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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 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.

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  2. 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"
  3. 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?"
  4. WFA celebrates 70th anniversary with ‘70 in 70’ initiative
    News
    Global Marketer WeekMarketing structureMarketing operations

    WFA celebrates 70th anniversary with ‘70 in 70’ initiative

    WFA

    Marketers from Best Buy, Coty, IBM, Kellogg’s, PepsiCo, P&G, Primark, Vodafone, Tata join WFA Executive Committee

    Read more about "WFA celebrates 70th anniversary with ‘70 in 70’ initiative"
  5. WFA Forum: New York Media Forum Overview - 28th February 2023 – Marketing Effectiveness and First Party Data Strategies
    Event reports
    Cross-media measurementMarketing effectivenessMarketing structureMedia transformation

    WFA Forum: New York Media Forum Overview - 28th February 2023 – Marketing Effectiveness and First Party Data Strategies

    WFA

    Meeting overview and agenda from WFA’s New York Media Forum on the 28th of February 2023

    Read more about "WFA Forum: New York Media Forum Overview - 28th February 2023 – Marketing Effectiveness and First Party Data Strategies"
  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. WFA Forum: Media Forum Overview - 18th January 2023 - Media Transformation - Delivering the future fit organisation
    Event reports
    Agency managementCross-media measurementMedia & analyticsMarketing structureCMO ForumDigital media transformation

    WFA Forum: Media Forum Overview - 18th January 2023 - Media Transformation - Delivering the future fit organisation

    WFA

    Meeting overview and agenda from WFA’s Remote Media Forum on the 18th of January 2023

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  8. Media Forum Meeting Overview (20th October 2022)
    Event reports
    Marketing effectivenessMarketing strategyMarketing technologyMarketing structureMarketing strategyMarketing technology

    Media Forum Meeting Overview (20th October 2022)

    WFA

    Meeting overview and presentations from WFA’s Media Forum on the 20th October 2022

    Read more about "Media Forum Meeting Overview (20th October 2022)"
  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.

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  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. Benchmark: Exploring Innovative Agency Models
    Benchmark
    Agency managementMarketing structure

    Benchmark: Exploring Innovative Agency Models

    WFA

    A WFA member was looking at adopting a media agency model that incorporates multiple agencies working together globally. The member therefore wanted to know if others have a model in place for working with multiple agencies.

    Read more about "Benchmark: Exploring Innovative Agency Models"
  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. Agency Roster Transformation
    Report
    Agency managementMarketing structureCMO Forum

    Agency Roster Transformation

    WFA

    In-housing benefits as advertisers seek to respond to digital, Covid, sustainability and diversity and inclusion challenges

    Read more about "Agency Roster Transformation"
  16. Agency rosters face ongoing reform and revamps
    Press releasesReport
    Agency managementMarketing structure

    Agency rosters face ongoing reform and revamps

    WFA

    In-housing benefits as advertisers seek to respond to digital, Covid, sustainability and diversity and inclusion challenges, shows new WFA research

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  17. Benchmark: Global Category Management – Influencer Marketing
    Benchmark
    Marketing procurementMarketing structureMarketing procurement

    Benchmark: Global Category Management – Influencer Marketing

    WFA

    This WFA member benchmark examined the category management of Influencer Marketing

    Read more about "Benchmark: Global Category Management – Influencer Marketing"
  18. CMO Forum meeting overview (April 2022)
    Event reports
    Advertising & policyMarketing strategyMarketing structureInclusive marketingSustainabilityCMO ForumMarketing operationsMarketing strategy

    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)"
  19. Benchmark: Recruitment of marketing sourcing talent
    Benchmark
    Marketing procurementMarketing structureMarketing procurement

    Benchmark: Recruitment of marketing sourcing talent

    WFA

    WFA member benchmark on recruiting marketing sourcing talent

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  20. Survey: Ukrainian Response
    Benchmark
    Advertising & policyMarketing structure

    Survey: Ukrainian Response

    WFA

    In view of the ongoing Russian invasion of Ukraine, many are struggling to understand what to do to make a difference. 

    Read more about "Survey: Ukrainian Response"
  21. Spotlight: Shift - A Marketing Re-think
    Video
    Marketing structureCMO ForumMarketing organisation

    Spotlight: Shift - A Marketing Re-think

    WFA

    The pandemic has further intensified consumer adoption and reliance on the internet. While this increases opportunities for global marketers, it also introduces a growing set of challenges, requirements and capabilities. Many of which are not yet fully on the radar.

    Read more about "Spotlight: Shift - A Marketing Re-think"