Posts about Expert opinion

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. Industry’s unprecedented show of unity to tackle DEI
    Expert opinion
    Inclusive marketing

    Industry’s unprecedented show of unity to tackle DEI

    Camelia Cristache-Podgorean, Will Gilroy

    More than 100 organisations have come together behind the first-ever global diversity, equality and inclusion census of the marketing industry. WFA’s Camelia Cristache and Will Gilroy explain the size and importance of the initiative.

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  2. WFA Better Marketing Pod Ep 9: On purpose, Orlando Bloom and teaching from Tasmania with Professor Mark Ritson
    Expert opinionVideo
    Advertising & policyBrand purposeBrand reputationInclusive marketingDigital media transformation

    WFA Better Marketing Pod Ep 9: On purpose, Orlando Bloom and teaching from Tasmania with Professor Mark Ritson

    WFA

    WFA podcast host, David Wheldon, speaks with the inimitable marketing professor and industry commentator, Mark Ritson.

    Read more about "WFA Better Marketing Pod Ep 9: On purpose, Orlando Bloom and teaching from Tasmania with Professor Mark Ritson"
  3. Get comfortable with sustainability
    Expert opinionBenchmarkReport
    Brand purposeBrand reputationMarketing capabilitiesMarketing operations

    Get comfortable with sustainability

    Scott Young

    The key insight from the WFA’s Marketing and Sustainability: Closing the Gaps research is that marketers need to get more comfortable with the topic. Scott Young from BVA Nudge Unit explains how that’s possible.

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  4. Marketing’s Missing P: Planet
    Expert opinion
    Brand purposeBrand reputationSustainabilityMarketing operations

    Marketing’s Missing P: Planet

    Thomas Lingard, Global Climate & Environment Director, Unilever

    Is marketing at odds with sustainability? Thomas Lingard, Global Climate & Environment Director, Unilever, shares his view on how marketers can be a positive force for change.

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  5. How are you helping marketing get on the sustainability journey?
    Expert opinion
    Brand purposeBrand reputationSustainability

    How are you helping marketing get on the sustainability journey?

    WFA

    We asked three leading CMOs how their organisation was taking action to improve the sustainability of their messages and their products.

    Read more about "How are you helping marketing get on the sustainability journey?"
  6. New metrics for a growth agenda
    Expert opinion
    Marketing procurementMarketing procurement

    New metrics for a growth agenda

    Laura Forcetti

    Moving from a savings outlook to a value-creation approach requires new methods of measuring progress. Building on discussions within WFA's Sourcing Forum, Simraan Kulkarni, WFA Sourcing Manager, shares on three areas where new metrics can be used.

    Read more about "New metrics for a growth agenda"
  7. WFA Better Marketing Pod Ep 8: On making an iconic doll relevant again with Lisa McKnight
    Expert opinionVideo
    Advertising & policyBrand purposeBrand reputationInclusive marketingDigital media transformation

    WFA Better Marketing Pod Ep 8: On making an iconic doll relevant again with Lisa McKnight

    Camelia Cristache-Podgorean

    WFA podcast host, David Wheldon, speaks with Lisa McKnight, SVP and Global Head of Barbie & Dolls at Mattel, Inc.

    Read more about "WFA Better Marketing Pod Ep 8: On making an iconic doll relevant again with Lisa McKnight"
  8. One year after George Floyd
    Expert opinion
    Inclusive marketing

    One year after George Floyd

    Belinda Smith

    Smooth words and engagement from the ad industry still need to be translated into real action, argues Belinda Smith, CEO Americas, m/SIX and WFA Global Diversity Ambassador.

    Read more about "One year after George Floyd"
  9. In the spotlight: Cyprus Advertisers’ Association’s Christiana Paschalides
    Expert opinion

    In the spotlight: Cyprus Advertisers’ Association’s Christiana Paschalides

    Christiana Paschalides

    Meet Christiana Paschalides, General Manager of Cyprus Advertisers’ Association

    Read more about "In the spotlight: Cyprus Advertisers’ Association’s Christiana Paschalides"
  10. WFA Better Marketing Pod Ep 7: On sustainability and courageous marketing with Conny Braams
    Expert opinionVideo
    Advertising & policyBrand purposeBrand reputationMarketing structureInclusive marketingMarketing capabilitiesMarketing operations

    WFA Better Marketing Pod Ep 7: On sustainability and courageous marketing with Conny Braams

    WFA

    WFA Podcast host, David Wheldon, speaks with Conny Braams, Chief Digital and Marketing Officer, Unilever.

