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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. WFA launches new Transparency Tool for media
    Marketing tool

    WFA launches new Transparency Tool for media

    Tom Ashby

    WFA has launched a new Transparency Tool, in partnership with Ebiquity, designed to help benchmark contact transparency across key areas of media practice.

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  2. Media and creative: together for superior effectiveness and ROAS (Google)
    Event reports
    Marketing effectiveness

    Media and creative: together for superior effectiveness and ROAS (Google)

    WFA

    On the 21st of January 2025, the WFA community was invited to the Google offices in Singapore for an evening of insights and networking drinks. A session hosted by Goole demonstrated how media and creative are two essential sides of the same coin. Materials shared by the team at Google are now available for download.

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  3. Privacy and Tech Forum
    Expert opinionVideo
    Digital policyMarketing technologyMarketing technology

    Privacy and Tech Forum

    Gabrielle Robitaille

    For senior experts from a broad range of functions, including marketing, legal, policy and compliance.

    Read more about "Privacy and Tech Forum"
  4. Cannes Lions

    WFA at Cannes

    WFA

    Each year at Cannes, WFA brings together a programme of events available to WFA members, including WFA co-hosted events and WFA speaker sessions (indicated in red) and 3rd party sessions (indicated in blue) taking place across the week. We hope these will help you connect, learn and make the most of your time in Cannes.

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  5. Knowledge Spotlight: Search Engine Optimisation (SEO) 101
    Video
    Media & analyticsMarketing effectivenessMarketing procurementMarketing technologyDigital media transformationMarketing capabilitiesMarketing procurementMarketing technology

    Knowledge Spotlight: Search Engine Optimisation (SEO) 101

    WFA

    This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts, this series offers 101 sessions on modern marketing foundations relevant to Asia Pacific. Designed for emerging leaders, from junior to mid-level professionals, looking to enhance their marketing skills and knowledge.

    Read more about "Knowledge Spotlight: Search Engine Optimisation (SEO) 101"
  6. Cross-media measurement is an advertisers’ North Star
    Cross-media measurementHalo

    Cross-media measurement is an advertisers’ North Star

    Matt Green, Rishi Saxena

    Campaigns now typically feature nine different touchpoints, making the challenge of measuring impact more acute, but more vital than ever. Matt Green and Rishi Saxena unveil new WFA research and point to the progress made with WFA’s North Star Halo programme – an enabler for Origin in the UK and Aquila in the US.

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  7. Major multinationals identify six key IP risks of GenAI in marketing
    Marketing technologyAIMarketing technology

    Major multinationals identify six key IP risks of GenAI in marketing

    Gabrielle Robitaille

    Marketers fears about IP and copyright are stopping brands taking advantage of the benefits. This new WFA report highlights options open to advertisers to create safe spaces for GenAI use.

    Read more about "Major multinationals identify six key IP risks of GenAI in marketing"
  8. Responsible Food Marketing Policy: WFA key messages
    Briefings & position papers

    Responsible Food Marketing Policy: WFA key messages

    WFA

    WFA’s key messages advocating for proportionate, evidence-based and robust policies on food marketing and children.

    Read more about "Responsible Food Marketing Policy: WFA key messages"
  9. Spotlight: Sustainable Marketing 2030 - Creativity into Action
    Video
    Sustainability

    Spotlight: Sustainable Marketing 2030 - Creativity into Action

    WFA

    Learn more about the role of creativity in sustainable transformation from WFA and Kantar.

    Read more about "Spotlight: Sustainable Marketing 2030 - Creativity into Action"
  10. Sustainability into Action
    Sustainability

    Sustainability into Action

    WFA

    New series of WFA playbooks on sustainable marketing from WFA and Kantar offers marketers guidance on how to put theory into practice, starting with the power of storytelling.

