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Marketing procurementInclusive marketingSustainabilityMarketing procurementSustainability and procurement
Read more about "Sustainability and procurement"Marketing procurement leaders can help their colleagues deliver on sustainability goals and boost their standing as strategic advisors, says Laura Forcetti, WFA's Global Lead, Marketing Sourcing
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Burst the bubble, recruit for the future and focus – your September to do list
Read more about "Burst the bubble, recruit for the future and focus – your September to do list"As marketers return to their seats after the summer break, Russell Parsons highlights three areas the industry needs to focus on in the four months left of 2020.
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Brand purposeI don't want yet another soft drinks company screaming purpose at me
Read more about "I don't want yet another soft drinks company screaming purpose at me"We’re at the beginning of a new post-purpose era, where brands will fail if they think they can outcry competition by screaming ‘I care’, says purpose pioneer Thomas Kolster, also known as Mr. Goodvertising, as he takes a hatchet to his earlier beliefs about purpose.
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A marketer's checklist on mitigating ad fraud
Read more about "A marketer's checklist on mitigating ad fraud"Following the recent WFA webinar on ad fraud, and in particular bots, good and bad, Integral Ad Science (IAS) shared their six steps for proactively preventing ad fraud in your digital advertising campaigns.
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Advertising & policyDigital policyYou can learn a lot from a dummy
Read more about "You can learn a lot from a dummy"It took over three decades for 90% of Americans to start buckling up, from only 14% in 1984. In the digital marketing world we don't have all that time to adopt such safety protections. Data protection is a sorely needed service, and it can't wait, says Lung Huang, Head of Growth Solutions for Mars Petcare.
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CreativityCannes LionsInclusive marketingThe big questions this year, answered by LIONS Live
Read more about "The big questions this year, answered by LIONS Live"In the absence of the annual industry meetup on the French Riviera, in June WFA asked seven industry experts: “If you were at Cannes Lions this year, what one big question would you put to the industry?” In this follow-up piece, Cannes Lions offers some answers based on the discussions at LIONS Live – their new media platform for people to experience creativity wherever they are.
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Marketing structureCMO ForumMarketing operationsLoving lockdown
Read more about "Loving lockdown"Rob Dreblow, WFA’s Global Head of Marketing Services, outlines six positive changes in brand behaviour that have stemmed from the pandemic and restrictions on our movement and lifestyles.
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Advertising & policyDigital policyData governancePrivacy & techThree hot topics in digital policy
Read more about "Three hot topics in digital policy"Privacy, content and ethics are critical issues for companies seeking to get one step ahead, says Gabrielle Robitaille, Digital Policy Manager at WFA.
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Advertising & policyInclusive marketingTime to stop covering up our diversity
Read more about "Time to stop covering up our diversity"We're at an important moment in the diversity conversation and understanding 'covering up' is part of unpacking that, says Jerry Daykin, Senior Media Director EMEA at GSK Consumer Healthcare and WFA Global Diversity and Inclusion Ambassador.
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Advertising & policyInclusive marketingPutting an end to racially-loaded terms in marketing
Read more about "Putting an end to racially-loaded terms in marketing"WFA CEO, Stephan Loerke, calls on the industry to change the narrative and to stop using terms such as 'whitelist' and 'blacklist' for the biases they perpetuate
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Customer experience in the world’s “new normal”
Read more about "Customer experience in the world’s “new normal”"How can brands use behavioral science to re-invent their customers’ experience during and post COVID-19? In the light of massive changes in consumer behaviour happening globally, Richard Bordenave, CEO of BVA Nudge Unit Singapore, decoded during a WFA webinar earlier this year some of the trends that may reshape businesses in a soon future.
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Cannes LionsWhat big question would you have asked at Cannes this year?
Read more about "What big question would you have asked at Cannes this year?"Seven experts share their views on the biggest issues the marketing industry needs to reconcile today
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Advertising & policyCannes LionsInclusive marketingIt’s time for action
Read more about "It’s time for action"WFA CEO, Stephan Loerke, explains why our industry must address diversity and inclusion in the content it produces as well as internally as matter of urgency.
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Advertising & policyDigital policyData governancePrivacy & techWhy marketers must embrace ethical data use
Read more about "Why marketers must embrace ethical data use"To coincide with the launch of the world’s first guide on data ethics for brands, Data Ethics – The Rise of Morality in Technology, WFA asked four industry experts why prioritising people over data is so important for brands' long-term license to operate.
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Brand reputationCMO ForumCMO lockdown learnings: how marketing can boost your brand
Read more about "CMO lockdown learnings: how marketing can boost your brand"A number of WFA CMO members provided insights to Campaign’s recent article on the need for marketing to supercharge the post-pandemic recovery in a piece entitled “Fighting for advertising: CMOs on the need to invest.” We’ve highlighted some key themes.
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Advertising & policy
Advertisers demand transparency and clarity around platforms’ content policies
Read more about "Advertisers demand transparency and clarity around platforms’ content policies"Statement by WFA CEO, Stephan Loerke
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Advertising & policyInclusive marketingUN Women and WFA call on the industry to fight racism and inequality
Read more about "UN Women and WFA call on the industry to fight racism and inequality"Phumzile Mlambo-Ngcuka, UN Under-Secretary-General and Executive Director of UN Women, and Stephan Loerke, CEO, WFA, issue a joint statement and call for action
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Brand purposeBrand reputationWhy did brands fail to pause ads on #BlackoutTuesday?
Read more about "Why did brands fail to pause ads on #BlackoutTuesday?"Brands have been pausing advertising activity at the slightest risk for years. Why then, asks WFA Global Diversity Ambassador, Belinda Smith, are so many continuing to push brand messages in the midst of a violent face-off?
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Getting peak performance from evaluation
Read more about "Getting peak performance from evaluation"Brands need to get the very best out of their agency partners and the right evaluation process is proven to add value. Laura Forcetti, WFA Global Lead, Marketing Sourcing, explains.
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Brand purposeThe purpose of marketing will not change post Covid-19 but marketers must
Read more about "The purpose of marketing will not change post Covid-19 but marketers must"Although the landscape will be different, the purpose of marketing remains the same. Marketers need reminding of this as much as anyone else, says Marketing Week Editor-in-Chief, Russell Parsons
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Marketing structureMarketing operationsWill COVID-19 change marketing forever?
Read more about "Will COVID-19 change marketing forever?"WFA asked four industry experts whether COVID-19 has the power to change marketing forever - and if yes, in which ways.