    Read more about "WFA Better Marketing Pod Ep 7: On sustainability and courageous marketing with Conny Braams"
  11. Marketing has the chance to lead post pandemic but structures need an overhaul
    Expert opinion
    Brand purposeMarketing strategyMarketing structureDigital media transformationMarketing capabilitiesMarketing organisationMarketing strategy

    Marketing has the chance to lead post pandemic but structures need an overhaul

    Russell Parsons

    Companies are asking ever more from their marketing leaders but if they want to achieve the customer-centricity they covet they must first look at how they are set-up, says Marketing Week Editor-in-Chief, Russell Parsons.

    Read more about "Marketing has the chance to lead post pandemic but structures need an overhaul"
  12. WFA Better Marketing Pod Ep 6: On humor and catching the 'F-train' with Ivan Pollard
    Expert opinionVideo
    Advertising & policyBrand purposeBrand reputationMarketing structureInclusive marketingMarketing capabilitiesMarketing operations

    WFA Better Marketing Pod Ep 6: On humor and catching the 'F-train' with Ivan Pollard

    WFA

    WFA Podcast host, David Wheldon, speaks with Ivan Pollard, Senior VP and Global CMO, General Mills.

    Read more about "WFA Better Marketing Pod Ep 6: On humor and catching the 'F-train' with Ivan Pollard"
  13. Gender equality in marketing: are we making progress fast enough?
    Expert opinion
    Advertising & policyInclusive marketing

    Gender equality in marketing: are we making progress fast enough?

    WFA

    We've asked six industry leaders to share their perspectives

    Read more about "Gender equality in marketing: are we making progress fast enough?"
  14. Delivering diversity is a must-pass test
    Expert opinion
    Inclusive marketing

    Delivering diversity is a must-pass test

    Stephan Loerke

    The pandemic has highlighted the need to push the diversity and inclusion agenda harder and faster. Stephan Loerke, WFA CEO, explains why we need to accelerate our impact.

    Read more about "Delivering diversity is a must-pass test"
  15. In the spotlight: Association of New Zealand Advertisers’ Lindsay Mouat
    Expert opinion

    In the spotlight: Association of New Zealand Advertisers’ Lindsay Mouat

    Lindsay Mouat

    Meet Lindsay Mouat, CEO of ANZA

    Read more about "In the spotlight: Association of New Zealand Advertisers’ Lindsay Mouat"
  16. COVID has re-emphasised how brands must serve society
    Expert opinion
    Advertising & policy

    COVID has re-emphasised how brands must serve society

    Philip Myers

    Phil Myers, WFA Deputy President and SVP Public Policy and Government Affairs, PepsiCo, on how the policy function has had to adapt during the pandemic

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  17. WFA Better Marketing Pod Ep 5: On digital transformation with L'Oréal’s Lubomira Rochet
    Expert opinionVideo
    Advertising & policyMarketing technologyInclusive marketingDigital media transformationMarketing capabilitiesMarketing technology

    WFA Better Marketing Pod Ep 5: On digital transformation with L'Oréal’s Lubomira Rochet

    WFA

    WFA Podcast host, David Wheldon, speaks with Lubomira Rochet, L'Oréal's Chief Digital Officer

    Read more about "WFA Better Marketing Pod Ep 5: On digital transformation with L'Oréal’s Lubomira Rochet"
  18. 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"
  19. 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"
  20. Six partner predictions for 2021
    Expert opinion
    Agency managementMarketing strategyMarketing structureMarketing capabilitiesMarketing operationsMarketing strategy

    Six partner predictions for 2021

    WFA

    Six of WFA’s strategic partners share their views on what will define marketing for the year ahead

    Read more about "Six partner predictions for 2021"
  21. In the spotlight: Bulgarian Association of Advertisers’ Rossen Missov
    Expert opinion

    In the spotlight: Bulgarian Association of Advertisers’ Rossen Missov

    Rossen Missov

    Meet Rossen Missov, Executive Director of BAA

    Read more about "In the spotlight: Bulgarian Association of Advertisers’ Rossen Missov"