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.    Women's Empowerment Principles

    Women's Empowerment Principles

    The Women’s Empowerment Principles (WEPs) are a set of Principles offering guidance to business on how to promote gender…

    Read more about "Women's Empowerment Principles"
  2.    Benchmark: Media SLAs & transparency
    Agency remuneration & contractsMarketing procurement

    Benchmark: Media SLAs & transparency

    This WFA member benchmark covers how brands are dealing with issues in relation to SLAs (Service Level Agreements) that media…

    Read more about "Benchmark: Media SLAs & transparency"
  3.    Why humility is more critical than ever for effective leadership
    Organisation & structure

    Why humility is more critical than ever for effective leadership

    The accelerated pace of change means that our industry’s leadership can struggle to pass on relevant experience as they have…

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  4.    A campaign for better measurement
    Audience measurement

    A campaign for better measurement

    Global brands are calling for a cross media measurement model. Matt Green explains why.

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  5.    Working with celebrities and influencers in China
    InfluencersInfluencersIntegrated marketing

    Working with celebrities and influencers in China

    White papers on KOL (Key Opinion Leaders) market practices and measuring the effectiveness of celebrity and TV sponsorships in…

    Read more about "Working with celebrities and influencers in China"
  6.    PAG Platform Policy Group Meeting Overview (July 2019, Brussels)
    Brand safetyDigital policyBrand safety

    PAG Platform Policy Group Meeting Overview (July 2019, Brussels)

    Overview of the Policy Action Group (PAG) Platform Policy Group meeting held on July 16th, 2019

    Read more about "PAG Platform Policy Group Meeting Overview (July 2019, Brussels)"
  7.    RAC Programme meeting overview (July 2019)
    Digital policyFood marketingMarketing to childrenData collection & privacy

    RAC Programme meeting overview (July 2019)

    Overview of the Responsible Advertising and Children (RAC) Programme meeting held on July 10th, 2019 in Washington D.C.

    Read more about "RAC Programme meeting overview (July 2019)"
  8.    WFA co-signs letter raising concerns about Dual Quality law
    Food marketingMarketing law

    WFA co-signs letter raising concerns about Dual Quality law

    FoodDrinkEurope-AIM-WFA comments on TRIS notification 2019/258/CZ on the Czech Draft act amending Act No 634/1992 on consumer…

    Read more about "WFA co-signs letter raising concerns about Dual Quality law"
  9.    CMO Forum meeting overview (June 2019)
    Marketing operationsOrganisation & structure

    CMO Forum meeting overview (June 2019)

    Overview of the CMO Forum held on June 20th, 2019 in Cannes

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  10.    Sourcing Forum meeting overview (June 2019)
    ProgrammaticAgency managementAgency rostersMarketing procurementOrganisation & structure

    Sourcing Forum meeting overview (June 2019)

    Overview of the Sourcing Forum held on June 26th, 2019 in New York.

    Read more about "Sourcing Forum meeting overview (June 2019)"
  11.    The hidden gem: How clients benefit from long-term partnerships
    Agency managementMarketing operationsMarketing procurement

    The hidden gem: How clients benefit from long-term partnerships

    Insights on how relationship longevity contributes to quantifiable value for brand advertisers through more effective collaboration…

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  12.    Webinar: Bridging the Gap - Digital Marketing Essentials for Policy Teams
    Digital policy

    Webinar: Bridging the Gap - Digital Marketing Essentials for Policy Teams

    Digital marketing experts Tim Hussain, Managing Principal, Marketing Tech and Dietmar Kruse, Managing Principal Global Media…

    Read more about "Webinar: Bridging the Gap - Digital Marketing Essentials for Policy Teams"
  13.    How to create LGBTQ+ inclusive advertising

    How to create LGBTQ+ inclusive advertising

    This guide aims to help brands bring to life a campaign in paid advertising for a general audience that includes or features LGBT+…

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  14.    WFA alert: France and UK develop new guidance on cookies and ad trackers

    WFA alert: France and UK develop new guidance on cookies and ad trackers

      

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  15.    Redefining the marketing procurement value proposition
    Marketing procurement

    Redefining the marketing procurement value proposition

    ProcureCon Marketing London was another great opportunity to gather industry feedback on WFA’s goal of redesigning marketing…

    Read more about "Redefining the marketing procurement value proposition"
  16.    Setting up a digital hub? Don’t forget to plug in the people
    Digital transformationOrganisation & structure

    Setting up a digital hub? Don’t forget to plug in the people

    In our fast-paced world, increasingly powered by artificial intelligence, your best bet as a marketer might just be a room full of…

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  17.    Data Ethics Board meeting overview (6 June 2019)
    Digital policyData collection & privacy

    Data Ethics Board meeting overview (6 June 2019)

    Overview of the Data Ethics Board meeting held on June 6th, 2019 in London

    Read more about "Data Ethics Board meeting overview (6 June 2019)"
  18.    Data Ethics Board meeting overview (24 June 2019)
    Digital policyData collection & privacy

    Data Ethics Board meeting overview (24 June 2019)

    Overview of the Data Ethics Board meeting held on June 24th, 2019

    Read more about "Data Ethics Board meeting overview (24 June 2019)"
  19.    DGX meeting overview (June 2019)
    Digital policyMarketing to childrenData collection & privacy

    DGX meeting overview (June 2019)

    Overview of the Digital Governance Exchange (DGX) meeting held on June 13th, 2019 in Singapore

    Read more about "DGX meeting overview (June 2019)"
  20.    Media Forum Meeting Overview (June 2019, Shanghai)
    Ad fraud & verificationMedia governanceProgrammatic

    Media Forum Meeting Overview (June 2019, Shanghai)

    Overview of the Media Forum held on June 27th, 2019 in Shanghai

    Read more about "Media Forum Meeting Overview (June 2019, Shanghai)"
  21.    Seven take-outs from Cannes 2019
    CreativityBrand reputation

    Seven take-outs from Cannes 2019

    So as the dust settles on Cannes 2019, here are my top seven take-outs from the industry’s annual revelries on the…

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