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. Spotlight: The Evolution of Sponsorship
    Video

    Spotlight: The Evolution of Sponsorship

    WFA

    Sponsorship has grown up.

    For many brands, sponsorship used to be viscerally driven, often without any strategy and often directed by passion points that sat with executives. A brand might have sponsored cricket, for example, because the president of the company liked cricket. Success metrics were along the lines of: the president was happy, the camera-visible signage looked good, the sales team brought people (maybe customers, maybe family, maybe colleagues) to matches, and everyone had a ‘good time’.

    Read more about "Spotlight: The Evolution of Sponsorship"
  2. The year ahead for procurement
    Marketing procurementMarketing procurement

    The year ahead for procurement

    Laura Forcetti

    Marketing procurement has clear priorities for 2024. Laura Forcetti, Director of Global Marketing Sourcing Services, identifies seven areas where the magnifying glass is likely to focus.

    Read more about "The year ahead for procurement"
  3. Reckitt - Virtual Productions
    Case studies
    Sustainability

    Reckitt - Virtual Productions

    WFA

    Reckitt embraces their virtual studio, so they can move at pace and at scale, be more creative than ever before and have less impact on the environment.

    Read more about "Reckitt - Virtual Productions"
  4. Unpacking the Digital Services Act: A Q&A session with Google
    Event reports
    Advertising & policyDigital policy

    Unpacking the Digital Services Act: A Q&A session with Google

    WFA

    A Q&A session to understand how Google is implementing the Digital Services Act and how it will impact advertising on its services.

    Read more about "Unpacking the Digital Services Act: A Q&A session with Google"
  5. Benchmark
    Marketing procurementGamingMarketing procurement

    Benchmark: recommended sponsorship activation partners

    WFA

    WFA member benchmark on recommended sponsorship activation partners, specifically landing in gaming, music and activating rights in creative, BTL and digital.

    Read more about "Benchmark: recommended sponsorship activation partners"
  6. WFA Media Forum January 2024: Community Priorities, Accessibility, Sustainability
    Video
    Marketing effectiveness

    WFA Media Forum January 2024: Community Priorities, Accessibility, Sustainability

    WFA

    The first meeting of the WFA Media Community in 2024.

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  7. Spotlight: Search Engine Optimisation (SEO)
    Video
    AI

    Spotlight: Search Engine Optimisation (SEO)

    WFA

    The search landscape is evolving faster than ever before, and with the advent of AI this is only going to continue.

    Read more about "Spotlight: Search Engine Optimisation (SEO)"
  8. The new rules for successful insights teams
    Report
    Media & analytics

    The new rules for successful insights teams

    Ioana Danila

    New WFA research, conducted in partnership with Human8, provides a clear roadmap that enables global insights leaders to deliver maximum impact. Ioana Danila, Senior Manager, Global Insights at WFA, explains. 

    Read more about "The new rules for successful insights teams"
  9. Expert opinion

    Green claims rules could be good for brands

    Rebecka Allén

    Not every piece of regulation is bad news for brands. WFA Policy Manager Fraser Bridges explains why the EU’s latest green claims rules could help the industry and why legislators need to be wary of ‘disempowering’ consumers when it comes to the Green Transition.

    Read more about "Green claims rules could be good for brands"
  10. Six WFA partner predictions for 2024
    Expert opinion
    Inclusive marketing

    Six WFA partner predictions for 2024

    WFA

    Six of WFA's strategic partners of WFA share their global marketing predictions for 2024.

    Read more about "Six WFA partner predictions for 2024"
  11. Pernod Ricard - Kahlúa's sustainable coffee farming
    Case studies
    Sustainability

    Pernod Ricard - Kahlúa's sustainable coffee farming

    WFA

    In 2017, Kahlúa embarked on a 10-year programme to develop sustainable coffee farming in its home region of Veracruz, Mexico. The goal was to source 100% of its coffee from sustainable sources by 2022 and improve the lot of local coffee farmers.

    Read more about "Pernod Ricard - Kahlúa's sustainable coffee farming"
  12. WFA Sourcing Forum (January 2024, remote)
    Event reports
    Marketing procurementMarketing procurement

    WFA Sourcing Forum (January 2024, remote)

    WFA

    Overview of the WFA Sourcing Forum meeting, held remotely on 10th January 2024

    Read more about "WFA Sourcing Forum (January 2024, remote)"
  13. Arla - Reducing the emissions from campaign productions
    Case studies
    Sustainability

    Arla - Reducing the emissions from campaign productions

    WFA

    Together with production agency Tag, Arla measured and reduced the CO2 emissions from three campaign shoot productions.

