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. Dutch industry charts a course for retail media
    News
    Retail media & ecommerce

    Dutch industry charts a course for retail media

    WFA

    Advertisers, agencies and retailers in the Netherlands publish a first mapping of the retail media landscape and reach initial agreements on measurement

    Read more about "Dutch industry charts a course for retail media"
  2. Most brands admit they fail to deliver consistent creative excellence
    Press releasesReport
    CreativityCMO Forum

    Most brands admit they fail to deliver consistent creative excellence

    WFA

    New research from WFA and LIONS reveals slow progress for many advertisers in prioritising creative excellence and identifying the role AI can play.

    Just one in three are using AI to go beyond efficiencies to deliver better creative.

    Read more about "Most brands admit they fail to deliver consistent creative excellence"
  3. The commercial power of brands - research spotlight
    News
    Marketing effectiveness

    The commercial power of brands - research spotlight

    WFA

    Study from Norway shows the effect of brands in keyword advertising

    Read more about "The commercial power of brands - research spotlight"
  4. The rise of principal media - research spotlight
    News
    Client & agency relations

    The rise of principal media - research spotlight

    WFA

    A new ANA study and recent guidance from ISBA on principal media highlight that the marketing industry is embracing new ways of buying media faster than it is putting guardrails in place.

    Read more about "The rise of principal media - research spotlight"
  5. Leadership changes in Kenya, Malaysia and Paraguay
    News

    Leadership changes in Kenya, Malaysia and Paraguay

    WFA

    MSK (Kenya) appoints new CEO

    MAA (Malaysia), CAP (Paraguay) and national associations across Europe elect new board leadership

    Read more about "Leadership changes in Kenya, Malaysia and Paraguay"
  6. WFA releases new report on AI visibility and discoverability
    Guides & templatesReport
    AI

    WFA releases new report on AI visibility and discoverability

    WFA

    The Future of Discoverability is designed to share best practice for brand marketers in the age of AI-powered search.

    Read more about "WFA releases new report on AI visibility and discoverability"
  7. Cross-media measurement takes shape in Spain with MAPA
    News
    Cross-media measurement

    Cross-media measurement takes shape in Spain with MAPA

    WFA

    AEA leads development of Spanish cross-media measurement solution

    Read more about "Cross-media measurement takes shape in Spain with MAPA"
  8. Six tensions reshaping consumer culture right now
    Expert opinionVideo
    Trends & forecastsCulture

    Six tensions reshaping consumer culture right now

    Katrina Dodd

    How people relate to media, ambition, technology and each other is changing. Katrina Dodd, Trends Editor at Contagious, shares on the tensions that are reshaping consumer behaviour in 2026.

    Read more about "Six tensions reshaping consumer culture right now"
  9. Go big on media spend or go home, marketers told
    Expert opinion
    Media & analyticsMarketing effectiveness

    Go big on media spend or go home, marketers told

    WFA

    Marketing effectiveness guru Les Binet outlines the importance of advertising investment to drive growth at WFA's Media Forum in Stockholm, part of Global Marketer Week 2026.

    Read more about "Go big on media spend or go home, marketers told"
  10. Reflections from 50 conversations with the world’s top marketing minds
    Expert opinion
    Marketing strategyMarketing strategy

    Reflections from 50 conversations with the world’s top marketing minds

    WFA

    Recording from Stockholm during WFA Global Marketer Week, in this episode David Wheldon reflects on what he has learned from CMOs and other top marketing thinkers over the first 50 episodes of the Better Marketing Podcast.

    Read more about "Reflections from 50 conversations with the world’s top marketing minds"
  11. Global marketers share what's on their Cannes to-do list
    Expert opinion
    Cannes Lions

    Global marketers share what's on their Cannes to-do list

    WFA

    Leaders from Arla Foods, Axa, Carlsberg, LEGO Group, L'Oréal, Mars, P&G, Reckitt, The Magnum Ice Cream Company on what they are looking to see on the agenda at Cannes

    Read more about "Global marketers share what's on their Cannes to-do list"
  12. How should marketers respond to AI?
    Expert opinion
    AI

    How should marketers respond to AI?

