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.    Five predictions for 2023
    Advertising & policyDigital policyBrand reputationMarketing capabilities

    Five predictions for 2023

    From sustainability claims to tech regulations around the world and greater emphasis on capability building: the WFA team share some predictions for what the next 12 months hold for brands.

    Read more about "Five predictions for 2023"
  2.    WFA Better Marketing Pod Ep 22: On reasons to be optimistic about 2023 with Tom Standage, The Economist
    Advertising & policyDigital policy

    WFA Better Marketing Pod Ep 22: On reasons to be optimistic about 2023 with Tom Standage, The Economist

    WFA podcast host, David Wheldon, speaks with Tom Standage, Deputy Editor of The Economist and Editor, The World Ahead, about tech people’s Messiah complex, upcoming regulation and his three reasons to be optimistic about 2023.

    Read more about "WFA Better Marketing Pod Ep 22: On reasons to be optimistic about 2023 with Tom Standage, The Economist"
  3.    Reasons to be optimistic: How the best work of 2022 can help marketers up their game in 2023
    CreativityContent marketingDigital media transformation

    Reasons to be optimistic: How the best work of 2022 can help marketers up their game in 2023

    Guardian columnist and brand strategist, Arwa Mahdawi, takes a look at the lessons 2022 has taught marketers for the year ahead.

    Read more about "Reasons to be optimistic: How the best work of 2022 can help marketers up their game in 2023"
  4.    Global Agency Remuneration Trends: 2022 update
    Marketing procurementMarketing procurement

    Global Agency Remuneration Trends: 2022 update

    Major advertisers believe that their agency partners are still offering great value in 2022, according to a major new research study from WFA and strategic partner The Observatory International.

    Read more about "Global Agency Remuneration Trends: 2022 update"
  5.    TPA Taskforce overview (December 2022)
    Advertising & policyDigital policyPrivacy & tech

    TPA Taskforce overview (December 2022)

    Overview of the Transparency in Political Advertising (TPA) Taskforce meeting held remotely on 6 December 2022

    Read more about "TPA Taskforce overview (December 2022)"
  6.    Reducing WFA’s carbon footprint
    Brand purposeSustainability

    Reducing WFA’s carbon footprint

    WFA is committed to doing its part in the fight against climate change. WFA Senior Connections Manager, Hanne van de Ven, shares on the organisation's journey to reduce its event-related carbon footprint.

    Read more about "Reducing WFA’s carbon footprint"
  7.    Spotlight: Inflation equals innovation
    Marketing procurementMarketing procurement

    Spotlight: Inflation equals innovation

    In this session, our guest Iain Seers, CEO @RightSpend, takes a higher view on the marketing data they have been gathering for the past decade and offers opportunities for WFA members to better manage their marketing spend in a challenging environment.

    Read more about "Spotlight: Inflation equals innovation"
  8.    DGX meeting overview (December 2022)
    Advertising & policyDigital policyPrivacy & tech

    DGX meeting overview (December 2022)

    Overview of the Digital Governance Exchange (DGX) meeting held remotely on 8 December 2022

    Read more about "DGX meeting overview (December 2022)"
  9.    Spotlight: Recession-proofing strategies for creative production
    Marketing procurementMarketing procurement

    Spotlight: Recession-proofing strategies for creative production

    As advertisers around the world respond to growing economic instability with frugal action, APR offered their help to WFA members who would like to (re)evaluate their creative production plans, processes and priorities.

    Read more about "Spotlight: Recession-proofing strategies for creative production"
  10.    People first measurement
    Cross-media measurement

    People first measurement

    The current drive for smarter cross-media measurement is starting to bear fruit in key markets. Matt Green, Director, Global Media Services at WFA, assesses the progress so far.

    Read more about "People first measurement"
  11.    Putting wages on an equal footing
    Advertising & policyInclusive marketing

    Putting wages on an equal footing

    Knowing that you are paid fairly is a critical part of the inclusion equation, says Michele Prota, Global Chief Talent Officer at Forsman & Bodenfors.

    Read more about "Putting wages on an equal footing"
  12.    Webinar: Understanding data ethics in practice
    Digital policyPrivacy & tech

    Webinar: Understanding data ethics in practice

    92% of CMOs say that data ethics is a priority for their organisation, yet 50% still struggle to understand what data ethics means when it comes to the process and practices they need to apply both internally and across their marketing supply chains.

    Read more about "Webinar: Understanding data ethics in practice"
  13.    Benchmark: Supply-chain finance solutions
    Marketing procurementMarketing procurement

    Benchmark: Supply-chain finance solutions

    This WFA member benchmark examined reasons for/against and approaches to supply-chain finance.

    Read more about "Benchmark: Supply-chain finance solutions"
  14.    WFA  and jury reveal shortlist for Global Marketer of the Year 2022
    Global Marketer of the Year

    WFA and jury reveal shortlist for Global Marketer of the Year 2022

    Our expert jury has shortlisted top global marketing leaders for our WFA annual award scheme. Voting is now open until the 31st of January 2023 and the winner will be announced in early February in partnership with The Drum. Special recognition given to Jodi Harris, formerly of AB InBev, who passed away this year.

    Read more about "WFA and jury reveal shortlist for Global Marketer of the Year 2022"
  15.    Agencies feel more comfortable being honest with clients, WFA research

    Agencies feel more comfortable being honest with clients, WFA research

    But too many soft KPIs and “the wrong KPIs” are a rising concern

    Read more about "Agencies feel more comfortable being honest with clients, WFA research"
  16.    Regulatory mapping of marketing to children and use of licensed characters & toys
    Advertising & policy

    Regulatory mapping of marketing to children and use of licensed characters & toys

    Overview of restrictions on marketing to kids (M2K) and on the use of licensed media characters in the promotion of food and beverage products

    Read more about "Regulatory mapping of marketing to children and use of licensed characters & toys"
  17.    Client-agency performance evaluations: 2022 update
    Marketing procurementMarketing procurement

    Client-agency performance evaluations: 2022 update

    Decideware and the WFA returned again late 2022 to dig deeper into the relationship dynamics and efficiencies between marketers and agencies.

    Read more about "Client-agency performance evaluations: 2022 update"
  18.    Spotlight: What makes clients attractive to agencies?
    Marketing procurementMarketing procurement

    Spotlight: What makes clients attractive to agencies?

    Agencies with the best clients attract the best talent.

    Read more about "Spotlight: What makes clients attractive to agencies?"
  19.    RAC Programme Meeting Overview (November 2022)
    Advertising & policy

    RAC Programme Meeting Overview (November 2022)

    Meeting overview, presentations and briefings from WFA’s Responsible Advertising and Children (RAC) programme meeting on 23 November 2022.

    Read more about "RAC Programme Meeting Overview (November 2022)"
  20.    Consumer Insights needs an inclusive approach too
    Media & analyticsInclusive marketing

    Consumer Insights needs an inclusive approach too

    Consumers come in all shapes and sizes, so brands need to ensure they are getting insights from everyone. Corrine Moy, Council Member of ESOMAR – the global insights community – explains.

    Read more about "Consumer Insights needs an inclusive approach too"
  21.    10 years of Responsible Alcohol Marketing
    Advertising & policy

    10 years of Responsible Alcohol Marketing

    On the occasion of the 10th anniversary of the Responsible Marketing Pact, Giuditta Hanau Santini, Junior Policy Manager at WFA, shares her thoughts on the importance of protecting minors from exposure to alcohol advertising.

    Read more about "10 years of Responsible Alcohol Marketing"