    Read more about "Sustainability into Action"
  11. The World Ahead 2025 with Tom Standage (The Economist)
    Video

    The World Ahead 2025 with Tom Standage (The Economist)

    WFA

    The Economist’s predictive look to the year ahead. Tom Standage, Deputy Editor of The Economist and Editor of The World Ahead, provides an exclusive, first insight into the top 10 topics of the upcoming The World Ahead 2025 report.

    Read more about "The World Ahead 2025 with Tom Standage (The Economist)"
  12. Major multinationals look to supplier diversity as they seek to appeal to a broader consumer base
    Report
    Marketing procurementMarketing procurement

    Major multinationals look to supplier diversity as they seek to appeal to a broader consumer base

    Alice Tomlinson

    Close to 1 in 4 multinationals have been working on this area for more than a decade, yet challenges around tracking and availability persist. A new WFA playbook offers voluntary guidance and case studies for marketing leaders looking to develop or strengthen their supplier diversity programmes.

    Read more about "Major multinationals look to supplier diversity as they seek to appeal to a broader consumer base"
  13. Ad spend growth to slow in 2025
    Benchmark
    Media transformation

    Ad spend growth to slow in 2025

    Tom Ashby

    The latest WFA and Ebiquity study indicates a further rise in media budgets next year, but positive movement is likely to be more targeted than in previous years says Tom Ashby, Global Lead Media Services at WFA.

    Read more about "Ad spend growth to slow in 2025"
  14. Three-quarters of brands want to change their agency remuneration model
    Report
    Agency managementMarketing technologyMarketing structureAIMarketing technology

    Three-quarters of brands want to change their agency remuneration model

    Tom Ashby

    According to new research from WFA and global media advisors MediaSense, three out of four multinational brands are seeking to change their agency renumeration model in the next three years.

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  15. Skills underpin the power of procurement
    Report
    Marketing procurementMarketing procurement

    Skills underpin the power of procurement

    Laura Forcetti

    Marketing procurement needs to get its skills future-fit to add maximum value to the business. Laura Forcetti, Director Marketing Services Asia Pacific and Global Sourcing at WFA, reveals the latest research.

    Read more about "Skills underpin the power of procurement"
  16. Five takeouts from the predicted media inflation rises
    News

    Five takeouts from the predicted media inflation rises

    Tom Ashby

    Media inflation is predicted to rise over the next couple of years. WFA Tom Ashby, Global Lead, Media Services, highlights some implications for advertisers.

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  17. WFA Outlook report: Media inflation set to rise in 2025 and 2026
    Report

    WFA Outlook report: Media inflation set to rise in 2025 and 2026

    Tom Ashby

    9 out of 10 top global markets expected to see prices rise more than in 2024.

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  18. WFA Regulatory Tracker: Gen AI Transparency Obligations
    Briefings & position papers
    Advertising & policy

    WFA Regulatory Tracker: Gen AI Transparency Obligations

    WFA

    An overview of AI transparency obligations key markets globally

    Read more about "WFA Regulatory Tracker: Gen AI Transparency Obligations"
  19. WFA launches new call for agency cost data
    News
    Agency managementInfluencer marketing

    WFA launches new call for agency cost data

    WFA

    The WFA is relaunching its Agency Cost Index (ACI) tool to support members as they seek to gain a better understanding of what the costs of using agency services might look like globally.

    Read more about "WFA launches new call for agency cost data"
  20. Consumer perspectives on AI in advertising & marketing
    Digital policyAI

    Consumer perspectives on AI in advertising & marketing

    Gabrielle Robitaille

    Keep track of consumers expectations and perspectives on the use of generative AI in advertising and marketing.

    Read more about "Consumer perspectives on AI in advertising & marketing"
  21. How AI could augment human insights
    Media & analyticsAI

    How AI could augment human insights

    Ioana Danila

    New technology is changing the way the insights function works across the globe. Ioana Danila, Senior Manager, Global Insights at the WFA, explains how it is enabling a more strategic approach.

    Read more about "How AI could augment human insights"