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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. Spotlight: Creativity & Leadership
    Video
    CreativityCMO Forum

    Spotlight: Creativity & Leadership

    WFA

    If you want to win at work, efficiency is not enough, strategy is not enough, and analysis is not enough.

    Read more about "Spotlight: Creativity & Leadership"
  2. In House Forum - How to future-proof your internal marketing ecosystem, end-to-end, in the age of AI
    Video

    In House Forum - How to future-proof your internal marketing ecosystem, end-to-end, in the age of AI

    WFA

    OLIVER's Richard Stainer joins WFA's In-House Forum to share how in-house teams can equip themselves with the latest technologies and tools to succeed in the age of disruption

    Read more about "In House Forum - How to future-proof your internal marketing ecosystem, end-to-end, in the age of AI"
  3. Knowledge Spotlight: Trends and Tactics in Generative AI for Marketing Professionals
    Video
    AI

    Knowledge Spotlight: Trends and Tactics in Generative AI for Marketing Professionals

    WFA

    According to WFA research, capability building and up-skilling remains one of the greatest roadblocks to (Gen) AI adoption among brands, alongside legal and ethical risks. To help marketers navigate these challenges and overcome roadblocks, WFA is expanding its webinar series to focus on AI.

    Read more about "Knowledge Spotlight: Trends and Tactics in Generative AI for Marketing Professionals"
  4. Bias in AI and Inclusive Prompting with Creative Equals
    Webinar
    AI

    Bias in AI and Inclusive Prompting with Creative Equals

    WFA

    Bias in AI and inclusive prompting: identifying and challenging bias in AI tools. 

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  5. Data integrity: the new currency for responsible media?
    Video

    Data integrity: the new currency for responsible media?

    WFA

    As the programmatic ecosystem continues to evolve, media quality remains a barrier to effectiveness and growth. Despite significant investments in verification and optimisation, brands today still struggle with performance, waste and inadvertent exposure to reputational, legal and ethical risk. 

    Read more about "Data integrity: the new currency for responsible media?"
  6. Major brands wary of using AI influencers
    Report
    Influencer marketingAI

    Major brands wary of using AI influencers

    Gabrielle Robitaille

    New research by WFA has found that major multinationals are currently wary about using AI influencers in place of the real thing.

    Read more about "Major brands wary of using AI influencers"
  7. Spotlight: Outlook2025: Unpacking latest WFA poll of media price inflation forecasts
    Video

    Spotlight: Outlook2025: Unpacking latest WFA poll of media price inflation forecasts

    Tom Ashby

    Featuring Vincent Letang of IPG, sharing their view ahead on Connected TV, in US and worldwide.

    Read more about "Spotlight: Outlook2025: Unpacking latest WFA poll of media price inflation forecasts"
  8. What’s holding back brilliant ideas?
    Report

    What’s holding back brilliant ideas?

    Julia Kraft

    The BetterIdeas Project, a new global study, reveals the challenges stopping creative ideas from flourishing. Julia Kraft, Associate Director, Global Marketing Services sheds light on key opportunities for change.

    Read more about "What’s holding back brilliant ideas?"
  9. Knowledge Spotlight: Growing a Global Brand in Local Soil
    Video
    Marketing technologyValue of advertisingMarketing capabilitiesMarketing operationsMarketing technology

    Knowledge Spotlight: Growing a Global Brand in Local Soil

    WFA

    This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts, this series offers 101 sessions on modern marketing foundations relevant to Asia Pacific. Designed for emerging leaders, from junior to mid-level professionals, looking to enhance their marketing skills and knowledge.

    Read more about "Knowledge Spotlight: Growing a Global Brand in Local Soil"
  10. The rise of insights partnerships
    Report
    Media & analytics

    The rise of insights partnerships

    Ioana Danila

    Insights can make the difference between seizing an opportunity and missing the market. Ioana Danila, Senior Manager, Global Insights at WFA, explains how insights leaders can unlock greater strategic impact through stronger partnerships.

    Read more about "The rise of insights partnerships"
  11. Internationalising Media Agency Contracts
    Report
    Agency managementMedia transformation

    Internationalising Media Agency Contracts

    Tom Ashby

    WFA, in partnership with Robert Wegenek (The Quarterback), has launched a new guide to global media agency contracts, designed to help brands manage these critical relationships better. Tom Ashby, Global Lead Media Services at WFA, explains.

