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.    GenAI and the marketing essentials that won’t change
    Marketing technologyAIMarketing technologyMarketing technology

    GenAI and the marketing essentials that won’t change

    As more brands and agencies get excited by generative AI (GenAI), WFA’s Director of Global Sourcing, Laura Forcetti, hosted a…

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  2.    WFA Better Marketing Pod Ep 31: On the evolution of creativity with Claire Beale and Sonoo Singh, Creative Salon
    Agency managementAgency review & pitchingCreativity

    WFA Better Marketing Pod Ep 31: On the evolution of creativity with Claire Beale and Sonoo Singh, Creative Salon

    In episode 31 of the Better Marketing Pod, host David Wheldon speaks with Creative Salon founders Claire Beale and Sonoo Singh on…

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  3.    Trust me when I tell you this about the state of creativity…
    Creativity

    Trust me when I tell you this about the state of creativity…

    We’ll only get better, more effective campaigns when agencies can persuade clients to trust them. Arwa Madhawi explores the…

    Read more about "Trust me when I tell you this about the state of creativity…"
  4.    Insight Forum Connect meeting overview (March 2024)

    Insight Forum Connect meeting overview (March 2024)

    Overview of the Insight Forum held in Amsterdam, March 2024

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  5.    Marketing procurement seeks better, smarter metrics in 2024
    Marketing procurement

    Marketing procurement seeks better, smarter metrics in 2024

    WFA research shows that teams are looking at creative and production as well as media in their bid to identify savings for 2024.…

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  6.    WFA names leadership team for new AI Community
    Digital policyAI

    WFA names leadership team for new AI Community

    This AI community is designed to help advertisers find the best ways to harness the opportunities of Generative AI while minimising…

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  7.    Benchmark: Content adaptation at scale using automation and GenAI
    AIMarketing procurement

    Benchmark: Content adaptation at scale using automation and GenAI

    WFA member benchmark exploring how WFA members are adapting content at scale

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  8.    Spotlight: Journey with GenAI: real-world applications and current progress
    CreativityAI

    Spotlight: Journey with GenAI: real-world applications and current progress

    Trying to keep up with AI? Intentful’s Marina Petrova offers a much-needed update and reality check.

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  9.    DGX meeting overview (March 2024)
    Digital policy

    DGX meeting overview (March 2024)

    Overview of the Digital Governance Exchange meeting held in London on 14 March 2024.

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  10.    A CMOs Wake Up Call - not Who but How

    A CMOs Wake Up Call - not Who but How

    An Agency Mania Solutions article exploring why CMOs must shift their mindset and focus from "which agencies shoud I hire?" to "How…

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  11.    WFA Benchmark: Environmental Claims findings report

    WFA Benchmark: Environmental Claims findings report

    WFA member benchmark on green claims and how brands are navigating increasing scrutiny

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  12.    RAC Programme Meeting Overview (February 2024)
    Marketing to children

    RAC Programme Meeting Overview (February 2024)

    Meeting overview, presentations and briefings from WFA’s Responsible Advertising and Children (RAC) programme meeting on 21…

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  13.    Benchmark: Gen AI on marketing creative
    AI

    Benchmark: Gen AI on marketing creative

    WFA member benchmark on guidelines on the use of generative AI in marketing creative

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  14.    AANA response to consultation on HFSS marketing restrictions in Australia
    Food marketingMarketing to childrenMarketing law

    AANA response to consultation on HFSS marketing restrictions in Australia

    The Asutralian national advertiser association, AANA, recently responsed to a consultation carried out by the Australian government…

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  15.    Benchmark: Recommended PR agencies
    Agency review & pitchingMarketing procurement

    Benchmark: Recommended PR agencies

    WFA member benchmark on recommended PR agencies

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  16.    Benchmark: recommended adaptation/translation agencies
    Agency review & pitchingMarketing procurement

    Benchmark: recommended adaptation/translation agencies

    WFA member benchmark on recommended adaptation/translation agencies, specifically those who can offer copywriting services…

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  17.    PAG Meeting Overview (February 2024)
    Digital policyMarketing law

    PAG Meeting Overview (February 2024)

    Meeting overview and presentations from WFA’s Policy Action Group (PAG) meeting on 20 February 2024

    Read more about "PAG Meeting Overview (February 2024)"
  18.    Benchmark: Recommended market research sources of data
    Agency review & pitchingMarketing procurement

    Benchmark: Recommended market research sources of data

    WFA member benchmark on recommended market research sources of data for market research agency benchmarks 

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  19.    Solution Developers Service Overviews February 2024 Update

    Solution Developers Service Overviews February 2024 Update

  20.    Benchmark: Recommended POSM production companies
    Agency review & pitchingMarketing procurement

    Benchmark: Recommended POSM production companies

    WFA member benchmark on recommended POSM production services across Europe

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  21.    Benchmark: Recommended packaging design agencies
    Agency review & pitchingMarketing procurement

    Benchmark: Recommended packaging design agencies

    WFA member benchmark on recommended packaging design agencies. 

    Read more about "Benchmark: Recommended packaging design agencies"