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.

Search, browse through or filter by topics.

Search field

All knowledge & updates

  1.    Meet the Global Marketer of the Year 2020 nominees: Marc Pritchard, P&G

    Meet the Global Marketer of the Year 2020 nominees: Marc Pritchard, P&G

    Marc Pritchard, Chief Brand Officer of P&G, is one of the six global marketers shortlisted for this year's WFA Global Marketer…

    Read more about "Meet the Global Marketer of the Year 2020 nominees: Marc Pritchard, P&G"
  2.    Meet the Global Marketer of the Year 2020 nominees: Ivan Pollard, General Mills

    Meet the Global Marketer of the Year 2020 nominees: Ivan Pollard, General Mills

    Ivan Pollard, SVP, Global Chief Marketing Officer, General Mills, is one of the six global marketers shortlisted for this year's WFA…

    Read more about "Meet the Global Marketer of the Year 2020 nominees: Ivan Pollard, General Mills"
  3.    Meet the Global Marketer of the Year 2020 nominees: Lisa McKnight, Mattel

    Meet the Global Marketer of the Year 2020 nominees: Lisa McKnight, Mattel

    Lisa McKnight, SVP and Global Head of Barbie and Dolls Portfolio, Mattel, is one of the six global marketers shortlisted for this…

    Read more about "Meet the Global Marketer of the Year 2020 nominees: Lisa McKnight, Mattel"
  4.    Meet the Global Marketer of the Year 2020 nominees: Fernando Machado, Burger King/RBI

    Meet the Global Marketer of the Year 2020 nominees: Fernando Machado, Burger King/RBI

    Fernando Machado, Global Chief Marketing Officer, Restaurant Brands International, is one of the six global marketers shortlisted…

    Read more about "Meet the Global Marketer of the Year 2020 nominees: Fernando Machado, Burger King/RBI"
  5.    Meet the Global Marketer of the Year 2020 nominees: Andrew Garrihy, Huawei

    Meet the Global Marketer of the Year 2020 nominees: Andrew Garrihy, Huawei

    Andrew Garrihy, Chief Brand Officer and Western Europe Chief Marketing Officer, Huawei, is one of the six global marketers…

    Read more about "Meet the Global Marketer of the Year 2020 nominees: Andrew Garrihy, Huawei"
  6.    Meet the Global Marketer of the Year 2020 nominees: Jane Wakely, Mars

    Meet the Global Marketer of the Year 2020 nominees: Jane Wakely, Mars

    Jane Wakely, Lead CMO at Mars Inc, is one of the six global marketers shortlisted for this year's WFA Global Marketer of the Year…

    Read more about "Meet the Global Marketer of the Year 2020 nominees: Jane Wakely, Mars"
  7.    Benchmark: Agency collaboration
    Agency management

    Benchmark: Agency collaboration

    WFA member survey on KPIs, success factors and challenges for agency collaboration.

    Read more about "Benchmark: Agency collaboration"
  8.    Case study | Dove: Women like us

    Case study | Dove: Women like us

    Personal care brand partners with stock image supplier to challenge public perception of women

    This article was originally…

    Read more about "Case study | Dove: Women like us"
  9.    WFA Better Marketing Pod Ep 3: In conversation with Sir Martin Sorrell

    WFA Better Marketing Pod Ep 3: In conversation with Sir Martin Sorrell

    David Wheldon speaks with Sir Martin Sorrell

    Read more about "WFA Better Marketing Pod Ep 3: In conversation with Sir Martin Sorrell"
  10.    Sourcing Forum meeting overview (December 2020)
    Marketing procurement

    Sourcing Forum meeting overview (December 2020)

    Overview of the Sourcing Forum held remotely on December 2, 2020

    Read more about "Sourcing Forum meeting overview (December 2020)"
  11.    WFA Forum Chairs look back on 2020

    WFA Forum Chairs look back on 2020

    We asked the chairs of our WFA working groups to reflect on what 2020 meant for the global media, marketing and digital policy…

    Read more about "WFA Forum Chairs look back on 2020"
  12.    WFA CEO: “Build Back Better has started”

    WFA CEO: “Build Back Better has started”

    An extraordinary year has seen extraordinary changes, some for the better. WFA CEO Stephan Loerke looks forward to 2021.

    Read more about "WFA CEO: “Build Back Better has started”"
  13.    My favourite campaign of 2020…
    Creativity

    My favourite campaign of 2020…

    Six industry leaders highlight the work that has impressed them most this year.

    Read more about "My favourite campaign of 2020…"
  14.    10 Predictions for 2021
    Media governanceSelf-regulationMarketing capabilitiesMarketing operationsMarketing procurementOrganisation & structure

    10 Predictions for 2021

    It wouldn’t be the holidays without some crystal ball gazing. The WFA team predicts what will happen next year both in the…

    Read more about "10 Predictions for 2021"
  15.    2020’s top trends in food marketing regulation
    Food marketingMarketing to children

    2020’s top trends in food marketing regulation

    WFA Senior Policy Manager, Rebecka Allén, highlights this year's top events or trends in food marketing regulation

    Read more about "2020’s top trends in food marketing regulation"