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. Facing the Firestorm
    Expert opinion
    Inclusive marketing

    Facing the Firestorm

    Sebastian Parker & Ishani Rege

    How can brands be resilient in polarised times? Sebastian Parker and Ishani Rege from Creative Equals, WFA's strategic partner for Diversity, Equity and Inclusion, sum up the key lessons from a recent WFA webinar on campaign backlash.

    Read more about "Facing the Firestorm"
  2. CMO Forum APAC meeting overview (April 2024)
    Event reports
    Retail media & ecommerce

    CMO Forum APAC meeting overview (April 2024)

    WFA

    Overview of the WFA CMO Forum Asia Pacific held in person in Singapore

    Read more about "CMO Forum APAC meeting overview (April 2024)"
  3. Spotlight: The Democratisation of Virtual Production
    Video
    CreativityMarketing procurementAIMarketing procurement

    Spotlight: The Democratisation of Virtual Production

    WFA

    The past few years have seen the emergence and evolution of virtual production.

    Read more about "Spotlight: The Democratisation of Virtual Production"
  4. Navigating the Complexity of Marketing Capability Measurement
    Report
    Marketing capabilitiesMarketing operations

    Navigating the Complexity of Marketing Capability Measurement

    Julia Kraft

    Proving the impact of capability building is vital, says WFA Associate Director, Global Marketing Services, Julia Kraft, as she outlines the latest report from the WFA Marketing Capability Forum.

    Read more about "Navigating the Complexity of Marketing Capability Measurement"
  5. The DSA implementation and enforcement tracker
    Advertising & policyDigital policy

    The DSA implementation and enforcement tracker

    WFA

    A tracker of the implementation measures taken by key online platforms to meet the advertising-related obligations in the EU’s Digital Services Act, and of the enforcement cases of relevance to advertisers.

    Read more about "The DSA implementation and enforcement tracker"
  6. WFA Media Forum March 2024: Forum Connect Amsterdam
    Event reports
    Marketing effectivenessMedia transformation

    WFA Media Forum March 2024: Forum Connect Amsterdam

    WFA

    Forum Connect in Amsterdam brought together four peer groups (Media, CMO, Insights, Sourcing) around the common theme of ‘integration’.

    Read more about "WFA Media Forum March 2024: Forum Connect Amsterdam"
  7. Marketing Capability Forum Meeting Overview (March 2024)
    Event reports
    Marketing effectivenessMarketing capabilities

    Marketing Capability Forum Meeting Overview (March 2024)

    WFA

    Overview of Marketing Capability Forum held remotely on 21st March 2024.

    Read more about "Marketing Capability Forum Meeting Overview (March 2024)"
  8. Mastercard - A Journey to reach Net Zero by 2040
    Sustainability

    Mastercard - A Journey to reach Net Zero by 2040

    WFA

    In a world where sustainability is no longer a choice but a necessity, Mastercard embarked on an ambitious journey to reach Net Zero by 2040.

    Read more about "Mastercard - A Journey to reach Net Zero by 2040"
  9. Media price inflation falls marginally in WFA Outlook poll of predictions
    Report
    Cross-media measurement

    Media price inflation falls marginally in WFA Outlook poll of predictions

    Tom Ashby

    TV inflation cools globally, and particularly in the US, but growth in retail media is fuelling higher prices around the world. Tom Ashby, Global Lead, Media at the WFA, breaks down key trends by channel and market.

    Read more about "Media price inflation falls marginally in WFA Outlook poll of predictions"
  10. Measuring Marketing Capability Impact
    Report
    Marketing effectivenessMarketing capabilities

    Measuring Marketing Capability Impact

    WFA

    WFA report on marketing capability impact measurement, conducted in partnership with Oxford.

    Read more about "Measuring Marketing Capability Impact"
  11. Benchmark
    Marketing procurementMarketing procurement

    Benchmark: Recommended social media agencies in South-East Europe

    WFA

    WFA member benchmark on recommended social media agencies in South-East Europe.

