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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All knowledge & updates

  1.    From AI to Audiences: Key Takeaways from Global Marketer Week 2024
    CreativityMarketing technologyAIMarketing technologyMarketing technology

    From AI to Audiences: Key Takeaways from Global Marketer Week 2024

    It was a massive week of insights and inspiration in Toronto. Brenna Brandes, Junior Marketing Services Manager at WFA, picks out…

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  2.    This month in AI: new tools, content labelling, voice cloning and licensing deals
    Digital policyMarketing technologyAIMarketing technologyMarketing technology

    This month in AI: new tools, content labelling, voice cloning and licensing deals

    In today’s rapidly changing digital and technological landscape, keeping pace with the latest trends can be challenging.…

    Read more about "This month in AI: new tools, content labelling, voice cloning and licensing deals"
  3.    This month in AI: brands say no to agencies, paid AI search, new regulations and the rise of AI influencers
    Digital policyAI

    This month in AI: brands say no to agencies, paid AI search, new regulations and the rise of AI influencers

    In today’s rapidly changing digital and technological landscape, keeping pace with the latest trends can be challenging. As AI…

    Read more about "This month in AI: brands say no to agencies, paid AI search, new regulations and the rise of AI influencers"
  4.    Facing the Firestorm

    Facing the Firestorm

    How can brands be resilient in polarised times? Sebastian Parker and Ishani Rege from Creative Equals, WFA's strategic partner for…

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  5.    GenAI and the marketing essentials that won’t change
    Marketing technologyAIMarketing technologyMarketing technology

    GenAI and the marketing essentials that won’t change

    As more brands and agencies get excited by generative AI (GenAI), WFA’s Director of Global Sourcing, Laura Forcetti, hosted a…

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

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

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

    Read more about "Trust me when I tell you this about the state of creativity…"
  7.    A CMOs Wake Up Call - not Who but How

    A CMOs Wake Up Call - not Who but How

    An Agency Mania Solutions article exploring why CMOs must shift their mindset and focus from "which agencies shoud I hire?" to "How…

    Read more about "A CMOs Wake Up Call - not Who but How"
  8.    CMO: The impossible job?

    CMO: The impossible job?

    Has CMO become an impossible job? Five industry leaders share their view.

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  9.    Green claims rules could be good for brands

    Green claims rules could be good for brands

    Not every piece of regulation is bad news for brands. WFA Policy Manager Fraser Bridges explains why the EU’s latest green…

    Read more about "Green claims rules could be good for brands"
  10.    Six WFA partner predictions for 2024
    Diversity & Inclusion

    Six WFA partner predictions for 2024

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

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

    Aude Gandon, Global Chief Marketing Officer at Nestlé, is one of the five global marketers shortlisted for the WFA…

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

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

    Morgan Flatley, Global Chief Marketing Officer & Head of New Business Ventures at McDonald's, is one of the five global…

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

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

    Asmita Dubey, Chief Digital & Marketing Officer at L’Oréal, is one of the five global marketers…

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

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

    Marcel Marcondes, Global Chief Marketing Officer at AB InBev, is one of the five global marketers shortlisted for the WFA…

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

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

    Lisa McKnight, EVP, Chief Brand Officer at Mattel, is one of the five global marketers shortlisted for the WFA Global Marketer of…

    Read more about "Lisa McKnight, Global Marketer of 2023 nominee: “We really painted the world pink""
  16.    Successes in a tough year

    Successes in a tough year

    The world keeps throwing up new challenges, but marketers show that collaboration can be a powerful solution to even the toughest…

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  17.    The big themes for 2024

    The big themes for 2024

    The WFA’s experts identify five areas for action in the year to come.

    Read more about "The big themes for 2024"
  18.    COP28 – over to business

    COP28 – over to business

    The latest climate conference is a mixed bag, resistance to change at a political level, combined with people driving real business…

    Read more about "COP28 – over to business"
  19.    Keeping the faith in humanity (in marketing)

    Keeping the faith in humanity (in marketing)

    This year’s Most Contagious highlighted the need for empathy combined with data and insights to create impactful and…

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  20.    Pitch Management - Key Stages for Success
    Agency review & pitching

    Pitch Management - Key Stages for Success

    Agency pitches are large-scale, business-critical undertakings involving many stakeholders, significant time and effort. This…

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  21.    What marketers need from COP28

    What marketers need from COP28

    2023 marks the halfway point to achieving the United Nations Sustainable Development Goals (SDGs). During COP28, the world will also…

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