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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. Bias and Inclusion in Advertising: An analysis of 2019 Cannes Lions Work

    Bias and Inclusion in Advertising: An analysis of 2019 Cannes Lions Work

    Geena Davis Institute

    This study examines representations of gender, race/ethnicity, LGBTQ+, disability, age, and body size in Cannes Lions ads from 2006-2019, with a focus on new findings from 2019. This is the first public report to analyze all six key identity groups in film-based advertising. We also include an intersectional profile for each identity group.

    Read more about "Bias and Inclusion in Advertising: An analysis of 2019 Cannes Lions Work"
  2. UN Women and WFA call on the industry to fight racism and inequality
    Expert opinion
    Advertising & policyInclusive marketing

    UN Women and WFA call on the industry to fight racism and inequality

    Stephan Loerke

    Phumzile Mlambo-Ngcuka, UN Under-Secretary-General and Executive Director of UN Women, and Stephan Loerke, CEO, WFA, issue a joint statement and call for action 

    Read more about "UN Women and WFA call on the industry to fight racism and inequality"
  3. Adland commits: 10 ways to hold the industry accountable #BlackLivesMatter

    Adland commits: 10 ways to hold the industry accountable #BlackLivesMatter

    Creative Equals

    UK advertising and media leaders have issued an open letter calling on the industry to address inequality and take action against racism following the death of George Floyd. The letter asks advertising leaders to support talent of colour and to hold the industry accountable in 10 ways.

    Read more about "Adland commits: 10 ways to hold the industry accountable #BlackLivesMatter"
  4. Gender equality attitudes study

    Gender equality attitudes study

    Unstereotype Alliance

    Quantifies the scale of harmful gender-based stereotypes in 10 countries, including Colombia, India, Japan, Kenya, Nigeria, The Philippines, Sweden, Turkey, UAE, United States

    Read more about "Gender equality attitudes study"
  5. Webinar: The case for greater diversity and inclusion in marketing
    Video
    Advertising & policyTrends & forecastsInclusive marketing

    Webinar: The case for greater diversity and inclusion in marketing

    WFA

    What can brands do to step up their diversity and inclusion efforts?

    Read more about "Webinar: The case for greater diversity and inclusion in marketing"
  6. The power of diversity at a time of crisis
    Expert opinion
    Advertising & policyInclusive marketing

    The power of diversity at a time of crisis

    Belinda Smith, Jerry Daykin

    In times of isolation we need to prioritise diversity more than ever. WFA’s first ever diversity ambassadors, Belinda Smith, former EA marketing lead and Jerry Daykin, Senior Media Director at GSK, explain why.

    Read more about "The power of diversity at a time of crisis"
  7. Experts make the case for greater diversity and inclusion in marketing
    Expert opinion
    Advertising & policyInclusive marketing

    Experts make the case for greater diversity and inclusion in marketing

    WFA

    To coincide with the launch of the WFA Marketer’s Approach to Diversity and Inclusion, WFA asked six industry leaders why they think prioritising diversity and inclusion in the marketing industry is so important.

    Read more about "Experts make the case for greater diversity and inclusion in marketing"
  8. Seek out good actors and elevate them

    Seek out good actors and elevate them

    Jerry Daykin

    A view by Jerry Daykin, Media Director at GSK Consumer Healthcare

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  9. There is no general consumer

    There is no general consumer

    Aline Santos

    A view by Aline Santos, Unilever EVP Global Marketing and Chief Diversity & Inclusion Officer

    Read more about "There is no general consumer"
  10. Diverse coalitions create breakthrough solutions

    Diverse coalitions create breakthrough solutions

    Jane Wakely

    A view by Jane Wakely, Lead CMO, Mars Incorporated

    Read more about "Diverse coalitions create breakthrough solutions"
  11. Accelerating to equal

    Accelerating to equal

    Marc Pritchard

    A view by Marc Pritchard, Chief Brand Officr, P&G

    Read more about "Accelerating to equal"
  12. Inclusion starts at home

    Inclusion starts at home

    WFA

    WFA has compiled some practical tips for fostering a culture of inclusion across all levels of an organisation

    Read more about "Inclusion starts at home"
  13. True equality is a work-in-progress

    True equality is a work-in-progress

    Raja Rajamannar

    A view by Raja Rajamannar, WFA President and Chief Marketing and Communications Officer of Mastercard

    Read more about "True equality is a work-in-progress"
  14. A Marketer's Approach to Diversity and Inclusion
    Report
    Advertising & policyInclusive marketing

    A Marketer's Approach to Diversity and Inclusion

    WFA

    This new WFA report offers brand insights, suggestions and case studies for embracing diversity in your creative and work culture. 

    Read more about "A Marketer's Approach to Diversity and Inclusion"
  15. The Unstereotype Metric

    The Unstereotype Metric

    Unstereotype Alliance

    Developed for the Unstereotype Alliance, it helps measure gender portrayal in advertising

    Read more about "The Unstereotype Metric"
  16. Let's talk about bias
    Expert opinion
    Inclusive marketing

    Let's talk about bias

    Camelia Cristache-Podgorean

    How do you overcome the inherent bias that we all bring to the table? Diageo and Unilever share some views on how to get the 3Ps of progressive representation right: presence, personality, perspective

    Read more about "Let's talk about bias"
  17. Advertising has rebranded diversity, and it isn’t a positive change
    Expert opinion
    Advertising & policyInclusive marketingContent marketing

    Advertising has rebranded diversity, and it isn’t a positive change

    Belinda Smith

    Diversity efforts are often whitewashed and dulled down, says Belinda Smith, Global Head of Media, Electronic Arts. Here are 5 ways to improve these initiatives

    Read more about "Advertising has rebranded diversity, and it isn’t a positive change"
  18. How to create LGBTQ+ inclusive advertising

    How to create LGBTQ+ inclusive advertising

    Outvertising

    This guide aims to help brands bring to life a campaign in paid advertising for a general audience that includes or features LGBT+ people. That means including scenes or images with LGBT+ people in general advertising,or conversations and language that refers to LGBT+ people and their relationships.

    Read more about "How to create LGBTQ+ inclusive advertising"
  19. Bias and inclusion in Advertising: An analysis of 2018 Cannes Lions Film Craft Ads

    Bias and inclusion in Advertising: An analysis of 2018 Cannes Lions Film Craft Ads

    Geena Davis Institute

    This study examines representations of gender, race/ethnicity, sexual orientation (LGBTQ), and ability (with a focus on people with disabilities) among characters in Cannes Lions ads from 2018. Furthermore, it compared findings from 2018 to gender representations in Cannes Lions Film Craft advertisements from the previous decade (2006-2017).

    Read more about "Bias and inclusion in Advertising: An analysis of 2018 Cannes Lions Film Craft Ads"
  20. Better Marketing: Marketing can be a force for positive gender and ethnicity portrayals
    Event reports
    Advertising & policyBrand purposeGlobal Marketer WeekInclusive marketing

    Better Marketing: Marketing can be a force for positive gender and ethnicity portrayals

    Electronic Arts

    Belinda J. Smith, Global Head of Media at Electronic Arts, makes the case on how marketing can change the world for the better.

    Read more about "Better Marketing: Marketing can be a force for positive gender and ethnicity portrayals"
  21. The Gender Equality Measure

    The Gender Equality Measure

    ANA, USA

    The questions used in the Gender Equality Measure (GEM™) module, which helps business leaders make better decisions by addressing unconscious bias within media and programming.

    Read more about "The Gender Equality Measure"