Knowledge

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. APAN brings Effie Awards to Portugal
    News
    Marketing effectiveness

    APAN brings Effie Awards to Portugal

    WFA

    APAN's annual effectiveness awards will be, starting this year, organised under the Effie umbrella

    Read more about "APAN brings Effie Awards to Portugal"
  2. German association publishes annual trend barometer
    News

    German association publishes annual trend barometer

    WFA

    Advertisers anticipate growth in 2025 amid economic challenges

    Read more about "German association publishes annual trend barometer"
  3. Australian association launches new environmental claims code
    News
    Advertising & policy

    Australian association launches new environmental claims code

    WFA

    From 1 March, Australian advertisers will have to back up environmental claims with clear evidence

    Read more about "Australian association launches new environmental claims code"
  4. In the spotlight: Polish Advertisers Association’s Elzbieta Gorajewska
    Expert opinion

    In the spotlight: Polish Advertisers Association’s Elzbieta Gorajewska

    Elzbieta Gorajewska

    Meet Elzbieta Gorajewska, managing director of POR, as the association celebrates its first anniversary

    Read more about "In the spotlight: Polish Advertisers Association’s Elzbieta Gorajewska"
  5. How are national associations empowering advertisers through AI?
    Expert opinion
    AI

    How are national associations empowering advertisers through AI?

    WFA

    Associations from Belgium, Brazil, Colombia, France and Nigeria share their strategies for advancing responsible AI adoption

    Read more about "How are national associations empowering advertisers through AI?"
  6. Spotlight: A 2024 Agency Roundup - Beyond the Surface
    Video

    Spotlight: A 2024 Agency Roundup - Beyond the Surface

    WFA

    Navigate the dynamic brand/agency landscape by staying informed on recent developments, industry trends, and strategies to overcome challenges, as emphasized in a comprehensive session by Bruno Gralpois from Agency Mania Solutions.

    Read more about "Spotlight: A 2024 Agency Roundup - Beyond the Surface"
  7. Spotlight: Sustainable Marketing 2030 - Creativity into Action
    Video
    Sustainability

    Spotlight: Sustainable Marketing 2030 - Creativity into Action

    WFA

    Learn more about the role of creativity in sustainable transformation from WFA and Kantar.

    Read more about "Spotlight: Sustainable Marketing 2030 - Creativity into Action"
  8. Knowledge Spotlight: Trends in the APAC New Business Landscape
    Video
    Advertising & policyAgency managementMarketing effectivenessMarketing procurementMarketing technologyMarketing capabilitiesMarketing procurementMarketing technology

    Knowledge Spotlight: Trends in the APAC New Business Landscape

    WFA

    This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts, this series offers 101 sessions on modern marketing foundations relevant to Asia Pacific. Designed for emerging leaders, from junior to mid-level professionals, looking to enhance their marketing skills and knowledge.

    Read more about "Knowledge Spotlight: Trends in the APAC New Business Landscape"
  9. Sustainability into Action
    Sustainability

    Sustainability into Action

    WFA

    New series of WFA playbooks on sustainable marketing from WFA and Kantar offers marketers guidance on how to put theory into practice, starting with the power of storytelling.

    Read more about "Sustainability into Action"
  10. Benchmark
    Marketing capabilities

    Benchmark: Marketing academy development and management

    WFA

    WFA member benchmark on best practices for developing and maintaining a marketing academy

    Read more about "Benchmark: Marketing academy development and management"
  11. Research: Global marketing procurement structures and operating models
    Benchmark
    Marketing procurementMarketing structureMarketing procurement

    Research: Global marketing procurement structures and operating models

    WFA

    Access WFA’s research on global marketing procurement structures and operating models.

    Read more about "Research: Global marketing procurement structures and operating models"
  12. WFA position paper on EU Digital Fairness Fitness Check
    Briefings & position papers
    Advertising & policyDigital policy

    WFA position paper on EU Digital Fairness Fitness Check

    WFA

    Potential policy positions that will guide WFA's advocacy on the Digital Fairness Act’s future legislative process as well as next steps.

