Posts about Brand purpose

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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. Brands say Responsible Marketing Frameworks are more important than ever but coverage of all the key issues remains patchy
    Press releasesBenchmark
    Advertising & policyBrand purposeDigital policyBrand reputationGlobal Marketer WeekInclusive marketingDigital media transformationMarketing operations

    Brands say Responsible Marketing Frameworks are more important than ever but coverage of all the key issues remains patchy

    WFA

    WFA research finds 88% of large corporates have a Responsible Marketing Framework but they rarely cover all priority areas; marketing and children, influencer marketing, data ethics, diversity and inclusion, responsible media and environmental sustainability.

    While 87% say they are increasingly critical, only 47% link their frameworks to ESG goals.

    Read more about "Brands say Responsible Marketing Frameworks are more important than ever but coverage of all the key issues remains patchy"
  2. WFA issues Global Media Charter 3.0
    Report
    Brand purposeBrand reputationCross-media measurement

    WFA issues Global Media Charter 3.0

    WFA

    The Charter 3.0 builds on progress made in areas of brand safety and measurement and identifies 5 priority areas covering competition, accountability, responsibility, sustainability and people.

    Read more about "WFA issues Global Media Charter 3.0"
  3. WFA launches Sustainable Marketing 2030 to close the gap between intent and action
    Press releases
    Advertising & policyBrand purposeBrand reputationGlobal Marketer WeekSustainabilityMarketing operations

    WFA launches Sustainable Marketing 2030 to close the gap between intent and action

    WFA

    Fewer than half of marketing departments have taken the lead in their sustainability journeys but the will to transform has grown

    Forty-one percent say they now have a sustainability story they are proud to communicate, up from 25% in 2021

    Read more about "WFA launches Sustainable Marketing 2030 to close the gap between intent and action"
  4. How do you create sustainable growth? 3 more experts share their views
    Expert opinion
    Advertising & policyBrand purposeBrand reputationGlobal Marketer WeekSustainability

    How do you create sustainable growth? 3 more experts share their views

    WFA

    Ahead of WFA Global Marketer Week in Istanbul, we asked three thought-leaders for their views on how to achieve the holy grail of sustainable growth

    Read more about "How do you create sustainable growth? 3 more experts share their views"
  5. WFA Better Marketing Pod Ep 25: On the role of business in reaching the sustainable development goals with Rob Cameron, Nestlé
    Video
    Advertising & policyBrand purpose

    WFA Better Marketing Pod Ep 25: On the role of business in reaching the sustainable development goals with Rob Cameron, Nestlé

    WFA

    WFA podcast host, David Wheldon, speaks with Rob Cameron, Global Head of Public Affairs at Nestlé, about what can marketers do to drive the sustainability agenda and the role of business in achieving the SDGs.

    Read more about "WFA Better Marketing Pod Ep 25: On the role of business in reaching the sustainable development goals with Rob Cameron, Nestlé"
  6. Cristina Diezhandino named WFA Global Marketer of the Year 2022
    News
    Brand purposeBrand reputationGlobal Marketer of the YearMarketing technologyMarketing structureCMO ForumDigital media transformationMarketing capabilitiesMarketing operationsMarketing technology

    Cristina Diezhandino named WFA Global Marketer of the Year 2022

    WFA

    Diageo’s Global Chief Marketing Officer, Cristina Diezhandino, has been named WFA Global Marketer of the Year 2022, after making the annual award’s shortlist for a second time in a row.

    Read more about "Cristina Diezhandino named WFA Global Marketer of the Year 2022"
  7. Reducing WFA’s carbon footprint
    Expert opinion
    Brand purposeSustainability

    Reducing WFA’s carbon footprint

    Hanne van de Ven

    WFA is committed to doing its part in the fight against climate change. WFA Senior Connections Manager, Hanne van de Ven, shares on the organisation's journey to reduce its event-related carbon footprint.

    Read more about "Reducing WFA’s carbon footprint"
  8. An unlikely destination
    Expert opinion
    Advertising & policyBrand purposeBrand reputation

    An unlikely destination

    Stephan Loerke

    WFA CEO Stephan Loerke reports back from COP27, where the real action is happening away from political leaders.

    Read more about "An unlikely destination"
  9. WFA Better Marketing Pod Ep 21: On brand building in the football industry with Roel de Vries, City Football Group
    Expert opinionVideo
    Brand purposeBrand reputationMarketing structureMarketing operations

    WFA Better Marketing Pod Ep 21: On brand building in the football industry with Roel de Vries, City Football Group

    WFA

    WFA podcast host, David Wheldon, speaks with Roel de Vries, Group Chief Operating Officer at City Football Group, about the ins and outs of the football business, and the similarities and differences between Tokyo and Manchester.

    Read more about "WFA Better Marketing Pod Ep 21: On brand building in the football industry with Roel de Vries, City Football Group"
  10. WFA Better Marketing Pod Ep 20: On diversity and cultural relevance with Susan Akkad, The Estée Lauder Companies
    Expert opinionVideo
    Advertising & policyBrand purposeMarketing structureMarketing operations

    WFA Better Marketing Pod Ep 20: On diversity and cultural relevance with Susan Akkad, The Estée Lauder Companies

    WFA

    WFA podcast host, David Wheldon, speaks with Susan Akkad, Senior Vice President, Local and Cultural Platforms, Corporate Innovation at The Estée Lauder Companies, about the importance for brands to listen and cater to diverse audiences to stay relevant. 

