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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.    New guide addressing Diversity & Inclusion in brand safety
    Advertising & policyInclusive marketing

    New guide addressing Diversity & Inclusion in brand safety

    The guide has been developed by the European Association of Communication Agencies (EACA)

    Read more about "New guide addressing Diversity & Inclusion in brand safety"
  2.    Beyond Gender 2: The impact of intersectionality in advertising
    Inclusive marketing

    Beyond Gender 2: The impact of intersectionality in advertising

    The second Beyond Gender report offers valuable insight on intersectionality in advertising, supporting the Unstereotype Alliance's goal of eradicating harmful stereotypes from advertising and media.

    Read more about "Beyond Gender 2: The impact of intersectionality in advertising"
  3.    Promoting diversity and inclusion in advertising: a UNICEF playbook
    Inclusive marketing

    Promoting diversity and inclusion in advertising: a UNICEF playbook

    Advertising can be a force for good that promotes change towards a more diverse and inclusive world. To help marketeers in this effort, UNICEF presented their "Promoting diversity and inclusion in advertising" playbook.

    Read more about "Promoting diversity and inclusion in advertising: a UNICEF playbook"
  4. Advertising & policyInclusive marketing

    First-ever DEI Census reveals major challenges around family status, age, gender, ethnicity and disability

    Most common forms of discrimination globally were reported on the basis of age and family status

    Women and ethnic minorities in the marketing industry report poorer lived experiences than men and ethnic majorities

    But marketing still outperforms many other industries globally on DEI

    Read more about "First-ever DEI Census reveals major challenges around family status, age, gender, ethnicity and disability"
  5.    Industry’s unprecedented show of unity to tackle DEI
    Inclusive marketing

    Industry’s unprecedented show of unity to tackle DEI

    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.

    Read more about "Industry’s unprecedented show of unity to tackle DEI"
  6.    Unstereotype Alliance 'State of the Industry' report 2021
    Inclusive marketing

    Unstereotype Alliance 'State of the Industry' report 2021

    Global action platform report identifies key goals and recommendations for the marketing industry to improve diversity and inclusion.

    Read more about "Unstereotype Alliance 'State of the Industry' report 2021"
  7.    Gender Bias & Inclusion in Advertising in India
    Inclusive marketing

    Gender Bias & Inclusion in Advertising in India

    A Unicef-Geena Davis Institute for Gender in Media analysis of gender representation in 1,000 most viewed advertisements in India on TV and YouTube during 2019

    Read more about "Gender Bias & Inclusion in Advertising in India"
  8.    Case study | Dove: Show Us. It's On Us
    Inclusive marketing

    Case study | Dove: Show Us. It's On Us

    FMCG giant spurs brands to be more inclusive by funding diverse casting costs

    This article was originally published in Contagious I/O on 26 March 2021

    Read more about "Case study | Dove: Show Us. It's On Us"
  9.    WFA launches guide to diversity and representation through the creative funnel
    Inclusive marketing

    WFA launches guide to diversity and representation through the creative funnel

    Comprehensive framework details potential issues at every stage of the creative process

    Read more about "WFA launches guide to diversity and representation through the creative funnel"
  10.    Delivering diversity is a must-pass test
    Inclusive marketing

    Delivering diversity is a must-pass test

    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"
  11.    Insight & Strategy | Mattel: Creatable World
    Inclusive marketing

    Insight & Strategy | Mattel: Creatable World

    Why a toy maker decided to remodel conventions with a genderless doll range

    This article was originally published in Contagious I/O on 2 December 2019

    Read more about "Insight & Strategy | Mattel: Creatable World"
  12.    Case study | Dove: Women like us

    Case study | Dove: Women like us

    Personal care brand partners with stock image supplier to challenge public perception of women

    This article was originally published in Contagious I/O on 4 April 2019.

    Read more about "Case study | Dove: Women like us"
  13. Advertising & policyInclusive marketing

    WFA Better Marketing Pod Ep.1: Diversity & Inclusion

    David Wheldon speaks to WFA’s Global Diversity Ambassadors, Belinda Smith and Jerry Daykin

    Read more about "WFA Better Marketing Pod Ep.1: Diversity & Inclusion"
  14.    Inclusive Visual Search Guide
    Media & analytics

    Inclusive Visual Search Guide

    Getty Images has released an Inclusive Visual Search Guide to assist brands and businesses in making intentional content choices which drive authentic and inclusive representation in visual communications.

    Read more about "Inclusive Visual Search Guide"
  15.    Visual GPS Summer Update

    Visual GPS Summer Update

    New research by Getty Images shows that almost eight in ten people globally expect that companies and brands will be consistently committed to inclusivity and diversity in their advertising and say brands still need to go further to achieve genuine representation

    Read more about "Visual GPS Summer Update"
  16.    What YouTube ads reveal about gender bias in marketing (2019)

    What YouTube ads reveal about gender bias in marketing (2019)

    Study uncovers some of the problems around gender representation in YouTube advertising across different verticals

    Read more about "What YouTube ads reveal about gender bias in marketing (2019)"
  17.    Advertising standards and practices on non-discrimination

    Advertising standards and practices on non-discrimination

    This report presents the results of a survey carried out in 21 markets to have a better understanding of the standards and practices around discrimination issues in advertising.
    Read more about "Advertising standards and practices on non-discrimination"
  18.    Time to stop covering up our diversity
    Advertising & policyInclusive marketing

    Time to stop covering up our diversity

    We're at an important moment in the diversity conversation and understanding 'covering up' is part of unpacking that, says Jerry Daykin, Senior Media Director EMEA at GSK Consumer Healthcare and WFA Global Diversity and Inclusion Ambassador.

    Read more about "Time to stop covering up our diversity"
  19.    Bias and Inclusion in Advertising: An analysis of 2019 Cannes Lions Work

    Bias and Inclusion in Advertising: An analysis of 2019 Cannes Lions Work

    This study examines representations of gender, race/ethnicity, LGBTQ+, disability, age, and body size in Cannes Lions ads from 2006-2019, with a focus on new findings from 2019. This is the first public report to analyze all six key identity groups in film-based advertising. We also include an intersectional profile for each identity group.

    Read more about "Bias and Inclusion in Advertising: An analysis of 2019 Cannes Lions Work"
  20.    UK Advertising Needs You

    UK Advertising Needs You

    A showcase for Diversity and Inclusion initiatives in the UK ad industry.

    Read more about "UK Advertising Needs You"
  21.    Seek out good actors and elevate them

    Seek out good actors and elevate them

    A view by Jerry Daykin, Media Director at GSK Consumer Healthcare

    Read more about "Seek out good actors and elevate them"