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. Increasing e-commerce effectiveness in APAC with enablers
    Expert opinionReport
    Retail media & ecommerce

    Increasing e-commerce effectiveness in APAC with enablers

    Shufen Goh

    Shufen Goh, Co-founder and Principal at R3, shares key insights from a recent report on the state of e-commerce enablers in APAC.

    Read more about "Increasing e-commerce effectiveness in APAC with enablers"
  2. Happily Ever After? Promoting Climate Storytelling at COP28
    Expert opinion
    Sustainability

    Happily Ever After? Promoting Climate Storytelling at COP28

    Solitaire Townsend

    Tomato soup, big pink ships and a climate bra from Kim Kardashian. The last five years have seen climate messages reach us in new, louder, ways. They have been lifted out of science reports and transported to our social media feeds and supermarket shelves. Done well, these messages are more colourful and more compelling than the science alone can ever be.

    Read more about "Happily Ever After? Promoting Climate Storytelling at COP28"
  3. Marketing capability: the soft reply to a hard question
    Expert opinionBenchmark
    Marketing structureMarketing capabilities

    Marketing capability: the soft reply to a hard question

    Brenna Brandes

    Marketing and marketing teams can look different company by company. But the overarching goal of marketing capability remains the same: to continuously improve teams and the work they produce.

    Read more about "Marketing capability: the soft reply to a hard question"
  4. WFA Sourcing Forum, Forum Connect NYC (November 2023)
    Event reports
    Marketing procurementMarketing procurement

    WFA Sourcing Forum, Forum Connect NYC (November 2023)

    WFA

    Overview of the WFA Sourcing Forum meeting, held in New York

    Read more about "WFA Sourcing Forum, Forum Connect NYC (November 2023)"
  5. Benchmark: Generative AI training
    Benchmark
    AI

    Benchmark: Generative AI training

    WFA

    WFA member benchmark exploring training in Generative AI.

    Read more about "Benchmark: Generative AI training"
  6. Benchmark
    Marketing procurementMarketing procurement

    Benchmark: Global category management - Production consultants

    WFA

    WFA member benchmark on how marketing organisations work with production consultants.

    Read more about "Benchmark: Global category management - Production consultants"
  7. Benchmark: Consumer segmentation partners in APAC
    Benchmark

    Benchmark: Consumer segmentation partners in APAC

    WFA

    WFA member benchmark on identifying segmentation suppliers in APAC

    Read more about "Benchmark: Consumer segmentation partners in APAC"
  8. Benchmark: Marketing Capability Investment
    Benchmark
    Marketing capabilities

    Benchmark: Marketing Capability Investment

    WFA

    This new WFA member benchmark dispels the myths on capability investment.

    Read more about "Benchmark: Marketing Capability Investment"
  9. Spotlight: Enhancing Media Transparency in China: Actionable Insights
    Video

    Spotlight: Enhancing Media Transparency in China: Actionable Insights

    WFA

    Unlock the secrets of Chinese media buying and contract compliance – your roadmap to transparency. Join experts from Ebiquity and FirmDecisions in an engaging webinar where you will gain practical guidance on navigating the complexities of the Chinese media market.

    Read more about "Spotlight: Enhancing Media Transparency in China: Actionable Insights"
  10. Unpacking the Digital Services Act: A Q&A session with TikTok
    Event reports
    Advertising & policyDigital policy

    Unpacking the Digital Services Act: A Q&A session with TikTok

    WFA

    A Q&A session to understand how TikTok is implementing the Digital Services Act and how it will impact advertising on its services.

     

    Read more about "Unpacking the Digital Services Act: A Q&A session with TikTok"
  11. Media budgets are on the rise, finds WFA and Ebiquity annual research
    BenchmarkReport

    Media budgets are on the rise, finds WFA and Ebiquity annual research

    Matt Green

    Neither global economies nor politics today are in a particularly stable position. But big brands are expecting to increase their budgets. A new WFA and Ebiquity study says that 60% of company representatives will increase their global media budgets in 2024 - with 14% saying they will make a significant increase, year on year.

