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.    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"
  2.    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"
  3.    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"
  4.    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"
  5.    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"
  6.    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"
  7.    Spotlight: Global Agency Remuneration Trends
    Marketing procurement

    Spotlight: Global Agency Remuneration Trends

    It’s been four years since we last looked at remuneration in detail – and much has changed in terms of financial…

    Read more about "Spotlight: Global Agency Remuneration Trends"
  8.    WFA Benchmark Results: Taking a Deeper Dive into Retail Media
    eCommerceRetail Media

    WFA Benchmark Results: Taking a Deeper Dive into Retail Media

    Meeting overview and presentations from WFA’s Media Forum on the 27th of October

    Read more about "WFA Benchmark Results: Taking a Deeper Dive into Retail Media"
  9.    Spotlight: Client-agency performance evaluations: 2022 update
    Marketing procurement

    Spotlight: Client-agency performance evaluations: 2022 update

    Decideware and the WFA returned again late 2022 to dig deeper into the relationship dynamics and efficiencies between marketers and…

    Read more about "Spotlight: Client-agency performance evaluations: 2022 update"
  10.    Benchmark: Global Category Management – Models (for artwork/photography)
    Marketing procurement

    Benchmark: Global Category Management – Models (for artwork/photography)

    This WFA member benchmark examined the category management of models, for photography and/or artwork.

    Read more about "Benchmark: Global Category Management – Models (for artwork/photography)"
  11.    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…"
  12.    Benchmark: Global Category Management – Digital Commerce
    Marketing procurement

    Benchmark: Global Category Management – Digital Commerce

    This WFA member benchmark examined the category management of Digital Commerce

    Read more about "Benchmark: Global Category Management – Digital Commerce"
  13.    Sourcing Forum meeting overview (December 2022)
    Marketing procurement

    Sourcing Forum meeting overview (December 2022)

    Overview of the Sourcing Forum held remotely on 1st of December, 2022

    Read more about "Sourcing Forum meeting overview (December 2022)"
  14.    WFA Forum: Media Forum Overview - 7th December 2022 - Developing a Successful ESG Strategy (with a D&I Focus)
    Audience measurementBrand safetyMedia governanceBrand safetyDiversity & Inclusion

    WFA Forum: Media Forum Overview - 7th December 2022 - Developing a Successful ESG Strategy (with a D&I Focus)

    Meeting overview and presentations from WFA’s Remote Media Forum on the 7th of December 2022

    Read more about "WFA Forum: Media Forum Overview - 7th December 2022 - Developing a Successful ESG Strategy (with a D&I Focus)"
  15.    Sourcing Forum meeting overview (November 2022)
    Marketing procurement

    Sourcing Forum meeting overview (November 2022)

    Overview of the Sourcing Forum held in Amsterdam on the 8th of November, 2022

    Read more about "Sourcing Forum meeting overview (November 2022)"
  16.    WFA Forum Connect: Media Forum Overview - Amsterdam 8th November 2022
    Media measurementMarketing effectiveness

    WFA Forum Connect: Media Forum Overview - Amsterdam 8th November 2022

    Meeting overview and presentations from WFA’s Forum Connect Media Forum on the 8th of November 2022

    Read more about "WFA Forum Connect: Media Forum Overview - Amsterdam 8th November 2022"
  17.    WFA Benchmark: Media Ad Servers in a Constantly changing environment
    Marketing technologyData-driven marketingMarketing technology

    WFA Benchmark: Media Ad Servers in a Constantly changing environment

    A WFA member wanted to know the most up-to-date Point of View from advertisers when it comes to ad servers in our constantly…

    Read more about "WFA Benchmark: Media Ad Servers in a Constantly changing environment"
  18.    Advertisers believe they are still getting great value from their agencies post pandemic, WFA research
    Agency evaluation & performanceAgency remuneration & contracts

    Advertisers believe they are still getting great value from their agencies post pandemic, WFA research

    Clients acknowledge the need to pay more for diversity and sustainability commitments, as…

    Read more about "Advertisers believe they are still getting great value from their agencies post pandemic, WFA research"
  19.    The role of AI in the content creation process
    Marketing procurement

    The role of AI in the content creation process

    This session focused on the practical use of AI in the content creation process, and took place on Dec 1st, 2022 during a Sourcing…

    Read more about "The role of AI in the content creation process"
  20.    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"
  21.    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"