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.

RSS Feed
  1. Karen Riley-Grant, Levi's: WFA Global Marketer of the Year 2022 nominee
    Expert opinionVideo
    Global Marketer of the Year

    Karen Riley-Grant, Levi's: WFA Global Marketer of the Year 2022 nominee

    WFA

    Karen Riley-Grant, Global Chief Marketing Officer at Levi Strauss & Co, is one of the eight global marketers shortlisted for this year's WFA Global Marketer of the Year award in partnership with The Drum. Karen talks to us about her priorities, recent achievements and thoughts on what's next. 

    Read more about "Karen Riley-Grant, Levi's: WFA Global Marketer of the Year 2022 nominee"
  2. Martin Renaud, Mondelēz International: WFA Global Marketer of the Year 2022 nominee
    Expert opinionVideo
    Global Marketer of the Year

    Martin Renaud, Mondelēz International: WFA Global Marketer of the Year 2022 nominee

    WFA

    Martin Renaud, EVP & Chief Marketing and Sales Officer, Mondelēz International, is one of the eight global marketers shortlisted for this year's WFA Global Marketer of the Year award in partnership with The Drum. Martin talks to us about his priorities, recent achievements and thoughts on what's next.

    Read more about "Martin Renaud, Mondelēz International: WFA Global Marketer of the Year 2022 nominee"
  3. Asmita Dubey, L'Oréal: WFA Global Marketer of the Year 2022 nominee
    Expert opinionVideo
    Global Marketer of the Year

    Asmita Dubey, L'Oréal: WFA Global Marketer of the Year 2022 nominee

    WFA

    Asmita Dubey, Chief Digital & Marketing Officer, L'Oréal, is one of the eight global marketers shortlisted for this year's WFA Global Marketer of the Year award in partnership with The Drum. Asmita talks to us about her priorities, recent achievements and thoughts on what's next. 

    Read more about "Asmita Dubey, L'Oréal: WFA Global Marketer of the Year 2022 nominee"
  4. Cristina Diezhandino, Diageo: WFA Global Marketer of the Year 2022 nominee
    Expert opinionVideo
    Global Marketer of the Year

    Cristina Diezhandino, Diageo: WFA Global Marketer of the Year 2022 nominee

    WFA

    Cristina Diezhandino, Chief Marketing Officer at Diageo, is one of the eight global marketers shortlisted for this year's WFA Global Marketer of the Year award in partnership with The Drum. Cristina talks to us about her priorities, recent achievements and thoughts on what's next. 

    Read more about "Cristina Diezhandino, Diageo: WFA Global Marketer of the Year 2022 nominee"
  5. Patricia Corsi, Bayer Consumer Health: WFA Global Marketer of the Year 2022 nominee
    Expert opinionVideo
    Global Marketer of the Year

    Patricia Corsi, Bayer Consumer Health: WFA Global Marketer of the Year 2022 nominee

    WFA

    Patricia Corsi, Chief Marketing, Digital and Information Officer at Bayer Consumer Health, is one of the eight global marketers shortlisted for this year's WFA Global Marketer of the Year award in partnership with The Drum. Patricia talks to us about her priorities, recent achievements and thoughts on what's next.

    Read more about "Patricia Corsi, Bayer Consumer Health: WFA Global Marketer of the Year 2022 nominee"
  6. Julia Goldin, LEGO: WFA Global Marketer of the Year 2022 nominee
    Expert opinionVideo
    Global Marketer of the Year

    Julia Goldin, LEGO: WFA Global Marketer of the Year 2022 nominee

    WFA

    Julia Goldin, Chief Product & Marketing Officer, LEGO, is one of the eight global marketers shortlisted for this year's WFA Global Marketer of the Year award in partnership with The Drum. 

    Read more about "Julia Goldin, LEGO: WFA Global Marketer of the Year 2022 nominee"
  7. Cheryl Goh, Grab: WFA Global Marketer of the Year 2022 nominee
    Expert opinionVideo
    Global Marketer of the Year

    Cheryl Goh, Grab: WFA Global Marketer of the Year 2022 nominee

    WFA

    Cheryl Goh, Group VP of Marketing and Sustainability – Founding CMO, Grab, is one of the eight global marketers shortlisted for this year's WFA Global Marketer of the Year award in partnership with The Drum. Cheryl talks to us about her priorities, recent achievements and thoughts on what's next.

    Read more about "Cheryl Goh, Grab: WFA Global Marketer of the Year 2022 nominee"
  8. Fabrice Beaulieu, Reckitt: WFA Global Marketer of the Year 2022 nominee
    Expert opinionVideo
    Global Marketer of the Year

    Fabrice Beaulieu, Reckitt: WFA Global Marketer of the Year 2022 nominee

    WFA

    Fabrice Beaulieu, Chief Marketing, Sustainability and Corporate Affairs Officer, Reckitt, is one of the eight global marketers shortlisted for this year's WFA Global Marketer of the Year award in partnership with The Drum. Fabrice talks to us about his priorities, recent achievements and thoughts on what's next:

    Read more about "Fabrice Beaulieu, Reckitt: WFA Global Marketer of the Year 2022 nominee"
  9. Spotlight: Global Agency Remuneration Trends
    Video
    Marketing procurementMarketing procurement

    Spotlight: Global Agency Remuneration Trends

    WFA

    It’s been four years since we last looked at remuneration in detail – and much has changed in terms of financial pressures due to the pandemic and geo-political issues since that time.

