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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. Industry’s unprecedented show of unity to tackle DEI
    Expert opinion
    Inclusive marketing

    Industry’s unprecedented show of unity to tackle DEI

    Will Gilroy, Camelia Cristache-Podgorean

    More than 100 organisations have come together behind the first-ever global diversity, equality and inclusion census of the marketing industry. WFA’s Camelia Cristache and Will Gilroy explain the size and importance of the initiative.

    Read more about "Industry’s unprecedented show of unity to tackle DEI"
  2. Marketing industry launches first-ever global diversity and inclusion census
    NewsPress releasesBenchmark
    Inclusive marketing

    Marketing industry launches first-ever global diversity and inclusion census

    WFA

    Census represents biggest ever global cross-industry collaboration between WFA, agencies associations Voxcomm and EACA, Campaign, Kantar, Cannes Lions, Advertising Week, The Effies and GWI

    Supported by major global companies including Diageo, GSK and Reckitt and agency holding groups WPP and Havas.

    National advertiser and agency associations in 27 markets are promoting the research and encouraging local marketers to participate.

    Read more about "Marketing industry launches first-ever global diversity and inclusion census"
  3. UK ad industry unveils All In Census results and action plan to improve inclusion in the workplace
    News
    Advertising & policyInclusive marketing

    UK ad industry unveils All In Census results and action plan to improve inclusion in the workplace

    WFA

    Industry-wide survey finds Black, Disabled and Working-Class talent are significantly underrepresented in UK advertising

    Read more about "UK ad industry unveils All In Census results and action plan to improve inclusion in the workplace"
  4. WFA launches global industry census in partnership with Campaign, Kantar and agencies associations EACA and VoxComm
    NewsPress releasesBenchmark
    Inclusive marketing

    WFA launches global industry census in partnership with Campaign, Kantar and agencies associations EACA and VoxComm

    WFA

    National advertiser and agency associations in 27 markets will promote research and encourage local marketers to participate.

    Census is supported by major global companies including Diageo, GSK, Havas, Mars, Mondelez and Reckitt.

    Read more about "WFA launches global industry census in partnership with Campaign, Kantar and agencies associations EACA and VoxComm"
  5. Unstereotype Alliance 'State of the Industry' report 2021
    Report
    Inclusive marketing

    Unstereotype Alliance 'State of the Industry' report 2021

    Unstereotype Alliance

    Global action platform report identifies key goals and recommendations for the marketing industry to improve diversity and inclusion.

    Read more about "Unstereotype Alliance 'State of the Industry' report 2021"
  6. Insight & Strategy | Frida Mom: Fourth Trimester
    Case studies
    Inclusive marketing

    Insight & Strategy | Frida Mom: Fourth Trimester

    Contagious I/O

    How a women-led team created an ad that embraced truth and reflected the realities of breastfeeding and motherhood to launch a new product line

    This article was originally published in Contagious I/O on 1 April 2021

    Read more about "Insight & Strategy | Frida Mom: Fourth Trimester"
  7. Case study | Dove: Show Us. It's On Us
    Case studies
    Inclusive marketing

    Case study | Dove: Show Us. It's On Us

    Contagious I/O

    FMCG giant spurs brands to be more inclusive by funding diverse casting costs

    This article was originally published in Contagious I/O on 26 March 2021

    Read more about "Case study | Dove: Show Us. It's On Us"
  8. WFA launches guide to diversity and representation through the creative funnel
    Press releasesGuides & templatesCase studies
    Inclusive marketing

    WFA launches guide to diversity and representation through the creative funnel

    WFA

    Comprehensive framework details potential issues at every stage of the creative process

    Read more about "WFA launches guide to diversity and representation through the creative funnel"
  9. Delivering diversity is a must-pass test
    Expert opinion
    Inclusive marketing

    Delivering diversity is a must-pass test

    Stephan Loerke

    The pandemic has highlighted the need to push the diversity and inclusion agenda harder and faster. Stephan Loerke, WFA CEO, explains why we need to accelerate our impact.

    Read more about "Delivering diversity is a must-pass test"
  10. 54% of people don't feel culturally represented in online ads, Facebook study finds
    BenchmarkReport
    Inclusive marketing

    54% of people don't feel culturally represented in online ads, Facebook study finds

    WFA

    The study includes research in partnership with the Geena Davis Institute on Gender in Media, a survey of 1,200 people, a review of more than 1,200 brand life studies and an analysis of 1,022 global Facebook video ads.

