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.

Browse through the themes below or filter by topics.

All knowledge & updates

  1.    WFA President and CEO acknowledged for helping shape the digital industry
    Digital transformation

    WFA President and CEO acknowledged for helping shape the digital industry

  2.    Long-term agency partnership is better than short-term fling
    Agency managementAgency review & pitching

    Long-term agency partnership is better than short-term fling

    Companies can see the advantages of long-term agency relationships but they often behave in a way that makes this hard to deliver,…

    Read more about "Long-term agency partnership is better than short-term fling"
  3.    Video gaming: Why it matters to non-endemic brand owners
    Gaming

    Video gaming: Why it matters to non-endemic brand owners

    We are well past the point where video gaming can be viewed as a subculture and readily ignored by brands, says James Redden,…

    Read more about "Video gaming: Why it matters to non-endemic brand owners"
  4.    Webinar: Better Ads Standards
    Digital policyAd blocking

    Webinar: Better Ads Standards

  5.    True partnership requires a change of approach from advertisers and agencies
    Agency evaluation & performanceAgency managementAgency remuneration & contractsAgency review & pitchingAgency rosters

    True partnership requires a change of approach from advertisers and agencies

    Long-term relationships require fair balance between scope and budget

    Read more about "True partnership requires a change of approach from advertisers and agencies"
  6.    Webinar: Designing for integration
    Agency rostersIntegrated marketing

    Webinar: Designing for integration

    Are you responsible for delivering integrated communication? Watch this webinar to hear from Jonathan Turner, Chairman of Read more about "Webinar: Designing for integration"

  7.    Global Agency Group Profiles
    Agency evaluation & performance

    Global Agency Group Profiles

    These agency group profiles by Comvergence provide information relating to the groups' leadership and management changes, key…

    Read more about "Global Agency Group Profiles"
  8.    Major media pitches in 2019
    Agency review & pitching

    Major media pitches in 2019

    These two documents developed by Comvergence provide overviews of the major concluded & ongoing global/multi-country media…

    Read more about "Major media pitches in 2019"
  9.    Maximising the value of media using the Ebiquity Media Model

    Maximising the value of media using the Ebiquity Media Model

    In this Viewpoint paper, Ebiquity considers all the different domains of media that CMOs need to master to make them work hardest…

    Read more about "Maximising the value of media using the Ebiquity Media Model"
  10.    Steering Media from the Centre
    Media governance

    Steering Media from the Centre

    In this paper, we discuss the advantages of steering media from the centre, as well as when and if it makes sense to do so.

    Read more about "Steering Media from the Centre"
  11.    DGX Benchmark on partners for data privacy strategy on implementation
    Digital policyData collection & privacy

    DGX Benchmark on partners for data privacy strategy on implementation

    This benchmark was run on behalf of a WFA member looking for a company who should be able to support them in terms of data privacy…

    Read more about "DGX Benchmark on partners for data privacy strategy on implementation"
  12.    Webinar: How can marketing change the world?
    Brand purposeBrand reputation

    Webinar: How can marketing change the world?

    "Four of the best presentations I've seen in this business...ever," said Airbnb's Geoff Seeley when judging these same four…

    Read more about "Webinar: How can marketing change the world?"