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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. WFA Better Marketing Pod Ep 26: On WFA's work and the importance of community in the marketing industry with Raja Rajamannar, Mastercard
    Video
    CMO ForumDigital media transformationMarketing operationsMedia transformation

    WFA Better Marketing Pod Ep 26: On WFA's work and the importance of community in the marketing industry with Raja Rajamannar, Mastercard

    WFA

    WFA podcast host, David Wheldon, speaks with Raja Rajamannar, Chief Marketing & Communications Officer at Mastercard and WFA's President, about the importance of WFA and Global Marketer Week in building communities within the industry and how his roles at Mastercard and WFA interconnect.

    Read more about "WFA Better Marketing Pod Ep 26: On WFA's work and the importance of community in the marketing industry with Raja Rajamannar, Mastercard"
  2. Capability Forum Overview (April 2023)
    Event reports
    CMO ForumMarketing operations

    Capability Forum Overview (April 2023)

    WFA

    Meeting overview and presentations from WFA’s Capability Forum meeting on 19 April 2023, which took place remotely.

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  3. “We’re going to have to be amazingly humble”
    Expert opinionEvent reports
    Advertising & policyBrand purposeBrand reputationGlobal Marketer WeekMarketing operationsMedia transformation

    “We’re going to have to be amazingly humble”

    Stephan Loerke

    WFA CEO, Stephan Loerke, offers his verdict on WFA Global Marketer Week in Istanbul

    Read more about "“We’re going to have to be amazingly humble”"
  4. WFA Global Marketer Week '23 | Raja Rajamannar & Brian O'Kelley: Towards a sustainable future
    Video
    Advertising & policyBrand purposeBrand reputationGlobal Marketer WeekMarketing structureMarketing operations

    WFA Global Marketer Week '23 | Raja Rajamannar & Brian O'Kelley: Towards a sustainable future

    WFA

    Raja shares how Mastercard has sought to reimagine value through a sustainability lens and outline how marketing has become a driver of better behaviours within their partner ecosystem. Building on this, Brian lauches results from a unique global pilot initiative, in partnership with Mastercard and a select group of global brand owners, to dramatically reduce the carbon footprint of programmatic advertising.

    Read more about "WFA Global Marketer Week '23 | Raja Rajamannar & Brian O'Kelley: Towards a sustainable future"
  5. WFA Global Marketer Week '23 | The big debate motion: Marketers should focus on company, not consumer behaviour change
    Video
    Brand purposeBrand reputationGlobal Marketer WeekMarketing structureMarketing operations

    WFA Global Marketer Week '23 | The big debate motion: Marketers should focus on company, not consumer behaviour change

    WFA

    Building on WFA's last debate where 74% of our audience agreed that ‘marketing today is incompatible with a sustainable future’, we explore whether brand owners have the right focus in terms of becoming part of the solution. Join us as our two teams explore the deltas of our role in a sustainable future.

    Read more about "WFA Global Marketer Week '23 | The big debate motion: Marketers should focus on company, not consumer behaviour change"
  6. WFA Global Marketer Week '23 | Rupen Desai: Regenerative marketing: Biggest opportunity of our time?
    Video
    Global Marketer WeekMarketing structureMarketing operations

    WFA Global Marketer Week '23 | Rupen Desai: Regenerative marketing: Biggest opportunity of our time?

    WFA

    Rupen Desai provokes the need to move from extractive growth to a different value creation model, one where people, the planet and prosperity, all thrive together, never one at the cost of one another.

    Read more about "WFA Global Marketer Week '23 | Rupen Desai: Regenerative marketing: Biggest opportunity of our time?"
  7. 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"
  8. 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"
  9. Spotlight: Turning D&I into an Accountable Media Metric
    Video
    Inclusive marketingMarketing operations

    Spotlight: Turning D&I into an Accountable Media Metric

    WFA

    D&I Media programmes are becoming more prevalent on the client-side and are a continuously growing priority for advertisers to tackle.

    Read more about "Spotlight: Turning D&I into an Accountable Media Metric"
  10. Spotlight: Navigating global media demand and pricing trends – 2023 & beyond
    Video
    Marketing operations

    Spotlight: Navigating global media demand and pricing trends – 2023 & beyond

    WFA

    We were joined by guest speaker, Mark Gallagher (EVP Global Investment) at Omnicom Media Group, as we delved into global media pricing trends for 2023 (and beyond).

    Read more about "Spotlight: Navigating global media demand and pricing trends – 2023 & beyond"
  11. WFA Better Marketing Pod Ep 23: On turning an airline into a travel super-app with Rudy Khaw, AirAsia
    Expert opinionVideo
    CMO ForumDigital media transformationMarketing operations

    WFA Better Marketing Pod Ep 23: On turning an airline into a travel super-app with Rudy Khaw, AirAsia

    WFA

    WFA podcast host David Wheldon speaks with Rudy Khaw, Chief Brand Officer at AirAsia, about marketing in postpandemic times and the process of turning an airline into a travel super-app.

    Read more about "WFA Better Marketing Pod Ep 23: On turning an airline into a travel super-app with Rudy Khaw, AirAsia"
  12. Seven partner predictions for 2023
    Expert opinion
    Digital policyBrand reputationCreativityMarketing technologyMarketing operationsMarketing technology

    Seven partner predictions for 2023

    WFA

    Seven of WFA’s strategic partners reflect on what will define marketing for the year ahead.

    Read more about "Seven partner predictions for 2023"
  13. Digital In-Housing Benchmark - An Agency POV (Second Instalment)
    Benchmark
    Agency managementMarketing operations

    Digital In-Housing Benchmark - An Agency POV (Second Instalment)

    WFA

    WFA benchmark on In-housing Digital Media, from an agency point of view

    Read more about "Digital In-Housing Benchmark - An Agency POV (Second Instalment)"
  14. 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"
  15. Winning during inflation
    Expert opinion
    Brand reputationMarketing operations

    Winning during inflation

    J. Walker Smith, Knowledge Lead, Kantar

    With concerns about the economy in general and inflation more specifically rising worldwide, how should brands respond? J. Walker Smith, Kantar Knowledge Lead, shares his views.

    Read more about "Winning during inflation"
  16. 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"
  17. Spotlight: Go faster with less
    Video
    CMO ForumMarketing operationsMarketing organisation

    Spotlight: Go faster with less

    WFA

    Less budget. Less time. Less resources. These challenges can fuel a new way of approaching content operations that boosts efficiency, quality, and results.

    Read more about "Spotlight: Go faster with less"
  18. 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"
  19. 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"
  20. 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"
  21. CMO Forum meeting overview (April 2022)
    Event reports
    Advertising & policyMarketing structureInclusive marketingSustainabilityCMO ForumMarketing operations

    CMO Forum meeting overview (April 2022)

    WFA

    Overview of the CMO Forum held remotely on April 6, 2022.

    Read more about "CMO Forum meeting overview (April 2022)"