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.    Inclusive Marketing - Why representation matters to your customers and your brand
    Diversity & Inclusion

    Inclusive Marketing - Why representation matters to your customers and your brand

    A WFA session around how to embed true representation across the entire marketing process

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  2.    RAC Programme Meeting Overview (September 2022)
    Marketing to children

    RAC Programme Meeting Overview (September 2022)

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

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  3.    Spotlight: How do you translate happiness into brand success?
    Consumer insight

    Spotlight: How do you translate happiness into brand success?

    Current and future events, like the global pandemic and ongoing unrest in Ukraine, may change how consumers define happiness. That's…

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  4.    What’s the biggest challenge facing marketers right now?

    What’s the biggest challenge facing marketers right now?

    With nominations for WFA Global Marketer of the Year 2022 open until October 16, members of the expert jury were asked to share…

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  5.    Re-finding our marketing mojo
    Creativity

    Re-finding our marketing mojo

    Our industry can still be the place where the best people do their best work, says Will Gilroy, WFA Director of Policy and…

    Read more about "Re-finding our marketing mojo"
  6.    Marketing is going through a talent crisis. How can we fix it?

    Marketing is going through a talent crisis. How can we fix it?

    Nearly half of clients, agencies, ad tech and media companies think the industry is facing its “worst-ever crisis” when…

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  7.    WFA Better Marketing Pod Ep 20: On diversity and cultural relevance with Susan Akkad, The Estée Lauder Companies
    Brand purposeMarketing operationsOrganisation & structure

    WFA Better Marketing Pod Ep 20: On diversity and cultural relevance with Susan Akkad, The Estée Lauder Companies

    WFA podcast host, David Wheldon, speaks with Susan Akkad, Senior Vice President, Local and Cultural Platforms, Corporate Innovation…

    Read more about "WFA Better Marketing Pod Ep 20: On diversity and cultural relevance with Susan Akkad, The Estée Lauder Companies"
  8.    Benchmark: Global Category Management – Adaptation & transcreation
    Marketing procurement

    Benchmark: Global Category Management – Adaptation & transcreation

    This WFA member benchmark examined the category management of adaptation & transcreation

    Read more about "Benchmark: Global Category Management – Adaptation & transcreation"
  9.    DGX meeting overview (September 2022)
    Digital policy

    DGX meeting overview (September 2022)

    Overview of the Digital Governance Exchange (DGX) meeting held remotely on 15 September 2022

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  10.    Benchmark: UX agencies and partners

    Benchmark: UX agencies and partners

    This WFA member benchmark lists recommendations of user experience research agency partners.

    Read more about "Benchmark: UX agencies and partners"
  11.    Spotlight: Consumer insights through a diversity and inclusion lens
    Diversity & Inclusion

    Spotlight: Consumer insights through a diversity and inclusion lens

    Ensuring that a brand’s marketing communications is representative and inclusive of diverse audiences is an essential…

    Read more about "Spotlight: Consumer insights through a diversity and inclusion lens"
  12.    Spotlight: Go faster with less
    ProductionMarketing operations

    Spotlight: Go faster with less

    Less budget. Less time. Less resources. These challenges can fuel a new way of approaching content operations that boosts…

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  13.    Data ethics is a priority for nine out of 10 CMOs but half need help making it a reality, WFA research shows
    Digital policy

    Data ethics is a priority for nine out of 10 CMOs but half need help making it a reality, WFA research shows

    The new WFA CMO Guide to Data Ethics in Practice offers CMOs practical insight on how to apply ethics to data and…

    Read more about "Data ethics is a priority for nine out of 10 CMOs but half need help making it a reality, WFA research shows"
  14.    The CMO Guide to Data Ethics in Practice
    Digital policy

    The CMO Guide to Data Ethics in Practice

    The CMO Guide to Data Ethics in Practice puts forward a global data ethics framework aimed at helping CMOs address rising regulatory…

    Read more about "The CMO Guide to Data Ethics in Practice"
  15.    Benchmark: Global Category Management – POS & displays
    Marketing procurement

    Benchmark: Global Category Management – POS & displays

    This WFA member benchmark examined the category management of POS & displays.

    Read more about "Benchmark: Global Category Management – POS & displays"
  16.    Why I love marketing procurement
    Marketing procurement

    Why I love marketing procurement

    It may not be the most well-known route into a C-suite role but Alice Tomlinson, who started working for the WFA last year, outlines…

    Read more about "Why I love marketing procurement"
  17.    WFA Benchmark: Web tracking in a cookieless world
    Media measurementNew Media OpportunitiesMarketing technologyData collection & privacyData-driven marketingMarketing effectivenessMarketing technology

    WFA Benchmark: Web tracking in a cookieless world

    A WFA member has recently experienced a substantial decrease in the number of people opting into cookies tracking meaning that their…

    Read more about "WFA Benchmark: Web tracking in a cookieless world"
  18.    Marketers failing to overcome key barriers to creativity, WFA research
    Creativity

    Marketers failing to overcome key barriers to creativity, WFA research

    Many client-side marketers failing to prioritise creativity, despite recognising its power to deliver more effective…

    Read more about "Marketers failing to overcome key barriers to creativity, WFA research"
  19.    Advertising’s creativity crisis: if creativity is a ‘super-power’ why is everyone so afraid to use it?
    CreativityBrand reputation

    Advertising’s creativity crisis: if creativity is a ‘super-power’ why is everyone so afraid to use it?

    Guardian columnist and brand strategist, Arwa Mahdawi, reflects on the decline in creative effectiveness that is threatening the…

    Read more about "Advertising’s creativity crisis: if creativity is a ‘super-power’ why is everyone so afraid to use it?"
  20.    Spotlight: Clients & Creativity
    Creativity

    Spotlight: Clients & Creativity

    Reversing the decline in creative communications effectiveness

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  21.    My top 10 take-outs from talking to marketing's brightest minds
    Brand purposeBrand reputationOrganisation & structure

    My top 10 take-outs from talking to marketing's brightest minds

    The biggest brains in marketing offer their top tips to smarter, more effective marketing. David Wheldon highlights 10 great pieces…

    Read more about "My top 10 take-outs from talking to marketing's brightest minds"