    Read more about "WFA Better Marketing Pod Ep 20: On diversity and cultural relevance with Susan Akkad, The Estée Lauder Companies"
  11. Expert opinionVideo
    Brand purposeBrand reputationMarketing structure

    My top 10 take-outs from talking to marketing's brightest minds

    David Wheldon

    The biggest brains in marketing offer their top tips to smarter, more effective marketing. David Wheldon highlights 10 great pieces of advice from recent episodes of the WFA’s Better Marketing podcast

    Read more about "My top 10 take-outs from talking to marketing's brightest minds"
  12. WFA launches Global Marketer of the Year 2022
    Press releases
    Brand purposeBrand reputationCreativityGlobal Marketer of the YearMarketing effectivenessMarketing structureContent marketingMarketing capabilitiesMarketing operations

    WFA launches Global Marketer of the Year 2022

    WFA

    Partners with The Drum to celebrate global and regional marketers and the work they do to strengthen their brands and businesses

    New WFA Hall of Fame celebrates the work of all the marketers who have been shortlisted in the five previous rounds of the award

    Read more about "WFA launches Global Marketer of the Year 2022"
  13. WFA introduces Global Marketer Hall of Fame
    News
    Brand purposeBrand reputationCreativityGlobal Marketer of the Year

    WFA introduces Global Marketer Hall of Fame

    WFA

    The initiative celebrates leaders who have been nominated for WFA's Global Marketer of the Year

    Read more about "WFA introduces Global Marketer Hall of Fame"
  14. WFA Better Marketing Pod Ep 19: On redefining creative excellence with David Droga
    Expert opinionVideo
    Advertising & policyBrand purposeMarketing structureMarketing operations

    WFA Better Marketing Pod Ep 19: On redefining creative excellence with David Droga

    WFA

    WFA podcast host, David Wheldon, speaks with David Droga, CEO and Creative Chairman of Accenture Song, about his journey from the mailroom in Australia to the highest seat in Accenture's creative powerhouse – and where the agency’s name comes from.

    Read more about "WFA Better Marketing Pod Ep 19: On redefining creative excellence with David Droga"
  15. How seriously is the industry taking sustainability?
    Expert opinion
    Advertising & policyBrand purposeValue of advertisingCannes LionsSustainability

    How seriously is the industry taking sustainability?

    WFA

    WFA asked leading trade press editors to rank the industry on how they're responding to the sustainability challenge.

    The first part of this series featured editors from Marketing Week, Warc, Adweek and MediaPost. See here.

    Read more about "How seriously is the industry taking sustainability?"
  16. Spotlight: Counting the (Carbon) Cost
    Video
    Brand purpose

    Spotlight: Counting the (Carbon) Cost

    WFA

    With sustainability increasingly becoming a key priority for advertisers, the measurement of their carbon footprint and the environmental impact of their operations is now more important than ever.

    Read more about "Spotlight: Counting the (Carbon) Cost"
  17. WFA Better Marketing Pod Ep 16: On the science of marketing with Professor Byron Sharp
    Expert opinionVideo
    Advertising & policyBrand purposeBrand reputationMarketing effectiveness

    WFA Better Marketing Pod Ep 16: On the science of marketing with Professor Byron Sharp

    WFA

    WFA podcast host, David Wheldon, speaks with Professor Byron Sharp, Director of the Ehrenberg-Bass Institute and author of How Brands Grow, about brand loyalty, double jeopardy, and consumer experience and satisfaction.

    Read more about "WFA Better Marketing Pod Ep 16: On the science of marketing with Professor Byron Sharp"
  18. Spotlight: Tackling Responsible Media
    Video
    Brand purpose

    Spotlight: Tackling Responsible Media

    WFA

    Clients are increasingly moving away from indiscriminate media buying decisions and ‘responsible media’ programmes are becoming more prevalent on the client-side.

    Read more about "Spotlight: Tackling Responsible Media"
  19. Want to produce great work? Stop treating your advertising agencies like dirt
    Expert opinion
    Brand purposeAgency managementBrand reputationMarketing capabilities

    Want to produce great work? Stop treating your advertising agencies like dirt

    Arwa Mahdawi

    The client-agency relationship is in dire need of a reset, says Guardian columnist and brand strategist, Arwa Mahdawi

    Read more about "Want to produce great work? Stop treating your advertising agencies like dirt"
  20. Mastercard's Raja Rajamannar: ‘Do not think to return to pre-Covid habits'
    Expert opinion
    Brand purposeBrand reputation

    Mastercard's Raja Rajamannar: ‘Do not think to return to pre-Covid habits'

    Raja Rajamannar

    Raja Rajamannar, WFA President and Chief Marketing and Communications Officer, Mastercard, shares his vision for the year ahead.

    Read more about "Mastercard's Raja Rajamannar: ‘Do not think to return to pre-Covid habits'"
  21. WFA Better Marketing Pod Ep 13: On creativity with Sir John Hegarty
    Expert opinionVideo
    Advertising & policyBrand purposeBrand reputationDigital media transformation

    WFA Better Marketing Pod Ep 13: On creativity with Sir John Hegarty

    WFA

    WFA podcast host, David Wheldon, speaks with ad legend Sir John Hegarty about the value of creativity, building iconic brands and the secret to making the perfect marmalade.

    Read more about "WFA Better Marketing Pod Ep 13: On creativity with Sir John Hegarty"