Posts about Marketing capabilities

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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. Benchmark
    AIMarketing capabilities

    Benchmark: Generative AI Upskilling

    WFA

    WFA benchmark on upskilling marketing teams on the topic of generative AI

    Read more about "Benchmark: Generative AI Upskilling"
  2. Benchmark
    Marketing capabilities

    Benchmark: Centralised Marketing Hub

    WFA

    WFA member benchmark on centralising marketing assets and resources into a singular platform

    Read more about "Benchmark: Centralised Marketing Hub"
  3. Navigating the Complexity of Marketing Capability Measurement
    Report
    Marketing capabilitiesMarketing operations

    Navigating the Complexity of Marketing Capability Measurement

    Julia Kraft

    Proving the impact of capability building is vital, says WFA Associate Director, Global Marketing Services, Julia Kraft, as she outlines the latest report from the WFA Marketing Capability Forum.

    Read more about "Navigating the Complexity of Marketing Capability Measurement"
  4. Marketing Capability Forum Meeting Overview (March 2024)
    Event reports
    Marketing effectivenessMarketing capabilities

    Marketing Capability Forum Meeting Overview (March 2024)

    WFA

    Overview of Marketing Capability Forum held remotely on 21st March 2024.

    Read more about "Marketing Capability Forum Meeting Overview (March 2024)"
  5. Measuring Marketing Capability Impact
    Report
    Marketing effectivenessMarketing capabilities

    Measuring Marketing Capability Impact

    WFA

    WFA report on marketing capability impact measurement, conducted in partnership with Oxford.

    Read more about "Measuring Marketing Capability Impact"
  6. In-housing set for rapid and continued growth at major multinationals
    Report
    Agency managementIn-housingMarketing capabilities

    In-housing set for rapid and continued growth at major multinationals

    WFA

    According to a recent survey conducted by WFA and The Observatory International, 66% of brands now have in-house agencies, with 21% actively considering one. According to that same survey, 70% already have strategic capabilities in-house and many plan to shift new tasks from external agencies over the next three years.

    Read more about "In-housing set for rapid and continued growth at major multinationals"
  7. Marketing capability: the soft reply to a hard question
    Expert opinionBenchmark
    Marketing structureMarketing capabilities

    Marketing capability: the soft reply to a hard question

    Brenna Brandes

    Marketing and marketing teams can look different company by company. But the overarching goal of marketing capability remains the same: to continuously improve teams and the work they produce.

    Read more about "Marketing capability: the soft reply to a hard question"
  8. Benchmark: Marketing Capability Investment
    Benchmark
    Marketing capabilities

    Benchmark: Marketing Capability Investment

    WFA

    This new WFA member benchmark dispels the myths on capability investment.

    Read more about "Benchmark: Marketing Capability Investment"
  9. Capability Forum Meeting Overview (October 2023)
    Event reports
    Marketing capabilities

    Capability Forum Meeting Overview (October 2023)

    WFA

    Overview of Capability Forum held remotely on 12th October 2023.

    Read more about "Capability Forum Meeting Overview (October 2023)"
  10. Benchmark: Recommended Capability Vendors
    Benchmark
    Marketing capabilities

    Benchmark: Recommended Capability Vendors

    WFA

     WFA benchmark containing member-recommended capability training vendors .

    Read more about "Benchmark: Recommended Capability Vendors"
  11. Benchmark: Recommended Partners for Marketing Capability Skills Frameworks and Assessments
    Benchmark
    Marketing capabilities

    Benchmark: Recommended Partners for Marketing Capability Skills Frameworks and Assessments

    WFA

    WFA member benchmark of recommendations for Marketing Capability Skills Frameworks and Assessments

    Read more about "Benchmark: Recommended Partners for Marketing Capability Skills Frameworks and Assessments"
  12. 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"
  13. Five predictions for 2023
    Expert opinion
    Advertising & policyDigital policyBrand reputationMarketing capabilities

    Five predictions for 2023

    WFA

    From sustainability claims to tech regulations around the world and greater emphasis on capability building: the WFA team share some predictions for what the next 12 months hold for brands.

    Read more about "Five predictions for 2023"
  14. Benchmark: Job description for capability role
    Benchmark
    CMO ForumMarketing capabilities

    Benchmark: Job description for capability role

    WFA

    A benchmark on examples of job descriptions for (junior) marketing capability roles. 

    Read more about "Benchmark: Job description for capability role"
  15. Benchmark: Recommended tools for in-house agency operations
    Benchmark
    Marketing capabilities

    Benchmark: Recommended tools for in-house agency operations

    WFA

    WFA member benchmark on recommended tools/systems/apps to support in-house agency operations. 

    Read more about "Benchmark: Recommended tools for in-house agency operations"
  16. 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"
  17. Take note: 5 back-to-school lessons for marketers
    Expert opinion
    Marketing capabilitiesMarketing operations

    Take note: 5 back-to-school lessons for marketers

    Raja Rajamannar

    Raja Rajamannar, Chief Marketing & Communications Officer, Mastercard and WFA President, shares five lessons to help marketers succeed and make the most of the rest of 2022 and beyond.

    Read more about "Take note: 5 back-to-school lessons for marketers"
  18. Marketing facing “worst-ever” talent crisis
    Press releasesBenchmarkReport
    Marketing capabilitiesMedia transformation

    Marketing facing “worst-ever” talent crisis

    WFA

    Data and analytics, eCommerce and measurement top skills shortage

    Over-specialisation, poor training and talent management key reasons for lack of staff development  

    Read more about "Marketing facing “worst-ever” talent crisis"
  19. Spotlight: Navigating global media demand and pricing trends – July 2022
    Video
    Marketing capabilities

    Spotlight: Navigating global media demand and pricing trends – July 2022

    WFA

    Join Mark Gallagher (EVP Global Investment) at Omnicom Media Group as we dig into global media pricing trends in the second half of 2022 (and beyond to 2023).

    Read more about "Spotlight: Navigating global media demand and pricing trends – July 2022"
  20. China Forum (July 2022)
    VideoEvent reports
    Marketing effectivenessMarketing technologyRetail media & ecommerceMarketing capabilitiesMarketing technology

    China Forum (July 2022)

    WFA

    Building on the recent WFA study Global eCommerce and Marketing, this Forum turns the spotlight to China and how brands can better manage and maximise their media investment in this dynamic market.

    Read more about "China Forum (July 2022)"
  21. Benchmark: Recommended online training platforms (digital marketing skills)
    Benchmark
    CMO ForumMarketing capabilitiesMarketing organisation

    Benchmark: Recommended online training platforms (digital marketing skills)

    WFA

    WFA member benchmark on recommended online training platforms that help develop digital marketing skills

    Read more about "Benchmark: Recommended online training platforms (digital marketing skills)"