    Read more about "Media budgets are on the rise, finds WFA and Ebiquity annual research"
  12. Pitch Smart - A Study by MediaSense
    Expert opinionReport
    Trends & forecasts

    Pitch Smart - A Study by MediaSense

    WFA

    MediaSense's global survey of 100+ media agency professionals 

    Read more about "Pitch Smart - A Study by MediaSense"
  13. Spotlight: Contractual watch outs - ensuring agency contracts are fit for purpose (non-media)
    Video

    Spotlight: Contractual watch outs - ensuring agency contracts are fit for purpose (non-media)

    WFA

    Are your agency MSAs (non media) giving you the protection you need in the ever-changing nature of the ecosystem in which advertisers, agencies and their suppliers interact?

    Read more about "Spotlight: Contractual watch outs - ensuring agency contracts are fit for purpose (non-media)"
  14. Behavioural advertising practices in Europe by Meta
    Briefings & position papers
    Advertising & policyDigital policyPrivacy & tech

    Behavioural advertising practices in Europe by Meta

    WFA

    A detailed overview of recent developments concerning Meta’s behavioural advertising practices in Europe

    Last update: December 2024

    Read more about "Behavioural advertising practices in Europe by Meta"
  15. Benchmark
    Marketing procurementMarketing procurement

    Benchmark: Savings Categorisation of Inflation Hedging

    WFA

    WFA member benchmark on how marketing procurement professionals classify inflation hedging savings associated with media buying.

    Read more about "Benchmark: Savings Categorisation of Inflation Hedging"
  16. In-House Forum Meeting Overview (Oct 2023)
    Event reports
    Marketing strategyMarketing structureMarketing strategy

    In-House Forum Meeting Overview (Oct 2023)

    WFA

    Meeting overview from WFA’s In-House Forum meeting held remotely on 31 Oct 2023 addressing creative in-housing and agency talent

    Read more about "In-House Forum Meeting Overview (Oct 2023)"
  17. The Marketer's Forecast 2024
    Expert opinionReport
    Trends & forecasts

    The Marketer's Forecast 2024

    WFA

    MediaLink's global annual survey of 400+ marketing leaders

    Read more about "The Marketer's Forecast 2024"
  18. Unpacking the Digital Services Act: A Q&A session with Meta
    Event reports
    Advertising & policyDigital policyPrivacy & tech

    Unpacking the Digital Services Act: A Q&A session with Meta

    WFA

    A Q&A session to understand how Meta is implementing the Digital Services Act and how it will impact advertising on its services.

     

    Read more about "Unpacking the Digital Services Act: A Q&A session with Meta"
  19. DGX Benchmark: Deprecation of third-party cookies and Meta’s CAPI
    Benchmark
    Advertising & policyDigital policyPrivacy & tech

    DGX Benchmark: Deprecation of third-party cookies and Meta’s CAPI

    WFA

    A WFA benchmark on the deprecation of third-party cookies and Meta’s Conversion API (CAPI).

     

    Read more about "DGX Benchmark: Deprecation of third-party cookies and Meta’s CAPI"
  20. WFA Better Marketing Pod Ep 30: On great senior leadership with Jane Wakely, PepsiCo
    Video
    Brand purposeBrand reputation

    WFA Better Marketing Pod Ep 30: On great senior leadership with Jane Wakely, PepsiCo

    WFA

    Understanding people, great (female) leadership and why diversity brings diversity of thought: in episode 30 of the Better Marketing Pod, host David Wheldon speaks with Jane Wakely, Chief Consumer & Marketing Officer and Chief Growth Officer, International Foods, at PepsiCo - and PepsiCo's first global CMO.

    Read more about "WFA Better Marketing Pod Ep 30: On great senior leadership with Jane Wakely, PepsiCo"
  21. Media Forum meeting overview (October 2023)
    Event reports
    Marketing effectiveness

    Media Forum meeting overview (October 2023)

    WFA

    Overview of the Media Forum held in Zurich, Switzerland in October 2023

    Read more about "Media Forum meeting overview (October 2023)"