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.    Making the numbers count
    Diversity & Inclusion

    Making the numbers count

    Talent is the lifeblood of marketing. Brands need to meet their needs for a better lived experience if they want to attract and…

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  2.    WFA Better Marketing Pod Ep 23: On turning an airline into a travel super-app with Rudy Khaw, AirAsia
    Integrated marketingDigital transformationMarketing operations

    WFA Better Marketing Pod Ep 23: On turning an airline into a travel super-app with Rudy Khaw, AirAsia

    WFA podcast host David Wheldon speaks with Rudy Khaw, Chief Brand Officer at AirAsia, about marketing in postpandemic times and the…

    Read more about "WFA Better Marketing Pod Ep 23: On turning an airline into a travel super-app with Rudy Khaw, AirAsia"
  3.    Seven partner predictions for 2023
    Digital policyCreativityMarketing technologyBrand reputationMarketing operationsMarketing technologyMarketing technology

    Seven partner predictions for 2023

    Seven of WFA’s strategic partners reflect on what will define marketing for the year…

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  4.    The testing times continue
    Digital policyValue of advertisingMarketing technologyBrand reputationMarketing technologyMarketing technology

    The testing times continue

    Marketing will have to demonstrate value in 2023 as the global economy slows down, says WFA President and Mastercard Chief Marketing…

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  5.    Build the future, don’t fear it
    Audience measurementBrand safetyBrand safetyBrand reputation

    Build the future, don’t fear it

    In times of uncertainty, marketers must use their skills to lead the way. WFA CEO, Stephan Loerke, reflects on the success stories…

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  6.    How to be more creative in 2023?
    Creativity

    How to be more creative in 2023?

    Sir John Hegarty shares three tips for marketers on how to be more creative than ever during the course of 2023.

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  7.    It’s the economy…

    It’s the economy…

    Marketers are grappling with difficult questions as much of the world faces an economic slowdown. Do they cut back on their…

    Read more about "It’s the economy…"
  8.    The missing conversation

    The missing conversation

    Agencies are a vital part of any effective marketing organisation, but all too often the right questions aren’t always asked…

    Read more about "The missing conversation"
  9.    Fabrice Beaulieu, Reckitt: WFA Global Marketer of the Year 2022 nominee

    Fabrice Beaulieu, Reckitt: WFA Global Marketer of the Year 2022 nominee

    Fabrice Beaulieu, Chief Marketing, Sustainability and Corporate Affairs Officer, Reckitt, is one of the eight global marketers…

    Read more about "Fabrice Beaulieu, Reckitt: WFA Global Marketer of the Year 2022 nominee"
  10.    Cheryl Goh, Grab: WFA Global Marketer of the Year 2022 nominee

    Cheryl Goh, Grab: WFA Global Marketer of the Year 2022 nominee

    Cheryl Goh, Group VP of Marketing and Sustainability – Founding CMO, Grab, is one of the eight global marketers…

    Read more about "Cheryl Goh, Grab: WFA Global Marketer of the Year 2022 nominee"
  11.    Julia Goldin, LEGO: WFA Global Marketer of the Year 2022 nominee

    Julia Goldin, LEGO: WFA Global Marketer of the Year 2022 nominee

    Julia Goldin, Chief Product & Marketing Officer, LEGO, is one of the eight global marketers shortlisted for this…

    Read more about "Julia Goldin, LEGO: WFA Global Marketer of the Year 2022 nominee"
  12.    Patricia Corsi, Bayer Consumer Health: WFA Global Marketer of the Year 2022 nominee

    Patricia Corsi, Bayer Consumer Health: WFA Global Marketer of the Year 2022 nominee

    Patricia Corsi, Chief Marketing, Digital and Information Officer at Bayer Consumer Health, is one of the eight global marketers…

    Read more about "Patricia Corsi, Bayer Consumer Health: WFA Global Marketer of the Year 2022 nominee"
  13.    Cristina Diezhandino, Diageo: WFA Global Marketer of the Year 2022 nominee

    Cristina Diezhandino, Diageo: WFA Global Marketer of the Year 2022 nominee

    Cristina Diezhandino, Chief Marketing Officer at Diageo, is one of the eight global marketers shortlisted for this…

    Read more about "Cristina Diezhandino, Diageo: WFA Global Marketer of the Year 2022 nominee"
  14.    Asmita Dubey, L'Oréal: WFA Global Marketer of the Year 2022 nominee

    Asmita Dubey, L'Oréal: WFA Global Marketer of the Year 2022 nominee

    Asmita Dubey, Chief Digital & Marketing Officer, L'Oréal, is one of the eight global marketers shortlisted for this…

    Read more about "Asmita Dubey, L'Oréal: WFA Global Marketer of the Year 2022 nominee"
  15.    Martin Renaud, Mondelēz International: WFA Global Marketer of the Year 2022 nominee

    Martin Renaud, Mondelēz International: WFA Global Marketer of the Year 2022 nominee

    Martin Renaud, EVP & Chief Marketing and Sales Officer, Mondelēz International, is one of the eight global marketers shortlisted…

    Read more about "Martin Renaud, Mondelēz International: WFA Global Marketer of the Year 2022 nominee"
  16.    Karen Riley-Grant, Levi's: WFA Global Marketer of the Year 2022 nominee

    Karen Riley-Grant, Levi's: WFA Global Marketer of the Year 2022 nominee

    Karen Riley-Grant, Global Chief Marketing Officer at Levi Strauss & Co, is one of the eight global marketers shortlisted for…

    Read more about "Karen Riley-Grant, Levi's: WFA Global Marketer of the Year 2022 nominee"
  17.    After Spring comes…
    Marketing procurement

    After Spring comes…

    The WFA Sourcing Board is refreshing its goals and ambitions after three years and a half, with a series of new initiatives to help…

    Read more about "After Spring comes…"
  18.    Five predictions for 2023
    Digital policyBrand reputationMarketing capabilities

    Five predictions for 2023

    From sustainability claims to tech regulations around the world and greater emphasis on capability building: the WFA team share some…

    Read more about "Five predictions for 2023"
  19.    WFA Better Marketing Pod Ep 22: On reasons to be optimistic about 2023 with Tom Standage, The Economist
    Digital policyMarketing law

    WFA Better Marketing Pod Ep 22: On reasons to be optimistic about 2023 with Tom Standage, The Economist

    WFA podcast host, David Wheldon, speaks with Tom Standage, Deputy Editor of The Economist and Editor, The World Ahead, about tech…

    Read more about "WFA Better Marketing Pod Ep 22: On reasons to be optimistic about 2023 with Tom Standage, The Economist"
  20.    Reasons to be optimistic: How the best work of 2022 can help marketers up their game in 2023
    CreativityDigital transformation

    Reasons to be optimistic: How the best work of 2022 can help marketers up their game in 2023

    Guardian columnist and brand strategist, Arwa Mahdawi, takes a look at the lessons 2022 has taught marketers for the year ahead.

    Read more about "Reasons to be optimistic: How the best work of 2022 can help marketers up their game in 2023"
  21.    Reducing WFA’s carbon footprint
    Brand purpose

    Reducing WFA’s carbon footprint

    WFA is committed to doing its part in the fight against climate change. WFA Senior Connections Manager, Hanne van de Ven, shares on…

    Read more about "Reducing WFA’s carbon footprint"