    Read more about "Spotlight: Global Agency Remuneration Trends"
  10. WFA Benchmark Results: Taking a Deeper Dive into Retail Media
    Benchmark
    Retail media & ecommerce

    WFA Benchmark Results: Taking a Deeper Dive into Retail Media

    WFA

    Results from a Survey on Retail Media focusing on how organisations are leveraging their approach to this on a GLOBAL Scale

    Read more about "WFA Benchmark Results: Taking a Deeper Dive into Retail Media"
  11. Spotlight: Client-agency performance evaluations: 2022 update
    Video
    Marketing procurementMarketing procurement

    Spotlight: Client-agency performance evaluations: 2022 update

    WFA

    Decideware and the WFA returned again late 2022 to dig deeper into the relationship dynamics and efficiencies between marketers and agencies. This survey built on the foundation created by previous years inquisition & analysis is the most thorough ever explored by the partnership.

    Read more about "Spotlight: Client-agency performance evaluations: 2022 update"
  12. Benchmark: Global Category Management – Models (for artwork/photography)
    Benchmark
    Marketing procurementMarketing procurement

    Benchmark: Global Category Management – Models (for artwork/photography)

    WFA

    This WFA member benchmark examined the category management of models, for photography and/or artwork.

    Read more about "Benchmark: Global Category Management – Models (for artwork/photography)"
  13. After Spring comes…
    Expert opinion
    Marketing procurementMarketing strategyMarketing procurementMarketing strategy

    After Spring comes…

    Laura Forcetti

    The WFA Sourcing Board is refreshing its goals and ambitions after three years and a half, with a series of new initiatives to help marketing procurement practitioners drive efficiency, effectiveness and delivery. Laura Forcetti, Director of Global Marketing Sourcing Services at the WFA, explains.

    Read more about "After Spring comes…"
  14. Benchmark: Global Category Management – Digital Commerce
    Benchmark
    Marketing procurementMarketing procurement

    Benchmark: Global Category Management – Digital Commerce

    WFA

    This WFA member benchmark examined the category management of Digital Commerce

    Read more about "Benchmark: Global Category Management – Digital Commerce"
  15. Sourcing Forum meeting overview (December 2022)
    Event reports
    Marketing procurementMarketing strategyMarketing procurementMarketing strategy

    Sourcing Forum meeting overview (December 2022)

    WFA

    Overview of the Sourcing Forum held remotely on 1st of December, 2022

    Read more about "Sourcing Forum meeting overview (December 2022)"
  16. WFA Forum: Media Forum Overview - 7th December 2022 - Developing a Successful ESG Strategy (with a D&I Focus)
    Event reportsGuides & templates
    Inclusive marketing

    WFA Forum: Media Forum Overview - 7th December 2022 - Developing a Successful ESG Strategy (with a D&I Focus)

    WFA

    Meeting overview and presentations from WFA’s Remote Media Forum on the 7th of December 2022

    Read more about "WFA Forum: Media Forum Overview - 7th December 2022 - Developing a Successful ESG Strategy (with a D&I Focus)"
  17. Sourcing Forum meeting overview (November 2022)
    Event reports
    Marketing procurementMarketing strategyMarketing procurementMarketing strategy

    Sourcing Forum meeting overview (November 2022)

    WFA

    Overview of the Sourcing Forum held in Amsterdam on the 8th of November, 2022

    Read more about "Sourcing Forum meeting overview (November 2022)"
  18. WFA Forum Connect: Media Forum Overview - Amsterdam 8th November 2022
    Event reports
    Cross-media measurementMarketing effectiveness

    WFA Forum Connect: Media Forum Overview - Amsterdam 8th November 2022

    WFA

    Meeting overview and presentations from WFA’s Forum Connect Media Forum on the 8th of November 2022

    Read more about "WFA Forum Connect: Media Forum Overview - Amsterdam 8th November 2022"
  19. WFA Benchmark: Media Ad Servers in a Constantly changing environment
    Benchmark
    Marketing technologyMarketing technology

    WFA Benchmark: Media Ad Servers in a Constantly changing environment

    WFA

    A WFA member wanted to know the most up-to-date Point of View from advertisers when it comes to ad servers in our constantly evolving industry.

    Read more about "WFA Benchmark: Media Ad Servers in a Constantly changing environment"
  20. Advertisers believe they are still getting great value from their agencies post pandemic, WFA research
    Press releases

    Advertisers believe they are still getting great value from their agencies post pandemic, WFA research

    WFA

    Clients acknowledge the need to pay more for diversity and sustainability commitments, as value-based compensation continues its steady rise 

    Clients challenged on cost of digital work, which has increased by up to 50% 

    Agencies face payment terms that now average 60 days

    Read more about "Advertisers believe they are still getting great value from their agencies post pandemic, WFA research"
  21. The role of AI in the content creation process
    Video
    Marketing procurementMarketing procurement

    The role of AI in the content creation process

    WFA

    This session focused on the practical use of AI in the content creation process, and took place on Dec 1st, 2022 during a Sourcing Forum meeting.

    Read more about "The role of AI in the content creation process"