    Read more about "Arla - Reducing the emissions from campaign productions"
  14. Aude Gandon, Global Marketer of 2023 nominee: “Sports can be a fantastic teacher for children”
    Expert opinionVideo
    Global Marketer of the Year

    Aude Gandon, Global Marketer of 2023 nominee: “Sports can be a fantastic teacher for children”

    WFA

    Aude Gandon, Global Chief Marketing Officer at Nestlé, is one of the five global marketers shortlisted for the WFA Global Marketer of the Year award. Aude talks to us about 2023: creative transformation across 188 markets, net zero commitments, B-Corp and marketing ROI. In partnership with The Drum.

    Read more about "Aude Gandon, Global Marketer of 2023 nominee: “Sports can be a fantastic teacher for children”"
  15. Morgan Flatley, Global Marketer of 2023 nominee: “Marketing is very central to our corporate strategy"
    Expert opinionVideo
    Global Marketer of the Year

    Morgan Flatley, Global Marketer of 2023 nominee: “Marketing is very central to our corporate strategy"

    WFA

    Morgan Flatley, Global Chief Marketing Officer & Head of New Business Ventures at McDonald's, is one of the five global marketers shortlisted for the WFA Global Marketer of the Year award. Morgan talks to us about 2023: lifting and shifting creativity & innovation, Grimace, raising your arches and driving business results through great marketing. In partnership with The Drum.

    Read more about "Morgan Flatley, Global Marketer of 2023 nominee: “Marketing is very central to our corporate strategy""
  16. Asmita Dubey, Global Marketer of 2023 nominee: “Augmented marketing is a meeting ground for the left and right brain"
    Expert opinionVideo
    Global Marketer of the Year

    Asmita Dubey, Global Marketer of 2023 nominee: “Augmented marketing is a meeting ground for the left and right brain"

    WFA

    Asmita Dubey, Chief Digital & Marketing Officer at L’Oréal, is one of the five global marketers shortlisted for the WFA Global Marketer of Year award. Asmita talks to us about 2023: beauty tech, beauty seekers and augmented marketing. In partnership with The Drum.

    Read more about "Asmita Dubey, Global Marketer of 2023 nominee: “Augmented marketing is a meeting ground for the left and right brain""
  17. Marcel Marcondes, Global Marketer of 2023 nominee: “Finding creative ways to solve business & consumer problems generates effectiveness"
    Expert opinionVideo
    Global Marketer of the Year

    Marcel Marcondes, Global Marketer of 2023 nominee: “Finding creative ways to solve business & consumer problems generates effectiveness"

    WFA

    Marcel Marcondes, Global Chief Marketing Officer at AB InBev, is one of the five global marketers shortlisted for the WFA Global Marketer of the Year award. Marcel talks to us about 2023: creative transformation, the impact of a global campaign in 70 markets in 48 hours and the importance of humility. In partnership with The Drum.

    Read more about "Marcel Marcondes, Global Marketer of 2023 nominee: “Finding creative ways to solve business & consumer problems generates effectiveness""
  18. Lisa McKnight, Global Marketer of 2023 nominee: “We really painted the world pink"
    Expert opinionVideo
    Global Marketer of the Year

    Lisa McKnight, Global Marketer of 2023 nominee: “We really painted the world pink"

    WFA

    Lisa McKnight, EVP, Chief Brand Officer at Mattel, is one of the five global marketers shortlisted for the WFA Global Marketer of the Year award. Lisa talks to us about 2023: toys made from ocean-bound plastic, girl empowerment and, of course, Barbie. In partnership with The Drum.

    Read more about "Lisa McKnight, Global Marketer of 2023 nominee: “We really painted the world pink""
  19. Insight Forum Connect meeting overview (November 2023)
    Event reports
    Marketing effectiveness

    Insight Forum Connect meeting overview (November 2023)

    WFA

    Overview of the Insight Forum held in New York City in November 2023

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  20. Benchmark: Measuring the ROI of the Insights function
    Benchmark

    Benchmark: Measuring the ROI of the Insights function

    WFA

    WFA member benchmark on the importance of demonstrating the return of investment (ROI) of Insights & Analytics function.

    Read more about "Benchmark: Measuring the ROI of the Insights function"
  21. Benchmark: Consumer Intimacy Programs
    Benchmark
    Media & analytics

    Benchmark: Consumer Intimacy Programs

    WFA

    WFA member benchmark on perspectives on Consumer Intimacy Programs

    Read more about "Benchmark: Consumer Intimacy Programs"