    Read more about "Benchmark: Recommended social media agencies in South-East Europe"
  12. TPA Taskforce overview (April 2024)
    Event reports
    Advertising & policyDigital policyPrivacy & tech

    TPA Taskforce overview (April 2024)

    WFA

    Overview of the Transparency in Political Advertising (TPA) Taskforce meeting held remotely on 4 April 2024

    Read more about "TPA Taskforce overview (April 2024)"
  13. WFA Media Forum April 2024: AI and Retail Media
    Video
    Marketing effectiveness

    WFA Media Forum April 2024: AI and Retail Media

    WFA

    Introduction to WFA AI Community & Retail Media deep dive.

    Read more about "WFA Media Forum April 2024: AI and Retail Media"
  14. Halo CMM Community Townhall Meeting
    Video
    Cross-media measurement

    Halo CMM Community Townhall Meeting

    WFA

    Discover the Future of Cross-Media Measurement

    Read more about "Halo CMM Community Townhall Meeting"
  15. APAC Spotlight: Creative briefing - using AI to stoke EI
    VideoWebinar
    CreativityMarketing technologyAIDigital media transformationMarketing technology

    APAC Spotlight: Creative briefing - using AI to stoke EI

    WFA

    WFA members have always been quite humble in accepting that their briefing processes have enormous room for improvement. Bad briefs are said to cost the global economy $200 Billion in lost opportunity annually.

    Read more about "APAC Spotlight: Creative briefing - using AI to stoke EI"
  16. Benchmark: AI in the Insights practice
    Benchmark
    AI

    Benchmark: AI in the Insights practice

    WFA

    WFA member benchmark exploring how WFA members are incorporating AI in their insights practice.

    Read more about "Benchmark: AI in the Insights practice"
  17. WFA Sourcing x Tech and Privacy Forum (March 2024, remote)
    Event reports
    Marketing procurementMarketing procurement

    WFA Sourcing x Tech and Privacy Forum (March 2024, remote)

    WFA

    Overview of the WFA Sourcing x Tech & Privacy Forum meeting, held remotely on 26th March 2024

    Read more about "WFA Sourcing x Tech and Privacy Forum (March 2024, remote)"
  18. WFA Better Marketing Pod Ep 31: On the evolution of creativity with Claire Beale and Sonoo Singh, Creative Salon
    Video
    Agency managementCreativity

    WFA Better Marketing Pod Ep 31: On the evolution of creativity with Claire Beale and Sonoo Singh, Creative Salon

    WFA

    In episode 31 of the Better Marketing Pod, host David Wheldon speaks with Creative Salon founders Claire Beale and Sonoo Singh on why clients should champion creativity, how to attract young talent and the future of the profession in a technology-driven world.

     

    Read more about "WFA Better Marketing Pod Ep 31: On the evolution of creativity with Claire Beale and Sonoo Singh, Creative Salon"
  19. GenAI and the marketing essentials that won’t change
    Expert opinion
    Marketing technologyAIMarketing technology

    GenAI and the marketing essentials that won’t change

    Laura Forcetti

    As more brands and agencies get excited by generative AI (GenAI), WFA’s Director of Global Sourcing, Laura Forcetti, hosted a panel at Spikes Asia exploring the intersection between GenAI and the foundations of effective marketing. Here are the key lessons:

    Read more about "GenAI and the marketing essentials that won’t change"
  20. Trust me when I tell you this about the state of creativity…
    Expert opinion
    Creativity

    Trust me when I tell you this about the state of creativity…

    Arwa Mahdawi

    We’ll only get better, more effective campaigns when agencies can persuade clients to trust them. Arwa Madhawi explores the business case.

    Read more about "Trust me when I tell you this about the state of creativity…"
  21. Insight Forum Connect meeting overview (March 2024)
    Event reports

    Insight Forum Connect meeting overview (March 2024)

    WFA

    Overview of the Insight Forum held in Amsterdam, March 2024

    Read more about "Insight Forum Connect meeting overview (March 2024)"