    Read more about "WFA position paper on EU Digital Fairness Fitness Check"
  13. Media Forum Meeting Overview, New York, December 2024
    Event reports

    Media Forum Meeting Overview, New York, December 2024

    WFA

    Overview of the WFA Media Forum meeting, held in New York as a part of WFA’s Forum Connect 

    Read more about "Media Forum Meeting Overview, New York, December 2024"
  14. Insight Forum Meeting Overview (December 2024)
    Event reports

    Insight Forum Meeting Overview (December 2024)

    WFA

    Overview of the Insight Forum, part of Forum Connect NYC, December 2024

    Read more about "Insight Forum Meeting Overview (December 2024)"
  15. Sourcing Forum Meeting Overview, Forum Connect, New York (December 2024)
    Event reports
    Marketing procurementMarketing procurement

    Sourcing Forum Meeting Overview, Forum Connect, New York (December 2024)

    WFA

    Overview of the WFA Sourcing Forum meeting, held in New York as part of Forum Connect

    Read more about "Sourcing Forum Meeting Overview, Forum Connect, New York (December 2024)"
  16. Marketing Capability Forum Meeting Overview (October 2024)
    Event reports
    Marketing strategyMarketing capabilitiesMarketing strategy

    Marketing Capability Forum Meeting Overview (October 2024)

    WFA

    Overview of the WFA Marketing Capability Forum held in person in London

    Read more about "Marketing Capability Forum Meeting Overview (October 2024)"
  17. How creativity can drive sustainable action
    Video
    Sustainability

    How creativity can drive sustainable action

    WFA

    In 2025, WFA and Kantar will launch a series of case study led playbooks to help take Sustainable Marketing 2030 from theory into practice for marketers. The first playbook, published in January 25, focuses on creativity.

    Read more about "How creativity can drive sustainable action"
  18. WFA Better Marketing Pod Ep 36: On being AI-able with Mark Ritson and his AI alter ego, the Ritbot
    Expert opinion
    CreativitySustainabilityAI

    WFA Better Marketing Pod Ep 36: On being AI-able with Mark Ritson and his AI alter ego, the Ritbot

    WFA

    In this episode of WFA's Better Marketing Podcast, David Wheldon speaks to marketing guru, Mark Ritson, and his AI-generated alter ego, the Ritbot. 

    Read more about "WFA Better Marketing Pod Ep 36: On being AI-able with Mark Ritson and his AI alter ego, the Ritbot"
  19. The World Ahead 2025 with Tom Standage (The Economist)
    Video

    The World Ahead 2025 with Tom Standage (The Economist)

    WFA

    The Economist’s predictive look to the year ahead. Tom Standage, Deputy Editor of The Economist and Editor of The World Ahead, provides an exclusive, first insight into the top 10 topics of the upcoming The World Ahead 2025 report.

    Read more about "The World Ahead 2025 with Tom Standage (The Economist)"
  20. L’Oréal, Kraft Heinz and Mastercard join Seth Godin on the Global Marketer Week conference stage
    News
    Global Marketer Week

    L’Oréal, Kraft Heinz and Mastercard join Seth Godin on the Global Marketer Week conference stage

    WFA

    WFA and the Belgian Advertiser Association, UBA, have announced new speakers for the WFA x UBA Conference, which will form the centrepiece of Global Marketer Week 2025.

    Read more about "L’Oréal, Kraft Heinz and Mastercard join Seth Godin on the Global Marketer Week conference stage"
  21. Is it time for a marketing makeover?
    Expert opinion
    Brand purposeBrand reputationCreativityCannes LionsCMO ForumDigital media transformationMarketing capabilities

    Is it time for a marketing makeover?

    WFA

    WFA and The Drum have teamed up to ask marketing leaders about some of the key challenges our profession faces.

    Read more about "Is it time for a marketing makeover?"