement

    Benchmark: end to end talent management process - in-housing vs outsourcing

    WFA member benchmark exploring how marketing organisations manage their end-to-end talent process, with a focus whether they…

    Read more about "Benchmark: end to end talent management process - in-housing vs outsourcing"
  5.    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…

    Read more about "Successes in a tough year"
  6.    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"
  7.    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…

    Read more about "COP28 – over to business"
  8.    Media Forum Connect meeting overview (November 2023)
    Marketing effectiveness

    Media Forum Connect meeting overview (November 2023)

    Overview of the Media Forum held in New York City in November 2023

    Read more about "Media Forum Connect meeting overview (November 2023)"
  9.    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…

    Read more about "Keeping the faith in humanity (in marketing)"
  10.    Inventory Tier Mapping Documents

    Inventory Tier Mapping Documents

    Context: The GARM Brand Safety Floor + Suitability Framework was first deployed in September of 2020, and then updated in June 2022.…

    Read more about "Inventory Tier Mapping Documents"
  11.    Crisis Monitoring Surveys

    Crisis Monitoring Surveys

    Since the Hamas terror attacks on Israeli civilians on October 7th and the ensuing Israeli military response in Gaza,…

    Read more about "Crisis Monitoring Surveys"
  12.    Platform Adoption Grids, December 2023

    Platform Adoption Grids, December 2023

    The goal of these documents is to create a standardized way for members to understand how each platform is adopting GARM standards…

    Read more about "Platform Adoption Grids, December 2023"
  13.    WFA reveals shortlist for Global Marketer of the Year 2023

    WFA reveals shortlist for Global Marketer of the Year 2023

    Expert jury selects top global marketing leaders from AB InBev, L’Oréal, Mattel, McDonald’s and Nestlé.…

    Read more about "WFA reveals shortlist for Global Marketer of the Year 2023"
  14.    The EU’s plans to regulate green claims: what are they and why are they relevant for advertisers?
    Marketing law

    The EU’s plans to regulate green claims: what are they and why are they relevant for advertisers?

    WFA has developed a briefing on the EU’s plans to regulate green claims which outlines the key provisions relevant for…

    Read more about "The EU’s plans to regulate green claims: what are they and why are they relevant for advertisers?"
  15.    CMO Forum Connect meeting overview (November 2023)
    Marketing effectiveness

    CMO Forum Connect meeting overview (November 2023)

    Overview of the CMO Forum held in New York City in November 2023

    Read more about "CMO Forum Connect meeting overview (November 2023)"
  16.    Green Claims Directive – At-a-glance briefing
    Marketing law

    Green Claims Directive – At-a-glance briefing

    In March 2023, the European Commission — the EU’s executive body — published a proposal for a Directive on…

    Read more about "Green Claims Directive – At-a-glance briefing"
  17.    RAC Programme Meeting Overview (November 2023)
    Marketing to children

    RAC Programme Meeting Overview (November 2023)

    Meeting overview, presentations and briefings from WFA’s Responsible Advertising and Children (RAC) programme meeting on 29…

    Read more about "RAC Programme Meeting Overview (November 2023)"
  18.    Spotlight: A 2023 Agency Roundup - Beyond the Surface
    Agency remuneration & contracts

    Spotlight: A 2023 Agency Roundup - Beyond the Surface

    Navigate the dynamic brand/agency landscape by staying informed on recent developments, industry trends, and strategies to overcome…

    Read more about "Spotlight: A 2023 Agency Roundup - Beyond the Surface"
  19.    DGX meeting overview (November 2023)
    Digital policy

    DGX meeting overview (November 2023)

    Overview of the Digital Governance Exchange meeting held remotely on 30 November 2023.

    Read more about "DGX meeting overview (November 2023)"
  20.    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…

    Read more about "Pitch Management - Key Stages for Success"
  21.    WFA position paper on DMA implementation
    Digital policy

    WFA position paper on DMA implementation

    WFA developed a position paper on the implementation of the DMA provisions on transparency in advertising performance measurement…

    Read more about "WFA position paper on DMA implementation"