    Read more about "54% of people don't feel culturally represented in online ads, Facebook study finds"
  11. Insight & Strategy | Mattel: Creatable World
    Case studies
    Inclusive marketing

    Insight & Strategy | Mattel: Creatable World

    Contagious I/O, Contagious

    Why a toy maker decided to remodel conventions with a genderless doll range

    This article was originally published in Contagious I/O on 2 December 2019

    Read more about "Insight & Strategy | Mattel: Creatable World"
  12. Insight & Strategy | Doritos: The Best Gift
    Case studies
    Inclusive marketing

    Insight & Strategy | Doritos: The Best Gift

    Contagious I/O

    Why Doritos made an emotional film about sexual diversity and doubled down on inclusivity in Mexico

    This article was originally published in Contagious I/O on 22 January 2021

    Read more about "Insight & Strategy | Doritos: The Best Gift"
  13. Case study | Mastercard: True Name
    Case studies

    Case study | Mastercard: True Name

    Contagious I/O

    Financial services company launches card to ease pain point in the LGBTQIA+ community

    This article was originally published in Contagious I/O on 7 July 2020

    Read more about "Case study | Mastercard: True Name"
  14. Case study | Dove: Women like us

    Case study | Dove: Women like us

    Contagious I/O
    Personal care brand partners with stock image supplier to challenge public perception of women

    This article was originally published in Contagious I/O on 4 April 2019.

    Read more about "Case study | Dove: Women like us"
  15. Expert opinionVideo
    Advertising & policyInclusive marketing

    WFA Better Marketing Pod Ep.1: Diversity & Inclusion

    WFA

    David Wheldon speaks to WFA’s Global Diversity Ambassadors, Belinda Smith and Jerry Daykin

    Read more about "WFA Better Marketing Pod Ep.1: Diversity & Inclusion"
  16. Inclusive Visual Search Guide
    Media & analytics

    Inclusive Visual Search Guide

    Getty Images

    Getty Images has released an Inclusive Visual Search Guide to assist brands and businesses in making intentional content choices which drive authentic and inclusive representation in visual communications.

    Read more about "Inclusive Visual Search Guide"
  17. Visual GPS Summer Update

    Visual GPS Summer Update

    Getty Images

    New research by Getty Images shows that almost eight in ten people globally expect that companies and brands will be consistently committed to inclusivity and diversity in their advertising and say brands still need to go further to achieve genuine representation

    Read more about "Visual GPS Summer Update"
  18. Advertising standards and practices on non-discrimination

    Advertising standards and practices on non-discrimination

    International Council for Advertising Self-Regulation
    This report presents the results of a survey carried out in 21 markets to have a better understanding of the standards and practices around discrimination issues in advertising.
    Read more about "Advertising standards and practices on non-discrimination"
  19. List of Certified Diverse Suppliers for Marketing/Advertising (USA)

    List of Certified Diverse Suppliers for Marketing/Advertising (USA)

    ANA, USA

    The ANA has curated a list of certified diverse suppliers that work in our industry. 

    Read more about "List of Certified Diverse Suppliers for Marketing/Advertising (USA)"
  20. Time to stop covering up our diversity
    Expert opinion
    Advertising & policyInclusive marketing

    Time to stop covering up our diversity

    Jerry Daykin

    We're at an important moment in the diversity conversation and understanding 'covering up' is part of unpacking that, says Jerry Daykin, Senior Media Director EMEA at GSK Consumer Healthcare and WFA Global Diversity and Inclusion Ambassador.

    Read more about "Time to stop covering up our diversity"
  21. Getting to Equal 2020: Pride

    Getting to Equal 2020: Pride

    Accenture

    On the surface, LGBT+ employees in many parts of the world have progressed in the workplace. But Accenture's global research reveals that underneath this success, they are experiencing unseen challenges and privately held fears at work that are hindering their ability to thrive. More than half (57%) of LGBT+ employees believe their gender identity and expression or their sexual orientation has slowed their progress at work. And only 14% of LGBT+ employees feel fully supported by their employer when it comes to issues like welcoming those who identify as LGBT+.

    Read more about "Getting to Equal 2020: Pride"