    Read more about "Internationalising Media Agency Contracts"
  12. Spotlight: Evaluating Better Ideas
    Video
    Agency managementCreativity

    Spotlight: Evaluating Better Ideas

    WFA

    Discover an in-depth exploration of the findings from The BetterIdeas Project, a groundbreaking global study that WFA partnered on that tackles one of the toughest challenges for marketers: evaluating ideas.

    Read more about "Spotlight: Evaluating Better Ideas"
  13. More than half of multinational brands plan to boost influencer market spend
    BenchmarkGuides & templates
    Influencer marketing

    More than half of multinational brands plan to boost influencer market spend

    WFA

    New WFA research indicates 60% of marketers say influencer marketing is becoming more important. WFA has launched new guidance for brands as regulatory and reputational pressures grow.

    Read more about "More than half of multinational brands plan to boost influencer market spend"
  14. WFA research reveals new trends showing how brands are responding to changes in content production
    Report
    Marketing procurementMarketing procurement

    WFA research reveals new trends showing how brands are responding to changes in content production

    Laura Forcetti

    Outsourced on-site model on the rise, GenAI is slowly gaining traction, centralisation is back and social and short-form video are a top focus.

    Read more about "WFA research reveals new trends showing how brands are responding to changes in content production"
  15. Knowledge Spotlight: AI and the Future of Search
    Video
    Marketing technologyValue of advertisingMarketing capabilitiesMarketing operationsMarketing technology

    Knowledge Spotlight: AI and the Future of Search

    WFA

    This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts, this series offers 101 sessions on modern marketing foundations relevant to Asia Pacific. Designed for emerging leaders, from junior to mid-level professionals, looking to enhance their marketing skills and knowledge.

    Read more about "Knowledge Spotlight: AI and the Future of Search"
  16. Knowledge Spotlight: Marketing Mix Modelling 101
    Video
    Media & analyticsMarketing effectivenessMarketing technologyMarketing technology

    Knowledge Spotlight: Marketing Mix Modelling 101

    WFA

    This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts, this series offers 101 sessions on modern marketing foundations relevant to Asia Pacific. Designed for emerging leaders, from junior to mid-level professionals, looking to enhance their marketing skills and knowledge.

    Read more about "Knowledge Spotlight: Marketing Mix Modelling 101"
  17. CMO Forum Meeting Overview (March 2025)
    Event reports
    CMO

    CMO Forum Meeting Overview (March 2025)

    WFA

    Overview of the WFA CMO Forum meeting held in person in Singapore on the 4th of March.

    Read more about "CMO Forum Meeting Overview (March 2025)"
  18. Knowledge Spotlight: Media Management in China for 2025 and beyond
    Video
    Agency management

    Knowledge Spotlight: Media Management in China for 2025 and beyond

    WFA

    This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts, this series offers 101 sessions on modern marketing foundations relevant to Asia Pacific. Designed for emerging leaders, from junior to mid-level professionals, looking to enhance their marketing skills and knowledge.

    Read more about "Knowledge Spotlight: Media Management in China for 2025 and beyond"
  19. WFA launches new Transparency Tool for media
    Marketing tool

    WFA launches new Transparency Tool for media

    Tom Ashby

    WFA has launched a new Transparency Tool, in partnership with Ebiquity, designed to help benchmark contact transparency across key areas of media practice.

    Read more about "WFA launches new Transparency Tool for media"
  20. Media and creative: together for superior effectiveness and ROAS (Google)
    Event reports
    Marketing effectiveness

    Media and creative: together for superior effectiveness and ROAS (Google)

    WFA

    On the 21st of January 2025, the WFA community was invited to the Google offices in Singapore for an evening of insights and networking drinks. A session hosted by Goole demonstrated how media and creative are two essential sides of the same coin. Materials shared by the team at Google are now available for download.

    Read more about "Media and creative: together for superior effectiveness and ROAS (Google)"
  21. Privacy and Tech Forum
    Expert opinionVideo
    Digital policyMarketing technologyMarketing technology

    Privacy and Tech Forum

    Gabrielle Robitaille

    For senior experts from a broad range of functions, including marketing, legal, policy and compliance.

    Read more about "Privacy and Tech Forum"