    WFA

    What is the best way to incorporate AI into a marketing organisation? Leading marketers from Arla Foods, Carlsberg, LEGO, L'Oreal, Mars, Opella, Pernod Ricard, P&G, Reckitt, The Magnum Ice Cream Company share their views.

    Read more about "How should marketers respond to AI?"
  13. How can marketing drive business growth?
    Expert opinion
    Trends & forecasts

    How can marketing drive business growth?

    WFA

    Senior marketer leaders from Asahi, Driscolls, LEGO Group, L’Oréal, Opella, Pernod Ricard, P&G, Reckitt share their one thing that will help the marketing function drive growth

    Read more about "How can marketing drive business growth?"
  14. Institute of Marketing in Malawi joins WFA
    News

    Institute of Marketing in Malawi joins WFA

    WFA

    IMM joins WFA's network of national associations in more than 60 countries

    Read more about "Institute of Marketing in Malawi joins WFA"
  15. What brand purpose really does
    Event reports
    Brand purpose

    What brand purpose really does

    Chrystal Yeong

    At this year’s Campaign360 in Singapore, WFA’s Asia Advisory Board unpacked one of marketing’s most over-romanticised constructs: brand purpose. Chrystal Yeong, Senior Manager, Global Marketing Services at WFA, reports.

    Read more about "What brand purpose really does"
  16. Marketing transformation a permanent state for multinationals, according to new WFA research
    Report
    Marketing strategyMarketing strategy

    Marketing transformation a permanent state for multinationals, according to new WFA research

    WFA

    Nearly all large companies are in transformation mode and four out of five now treat it as permanent state of affairs

    Key determinant of success is the CMO’s willingness to balance their skillset and approach

    Read more about "Marketing transformation a permanent state for multinationals, according to new WFA research"
  17. Google's VP Global Ads Dan Taylor: “AI is more of a leadership than a technology challenge"
    Expert opinion
    Trends & forecasts

    Google's VP Global Ads Dan Taylor: “AI is more of a leadership than a technology challenge"

    WFA

    In this episode David Wheldon talks with Dan Taylor, VP Global Ads at Google, about how to drive real business value and have clearer conversations with the CFO.

    Read more about "Google's VP Global Ads Dan Taylor: “AI is more of a leadership than a technology challenge""
  18. WFA President’s Awards recognise eight outstanding initiatives around the world
    Press releases
    President's Awards

    WFA President’s Awards recognise eight outstanding initiatives around the world

    WFA

    Industry associations from Brazil, Colombia, Finland, the Netherlands, Nigeria, Norway, Sweden and USA all recognised for outstanding marketing leadership

    Read more about "WFA President’s Awards recognise eight outstanding initiatives around the world"
  19. Unpredictable is the new normal for business, WFA research
    Survey
    Trends & forecasts

    Unpredictable is the new normal for business, WFA research

    WFA

    Geopolitics, economic outlook and AI are the top perceived sources of risk

    Budgets under greater scrutiny (up 18% to 97%) and 23% more multinationals (up to 92%) are looking to internal collaboration to minimise dangers

    Read more about "Unpredictable is the new normal for business, WFA research"
  20. WFA names new leadership team for 2026
    Press releases
    Global Marketer Week

    WFA names new leadership team for 2026

    WFA

    Marketers from Driscoll’s, Ikea and Nissan join Executive Committee

    Read more about "WFA names new leadership team for 2026"
  21. Global Marketer Week kicks off in Stockholm
    News
    Global Marketer Week

    Global Marketer Week kicks off in Stockholm

    WFA

    A day-by-day summary of WFA's flagship event

    Read more about "Global Marketer Week kicks off in Stockholm"