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. “We all benefit when organisations treat everyone equally”
    Advertising & policyInclusive marketing

    “We all benefit when organisations treat everyone equally”

    WFA

    WFA's Diversity Ambassadors Jerry Daykin (Beam Suntory), Daniela Tabarracci (The Walt Disney Company), Efrain Ayala (Reckitt) and Susan Akkad (The Estée Lauder Companies) say how they will make practical use of the Global DEI Census 2023 results.

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  2. “I don’t want to cry, I want to smile and jump with joy at the brilliant work that is going to inspire us all"
    Expert opinion
    Advertising & policy

    “I don’t want to cry, I want to smile and jump with joy at the brilliant work that is going to inspire us all"

    WFA

    CMOs of Asahi, Diageo, L’Oréal and PepsiCo on what they want to be asking of the industry during the Cannes Lions International Festival of Creativity 2023.

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  3. If Artificial Intelligence can end humanity, just imagine what it can do for marketing!
    Expert opinion
    Digital policyAI

    If Artificial Intelligence can end humanity, just imagine what it can do for marketing!

    David Jones

    If we are to believe all the articles currently being written on the subject of Artificial Intelligence, it’s highly probable that it will cause the end of humanity.

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  4. Reimagining marketing in Cannes
    Expert opinion
    Advertising & policy

    Reimagining marketing in Cannes

    Michelle McEvoy

    Circular marketing and growth should be the number one item on the Cannes agenda for CMOs. Michelle McEvoy, Initiative Lead for WFA’s Planet Pledge, outlines how marketers can move the levers for change.

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  5. Broadcast TV drives global media price inflation
    Report

    Broadcast TV drives global media price inflation

    WFA

    WFA Outlook 2023 reveals the highs and lows of media prices across key markets around the world.

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  6. This Pride month, brands have an important choice to make
    Expert opinion
    Advertising & policyInclusive marketing

    This Pride month, brands have an important choice to make

    Arwa Mahdawi

    What happens if you put 20,000 lesbians in a desert and give them a lot of alcohol and a large swimming pool? There are plenty of plausible answers, but the correct one, in this case, is The Dinah Shore Weekend. Column by Guardian writer and brand strategist, Arwa Mahdawi. 

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  7. Spotlight: Creating Value Through Effortless Service: A Guide to Destressing Customer Interactions
    Video

    Spotlight: Creating Value Through Effortless Service: A Guide to Destressing Customer Interactions

    WFA

    A webinar with BVA BDRC Asia on Customer Effort analysis

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  8. Quaker – Growing the Future of Oats for People & Planet
    Case studies
    Sustainability

    Quaker – Growing the Future of Oats for People & Planet

    WFA

    As part of the PepsiCo Positive (pep+) transformation, Quaker developed science-based crop intelligence to support sustainable production across the Quaker oat sourcing footprint.

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  9. Media Contract Guidance for Advertisers: Focus on China
    Guides & templates

    Media Contract Guidance for Advertisers: Focus on China

    WFA

    The ‘Media Contract Guidance for Advertisers: Focus on China' empowers advertisers in China to navigate unique transparency challenges.

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  10. RAC Programme Meeting Overview (May 2023)
    Advertising & policy

    RAC Programme Meeting Overview (May 2023)

    WFA

    Meeting overview, presentations and briefings from WFA’s Responsible Advertising and Children (RAC) programme meeting on 1 March 2023.

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  11. PAG Meeting Overview (May 2023)
    Event reports
    Digital policy

    PAG Meeting Overview (May 2023)

    WFA

    Meeting overview and presentations from WFA’s Policy Action Group (PAG) meeting on 23 May 2023.

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  12. Spotlight: Optimising your Influencer spend and learnings from across APAC
    Video

    Spotlight: Optimising your Influencer spend and learnings from across APAC

    WFA

    Embarking on an influencer strategy?  Get insights into the best practices and how to contract your engagement.

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  13. Meta Q&A on privacy and advertising
    Event reports
    Advertising & policyDigital policyPrivacy & tech

    Meta Q&A on privacy and advertising

    WFA

    A Q&A session with Meta on recent privacy and advertising developments, and how they impact advertisers.

     

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  14. Media x Sourcing Forum meeting overview (March 2023)
    Event reports
    Marketing procurementMarketing structureMarketing procurementMedia transformation

    Media x Sourcing Forum meeting overview (March 2023)

    WFA

    Overview of the Media x Sourcing Forum held remotely on 29th March 2023.

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  15. Sourcing Forum meeting (May 2023)
    Event reports
    Marketing procurementMarketing procurement

    Sourcing Forum meeting (May 2023)

    WFA

    Overview of the Sourcing Forum held remotely on the 17th May 2023.

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  16. Spotlight: Current trends in global content production
    Video
    Marketing procurementMarketing procurement

    Spotlight: Current trends in global content production

    WFA

    With all the change in the industry, it's never been more essential for marketers to stay informed on what's new in content production.

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  17. WFA Better Marketing Pod Ep 26: On WFA's work and the importance of community in the marketing industry with Raja Rajamannar, Mastercard
    Video
    CMO ForumDigital media transformationMarketing operationsMedia transformation

    WFA Better Marketing Pod Ep 26: On WFA's work and the importance of community in the marketing industry with Raja Rajamannar, Mastercard

    WFA

    WFA podcast host, David Wheldon, speaks with Raja Rajamannar, Chief Marketing & Communications Officer at Mastercard and WFA's President, about the importance of WFA and Global Marketer Week in building communities within the industry and how his roles at Mastercard and WFA interconnect.

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  18. Overview of the DSA/DMA Taskforce meeting held remotely on 10 May 2023.
    Advertising & policyDigital policy

    Overview of the DSA/DMA Taskforce meeting held remotely on 10 May 2023.

    WFA

    WFA’s DSA/DMA task force brings together policy leads within WFA membership to discuss, plan and develop advocacy and outreach on the EU Digital Services Act and Digital Markets Act

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  19. Insight Forum meeting overview (May 2023)
    Event reports

    Insight Forum meeting overview (May 2023)

    WFA

    Meeting overview from WFA’s Insight Forum meeting on 15 May 2023, which took place remotely.

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  20. Capability Forum Overview (April 2023)
    Event reports
    CMO ForumMarketing operations

    Capability Forum Overview (April 2023)

    WFA

    Meeting overview and presentations from WFA’s Capability Forum meeting on 19 April 2023, which took place remotely.

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  21. “We’re going to have to be amazingly humble”
    Expert opinionEvent reports
    Advertising & policyBrand purposeBrand reputationGlobal Marketer WeekMarketing operationsMedia transformation

    “We’re going to have to be amazingly humble”

    Stephan Loerke

    WFA CEO, Stephan Loerke, offers his verdict on WFA Global Marketer Week in Istanbul

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