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.    PAG Meeting Overview (November 2023)
    Digital policy

    PAG Meeting Overview (November 2023)

    Meeting overview and presentations from WFA’s Policy Action Group (PAG) meeting on 28 November 2023.

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  2.    Data Ethics Workshop: Generative AI
    Digital policyAIData collection & privacy

    Data Ethics Workshop: Generative AI

    WFA’s data ethics workshops aim to operationalise the key recommendations put forward in the CMO Guide to Data Ethics in…

    Read more about "Data Ethics Workshop: Generative AI"
  3.    Joint industry statement against banning green claims on products containing certain substances

    Joint industry statement against banning green claims on products containing certain substances

    WFA has co-signed with 10 other industry organisations a letter urging EU co-legislators to reject the proposed ban of green claims…

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  4.    WFA response to Adalytics report on Google Search advertising
    Brand safetyMedia transparencyBrand safety

    WFA response to Adalytics report on Google Search advertising

    21 December 2023, an update on the article published below on 29 November 2023: since we shared our initial…

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  5.    WFA’s Planet Pledge welcomes seven more multinationals

    WFA’s Planet Pledge welcomes seven more multinationals

    AkzoNobel, Arçelik, Beam Suntory, Group Bel, HP, Nestlé and Vodafone take number of companies to have signed the…

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  6.    Brands missing social opportunities of sponsorship
    Marketing procurement

    Brands missing social opportunities of sponsorship

    Sponsorship to drive sustainability and social equity should be used more by multinational brands, a new WFA report…

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  7.    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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  8.    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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  9.    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"
  10.    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"
  11.    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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  12.    November 2023 - Community Call

    November 2023 - Community Call

    Notes and presentation slides from GARM community call from the November 2023 Community Call 

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  13.    November 2023 - Community Meeting on Israel - Hamas Conflict

    November 2023 - Community Meeting on Israel - Hamas Conflict

    Notes and presentation slides from GARM community meeting in November 2023

    Read more about "November 2023 - Community Meeting on Israel - Hamas Conflict"
  14.    October 2023 - Community Call

    October 2023 - Community Call

    Notes and presentation slides from GARM community call in October 2023

    Read more about "October 2023 - Community Call"
  15.    Benchmark: Generative AI training
    AI

    Benchmark: Generative AI training

    WFA member benchmark exploring training in Generative AI.

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  16.    Benchmark: Global category management - Production consultants
    Marketing procurement

    Benchmark: Global category management - Production consultants

    WFA member benchmark on how marketing organisations work with production consultants.

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  17.    Benchmark: Consumer segmentation partners in APAC
    Consumer insight

    Benchmark: Consumer segmentation partners in APAC

    WFA member benchmark on identifying segmentation suppliers in APAC

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  18.    Benchmark: Marketing Capability Investment
    Marketing capabilities

    Benchmark: Marketing Capability Investment

    This new WFA member benchmark dispels the myths on capability investment.

    Read more about "Benchmark: Marketing Capability Investment"
  19.    Spotlight: Enhancing Media Transparency in China: Actionable Insights
    Agency remuneration & contracts

    Spotlight: Enhancing Media Transparency in China: Actionable Insights

    Unlock the secrets of Chinese media buying and contract compliance – your roadmap to transparency. Join experts…

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  20.    Unpacking the Digital Services Act: A Q&A session with TikTok
    Digital policy

    Unpacking the Digital Services Act: A Q&A session with TikTok

    A Q&A session to understand how TikTok is implementing the Digital Services Act and how it will impact advertising on its…

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  21.    Media budgets are on the rise, finds WFA and Ebiquity annual research
    Media governance

    Media budgets are on the rise, finds WFA and Ebiquity annual research

    Neither global economies nor politics today are in a particularly stable position. But big brands are expecting to increase their…

    Read more about "Media budgets are on the rise, finds WFA and Ebiquity annual research"