Posts about Marketing strategy

Industry 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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  1. Spotlight: Shortcutting your marketing transformation
    VideoEvent reports
    Marketing structureMarketing capabilitiesMarketing operationsMarketing organisation

    Spotlight: Shortcutting your marketing transformation

    WFA

    COVID has accelerated the need to transform legacy marketing structures and processes for the digital economy.

    Read more about "Spotlight: Shortcutting your marketing transformation"
  2. Marketing Transformation - Delivering the future fit organisation
    BenchmarkReport
    Digital media transformationMarketing operationsMarketing organisation

    Marketing Transformation - Delivering the future fit organisation

    WFA

    The subject of marketing transformation and how to deliver a Marketing function that is ‘future fit’ for the digital economy is more important than ever. 

    Read more about "Marketing Transformation - Delivering the future fit organisation"
  3. C-Suite support, freedom and training critical to marketing transformation, WFA research
    Press releases
    Digital media transformation

    C-Suite support, freedom and training critical to marketing transformation, WFA research

    WFA

    Legacy operating models can inhibit successful change in early stages

    22% of major multinationals have a well-advanced process in place

    Marketers are looking to expand their remit through taking 'ownership' of emerging disciplines, including Customer Experience and e-Commerce

    Read more about "C-Suite support, freedom and training critical to marketing transformation, WFA research"
  4. Spotlight: Managing your sponsorship initiatives post-pandemic
    Video
    Marketing procurementMarketing procurement

    Spotlight: Managing your sponsorship initiatives post-pandemic

    WFA

    What should marketing and marketing procurement professionals be thinking about as they consider how to manage and leverage their sponsorship investments over the short and mid-term?

    Read more about "Spotlight: Managing your sponsorship initiatives post-pandemic"
  5. Defining world-class standards for marketing procurement
    Expert opinionGuides & templates
    Marketing procurementMarketing procurement

    Defining world-class standards for marketing procurement

    Laura Forcetti

    To drive improvement, marketing procurement needs to ensure that everyone is talking the same language. WFA’s Global Sourcing Board has created some common definitions for key terms.

    Read more about "Defining world-class standards for marketing procurement"
  6. Benchmark: Global Budget setting & use of working/non-working ratios
    Benchmark
    Marketing structure

    Benchmark: Global Budget setting & use of working/non-working ratios

    WFA

    Member benchmark on enterprise marketing budgets and the use of 'working' vs 'non-working' spend ratios.

    Read more about "Benchmark: Global Budget setting & use of working/non-working ratios"
  7. Benchmark: Global Category Management - Public Relations
    Benchmark
    Marketing procurementMarketing procurement

    Benchmark: Global Category Management - Public Relations

    WFA

    Member benchmark on category management of public relations (brand PR / consumer facing)

    Read more about "Benchmark: Global Category Management - Public Relations"
  8. Asia Spotlight: Leadership perspective in 2021
    Video

    Asia Spotlight: Leadership perspective in 2021

    WFA

    WFA CEO Stephan Loerke was joined by some of WFA’s senior industry leaders in Asia Pacific to discuss the most pressing issues facing our industry in 2021.

    Read more about "Asia Spotlight: Leadership perspective in 2021"
  9. WFA Better Marketing Pod Ep 4: On next generation marketing with Mastercard's Raja Rajamannar
    Expert opinionVideo
    Marketing technologyMarketing technology

    WFA Better Marketing Pod Ep 4: On next generation marketing with Mastercard's Raja Rajamannar

    WFA

    David Wheldon speaks with Raja Rajamannar, CMO at Mastercard and WFA President.

    Read more about "WFA Better Marketing Pod Ep 4: On next generation marketing with Mastercard's Raja Rajamannar"
  10. Spotlight on sustainability around the world
    Video
    Advertising & policySustainabilityMarketing operations

    Spotlight on sustainability around the world

    WFA

    Guest speaker Christoph Dölitzsch from Latana shares insight on how people’s views of sustainability differ around the world.

    Read more about "Spotlight on sustainability around the world"
  11. WFA President launches book on next generation marketing
    News
    Marketing technologyMarketing technology

    WFA President launches book on next generation marketing

    WFA

    Mastercard CMO, Raja Rajamannar, has written a new book detailing the challenges and solutions to the coming technology-driven revolution in marketing.

    Read more about "WFA President launches book on next generation marketing"
  12. Spotlight: WFA in 2021
    Marketing procurementMarketing procurement

    Spotlight: WFA in 2021

    WFA

    A chance for WFA members (only) to get a glimpse of the collective priorities of the membership for 2021.

    Read more about "Spotlight: WFA in 2021"
  13. WFA Better Marketing Pod Ep 3: In conversation with Sir Martin Sorrell
    Expert opinionVideo

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

    WFA

    David Wheldon speaks with Sir Martin Sorrell

    Read more about "WFA Better Marketing Pod Ep 3: In conversation with Sir Martin Sorrell"
  14. WFA Forum Chairs look back on 2020
    Expert opinion
    Advertising & policyPrivacy & techCMO Forum

    WFA Forum Chairs look back on 2020

    WFA

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

    Read more about "WFA Forum Chairs look back on 2020"
  15. WFA CEO: “Build Back Better has started”
    Expert opinion
    Advertising & policyCross-media measurement

    WFA CEO: “Build Back Better has started”

    Stephan Loerke

    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”"
  16. 10 Predictions for 2021
    Expert opinion
    Advertising & policyMarketing procurementMarketing structureMarketing capabilitiesMarketing operationsMarketing procurement

    10 Predictions for 2021

    WFA

    It wouldn’t be the holidays without some crystal ball gazing. The WFA team predicts what will happen next year both in the wider world and internally within the marketing industry.

    Read more about "10 Predictions for 2021"
  17. Spotlight: The impact of the pandemic on the agency business
    Video
    Agency managementMarketing procurementMarketing procurement

    Spotlight: The impact of the pandemic on the agency business

    WFA

    Structures, financial and predictions – what WFA members should watch out for.

    Read more about "Spotlight: The impact of the pandemic on the agency business"
  18. Benchmark: Savings targets & definitions, tactical marketing procurement & PO approval
    Benchmark
    Marketing procurementMarketing procurement

    Benchmark: Savings targets & definitions, tactical marketing procurement & PO approval

    WFA

    WFA member survey on savings targets & definitions, tactical marketing procurement & PO approval.

    Read more about "Benchmark: Savings targets & definitions, tactical marketing procurement & PO approval"
  19. Benchmark: Global Category Management - E-commerce
    Benchmark
    Marketing procurementRetail media & ecommerceMarketing procurement

    Benchmark: Global Category Management - E-commerce

    WFA

    WFA member survey on the category management of e-commerce / digital commerce initiatives by marketing procurement.

    Read more about "Benchmark: Global Category Management - E-commerce"
  20. My favourite campaign of 2020...
    Expert opinion
    Brand purposeCreativity

    My favourite campaign of 2020...

    WFA

    Six industry leaders highlight the work that has impressed them in this strangest of years.

    Read more about "My favourite campaign of 2020..."
  21. Eco-Friendly Practices in Production
    Report
    Marketing procurementMarketing procurement

    Eco-Friendly Practices in Production

    APR

    This Advertising Production Resources (APR) guide has been designed to help WFA members with developing eco-friendly practices in production.

    Read more about "Eco-Friendly Practices in Production"