Big multinationals can no longer rely on being big multinationals to secure advantage when it comes to media. Instead, they need to build in-house capabilities and connections says Tom Ashby, Global Lead, Media Services at WFA.

WFA research finds that upskilling remains one of the greatest roadblocks to AI adoption among brands. To help marketers navigate this challenge, WFA is expanding its webinar series to focus on AI.

Jury to include marketers from Diageo, First Bank of Nigeria, IKEA, The LEGO Group, Procter & Gamble, Reckitt, Santander, Unilever and Visa

Kantar joins as first-ever industry partner of the award

What happens when you need to build a completely new company while still delivering exceptional business results? Leyal Eskin Yilmaz, CMO Europe, UKI, ANZ & Head of Global Brands - and CMO of the newly forming Magnum Ice Cream Company, describes this challenging transition as “building a new house while living in it": simultaneously exciting, humbling and occasionally uncomfortable.

AI is rewiring the whole marketing economy, including marketing procurement. Laura Forcetti, Director, Marketing Asia-Pacific, and Global Sourcing, presents some industry-first research into the scale of adoption across the function.

What was once an experimental channel has become an essential part of today’s marketing landscape. Brenna Brandes, Global Marketing Services Manager, explains.

Leading beer, wine and spirits brands are demonstrating that growth and positive societal benefits can co-exist. Gabrielle Robitaille, WFA Director of Policy, explains how collective efforts can promote greater awareness of moderation and encourage responsible drinking.

This WFA survey seeks to identify general industry trends regarding the adoption and use of (Gen)AI in marketing procurement within the advertising sector.

Talent will play a huge part in ensuring marketing thrives. WFA in partnership with The Drum asked industry leaders how best to ensure that the brightest and best follow in their footsteps and create a positive pipeline of future leaders.

WFA has launched new research into media agency Master Services Agreements (MSAs), highlighting the key areas where brands can find it difficult to keep contracts up to date.