Knowledge

Industry knowledge

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: An update on Google’s Privacy Sandbox
    Video
    Privacy & tech

    Spotlight: An update on Google’s Privacy Sandbox

    WFA

    The changing nature of data privacy is fundamentally redefining the way in which online audiences are measured and targeted by advertisers.

    Read more about "Spotlight: An update on Google’s Privacy Sandbox"
  2. RAC Programme Meeting Overview (September 2023)
    Advertising & policy

    RAC Programme Meeting Overview (September 2023)

    WFA

    Meeting overview, presentations and briefings from WFA’s Responsible Advertising and Children (RAC) programme meeting on 20 September 2023.

    Read more about "RAC Programme Meeting Overview (September 2023)"
  3. Event reports

    Insight Forum Meeting Overview (September 2023)

    WFA

    From Insights to Foresights

    Read more about "Insight Forum Meeting Overview (September 2023)"
  4. The Future of Media Agency Models: Change is Coming
    VideoReport
    Agency management

    The Future of Media Agency Models: Change is Coming

    Matt Green

    A new survey by WFA and MediaSense shows an overwhelming proportion of major multinational brands are looking to improve their agency model. Just 11% of respondents believe their current agency model will fit future needs, while 24% say it is unfit for future purpose.

    Read more about "The Future of Media Agency Models: Change is Coming"
  5. Top priorities for Global Marketer of the Year nominees
    Expert opinion
    Global Marketer of the Year

    Top priorities for Global Marketer of the Year nominees

    WFA

    With nominations for WFA Global Marketer of the Year 2023 open until October 11, members of the expert jury were asked to share their views on what Global Marketer of the Year nominees should focus on to drive their businesses and the industry forward.

    Read more about "Top priorities for Global Marketer of the Year nominees"
  6. Spotlight: The impact of AI on Production
    Video
    Marketing technologyAIMarketing technology

    Spotlight: The impact of AI on Production

    WFA

    Are we seeing genuine innovation or just greater efficiency?

    Read more about "Spotlight: The impact of AI on Production"
  7. Recap of the WFA Webinar ‘Navigating the Pixel Pressure'
    Video
    Digital policy

    Recap of the WFA Webinar ‘Navigating the Pixel Pressure'

    Gabrielle Robitaille

    Over recent months there has been mounting pressure on the use of tracking pixels and third party tags for behavioural advertising over privacy concerns. Enforcement action has demonstrated the growing scrutiny over how this technology collects, shares and potentially leaks personal data with third parties, and how it fuels an advertising model based on the ‘intrusive’ monitoring of individuals.

    Read more about "Recap of the WFA Webinar ‘Navigating the Pixel Pressure'"
  8. Spotlight: Beyond ChatGPT - Practical use and innovation in marketing, e-commerce, and search with GenAI
    Video
    Marketing technologyMarketing technology

    Spotlight: Beyond ChatGPT - Practical use and innovation in marketing, e-commerce, and search with GenAI

    WFA

    Learn how GenAI is being rolled out in marketing across the globe.

    Read more about "Spotlight: Beyond ChatGPT - Practical use and innovation in marketing, e-commerce, and search with GenAI"
  9. PAG Meeting Overview (September 2023)
    Event reports
    Advertising & policyDigital policy

    PAG Meeting Overview (September 2023)

    WFA

    Meeting overview and presentations from WFA’s Policy Action Group (PAG) meeting on 19 September 2023.

    Read more about "PAG Meeting Overview (September 2023)"
  10. Improving creative effectiveness through in-flight optimisation
    Report
    Marketing effectiveness

    Improving creative effectiveness through in-flight optimisation

    Matt Green

    A new whitepaper by WFA and Automated Creative urges advertisers to focus on in-flight optimisation in Q4.

    Read more about "Improving creative effectiveness through in-flight optimisation"
  11. Spotlight: Spark more insights-driven decisions with generative AI
    Video
    Media & analytics

    Spotlight: Spark more insights-driven decisions with generative AI

    WFA

    Generative AI can’t make big decisions for you, but it can help you make better decisions.

    Read more about "Spotlight: Spark more insights-driven decisions with generative AI"
  12. Spotlight: Understanding the Accounting Principles of the Rapidly Growing Retail Media Landscape
    Video

    Spotlight: Understanding the Accounting Principles of the Rapidly Growing Retail Media Landscape

    WFA

    In recent discussions around Retail Media it has become evidently clear that accounting principals within organisations has become a real challenge for advertisers (CPGs in particular).

    Read more about "Spotlight: Understanding the Accounting Principles of the Rapidly Growing Retail Media Landscape"
  13. 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"
  14. Winning, and losing, together
    Event reports

    Winning, and losing, together

    Rob Dreblow

    WFA’s partnership with Marketing Matters celebrated its 8th year during Singapore’s iconic Formula 1 week. F1 fans know that it’s the Constructor, the team constructing the winning car, and not the drivers’ title which is fought over most fiercely. That focus on teamwork and collaboration was reflected in the on-stage narrative and discussions between the 250 delegates.

    Read more about "Winning, and losing, together"
  15. WFA Better Marketing Pod Ep 29: On what we can learn from emerging markets with Cristina Diezhandino, Diageo
    Video
    Brand purposeBrand reputationCreativity

    WFA Better Marketing Pod Ep 29: On what we can learn from emerging markets with Cristina Diezhandino, Diageo

    WFA

    In episode 29 of the Better Marketing Pod, host David Wheldon speaks with Cristina Diezhandino, Chief Marketing Officer at Diageo and WFA Global Marketer of 2022, about the importance of creative precision, the role of emerging markets, Diageo's brand building - and selecting the best cocktail maker in the world.

    Read more about "WFA Better Marketing Pod Ep 29: On what we can learn from emerging markets with Cristina Diezhandino, Diageo"
  16. Expert opinion

    Bad health is bad for business

    Rebecka Allén

    Rebecka Allén, Director of Consumer Policy, explores why food and alcohol brands risk falling out of grace with WHO and UNICEF. And why it matters for marketers.

    Read more about "Bad health is bad for business"
  17. Benchmark: The Evolution of Couponing
    Benchmark
    Marketing procurementMarketing procurement

    Benchmark: The Evolution of Couponing

    WFA

    WFA member benchmark on how organisations are evolving their approach to couponing.

    Read more about "Benchmark: The Evolution of Couponing"
  18. Benchmark: Approaches to entertainment marketing
    Benchmark
    Marketing procurementMarketing procurement

    Benchmark: Approaches to entertainment marketing

    WFA

    WFA member benchmark on how organisations are approaching the entertainment marketing category

    Read more about "Benchmark: Approaches to entertainment marketing"
  19. Benchmark: Consumer Segmentation
    Benchmark

    Benchmark: Consumer Segmentation

    WFA

    This WFA member benchmark explored perspective on Consumer Segmentation among members of the Insight Forum

    Read more about "Benchmark: Consumer Segmentation"
  20. Benchmark: Brand Health Tracking Programmes
    Benchmark

    Benchmark: Brand Health Tracking Programmes

    WFA

    This WFA member benchmark explored perspective on Brand Health Tracking programmes among members of the Insight Forum

    Read more about "Benchmark: Brand Health Tracking Programmes"
  21. Benchmark: Consumer Data Platforms
    Benchmark

    Benchmark: Consumer Data Platforms

    WFA

    This WFA member benchmark explored perspective on Consumer Data Platforms usage among members of the Insight Forum

    Read more about "Benchmark: Consumer Data Platforms"