Has CMO become an impossible job? Five industry leaders share their view.

The industry-led coalition convened by UN Women published the third iteration of its report examining the progress of DEI across the global advertising industry in 2023, including an assessment of progress within workplaces, advertising content and consumer sentiment.

WFA members have always been quite humble in accepting that their briefing processes have enormous room for improvement. Bad briefs are said to cost the global economy $200 Billion in lost opportunity annually.

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Sponsorship has grown up.

For many brands, sponsorship used to be viscerally driven, often without any strategy and often directed by passion points that sat with executives. A brand might have sponsored cricket, for example, because the president of the company liked cricket. Success metrics were along the lines of: the president was happy, the camera-visible signage looked good, the sales team brought people (maybe customers, maybe family, maybe colleagues) to matches, and everyone had a ‘good time’.

Reckitt embraces their virtual studio, so they can move at pace and at scale, be more creative than ever before and have less impact on the environment.

WFA member benchmark on recommended sponsorship activation partners, specifically landing in gaming, music and activating rights in creative, BTL and digital.

The search landscape is evolving faster than ever before, and with the advent of AI this is only going to continue.

Not every piece of regulation is bad news for brands. WFA Policy Manager Fraser Bridges explains why the EU’s latest green claims rules could help the industry and why legislators need to be wary of ‘disempowering’ consumers when it comes to the Green Transition.

In 2017, Kahlúa embarked on a 10-year programme to develop sustainable coffee farming in its home region of Veracruz, Mexico. The goal was to source 100% of its coffee from sustainable sources by 2022 and improve the lot of local coffee farmers.