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.

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  1. 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)"
  2. 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)"
  3. 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"
  4. 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"
  5. 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"
  6. 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"
  7. Five predictions for 2023
    Expert opinion
    Advertising & policyDigital policyBrand reputationMarketing capabilities

    Five predictions for 2023

    WFA

    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"
  8. WFA Better Marketing Pod Ep 22: On reasons to be optimistic about 2023 with Tom Standage, The Economist
    Expert opinionVideo
    Advertising & policyDigital policy

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

    WFA

    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"
  9. Reasons to be optimistic: How the best work of 2022 can help marketers up their game in 2023
    Expert opinion
    CreativityContent marketingDigital media transformation

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

    Arwa Mahdawi

    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"
  10. Global Agency Remuneration Trends: 2022 update
    Report
    Marketing procurementMarketing procurement

    Global Agency Remuneration Trends: 2022 update

    WFA

    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"
  11. TPA Taskforce overview (December 2022)
    Event reports
    Advertising & policyDigital policyPrivacy & tech

    TPA Taskforce overview (December 2022)

    WFA

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

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

    Reducing WFA’s carbon footprint

    Hanne van de Ven

    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"
  13. Spotlight: Inflation equals innovation
    Video
    Marketing procurementMarketing procurement

    Spotlight: Inflation equals innovation

    WFA

    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"
  14. DGX meeting overview (December 2022)
    Event reports
    Advertising & policyDigital policyPrivacy & tech

    DGX meeting overview (December 2022)

    WFA

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

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

    Spotlight: Recession-proofing strategies for creative production

    WFA

    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"
  16. People first measurement
    Expert opinion
    Cross-media measurement

    People first measurement

    Matt Green

    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"
  17. Putting wages on an equal footing
    Expert opinion
    Advertising & policyInclusive marketing

    Putting wages on an equal footing

    Michele Prota

    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"
  18. Webinar: Understanding data ethics in practice
    Video
    Digital policyPrivacy & tech

    Webinar: Understanding data ethics in practice

    WFA

    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"
  19. Benchmark: Supply-chain finance solutions
    Benchmark
    Marketing procurementMarketing procurement

    Benchmark: Supply-chain finance solutions

    WFA

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

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

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

    WFA

    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"
  21. Agencies feel more comfortable being honest with clients, WFA research
    Press releases

    Agencies feel more comfortable being honest with clients, WFA research

    WFA

    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"