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. My top 10 take-outs from talking to marketing's brightest minds
    Expert opinionVideo
    Brand purposeBrand reputationMarketing structure

    My top 10 take-outs from talking to marketing's brightest minds

    David Wheldon

    The biggest brains in marketing offer their top tips to smarter, more effective marketing. David Wheldon highlights 10 great pieces of advice from recent episodes of the WFA’s Better Marketing podcast

    Read more about "My top 10 take-outs from talking to marketing's brightest minds"
  2. WFA launches Global Marketer of the Year 2022
    Press releases
    Brand purposeBrand reputationCreativityGlobal Marketer of the YearMarketing effectivenessMarketing structureContent marketingMarketing capabilitiesMarketing operations

    WFA launches Global Marketer of the Year 2022

    WFA

    Partners with The Drum to celebrate global and regional marketers and the work they do to strengthen their brands and businesses

    New WFA Hall of Fame celebrates the work of all the marketers who have been shortlisted in the five previous rounds of the award

    Read more about "WFA launches Global Marketer of the Year 2022"
  3. Take note: 5 back-to-school lessons for marketers
    Expert opinion
    Marketing capabilitiesMarketing operations

    Take note: 5 back-to-school lessons for marketers

    Raja Rajamannar

    Raja Rajamannar, Chief Marketing & Communications Officer, Mastercard and WFA President, shares five lessons to help marketers succeed and make the most of the rest of 2022 and beyond.

    Read more about "Take note: 5 back-to-school lessons for marketers"
  4. Spotlight: Think with Google - Evolving the role of apps for Businesses in APAC
    Video
    Advertising & policyRetail media & ecommerce

    Spotlight: Think with Google - Evolving the role of apps for Businesses in APAC

    WFA

    Repositioning apps for Businesses in APAC. 

    Read more about "Spotlight: Think with Google - Evolving the role of apps for Businesses in APAC"
  5. Benchmark: Members’ thoughts on Ebiquity acquiring MediaPath
    Benchmark
    Cross-media measurementMedia & analyticsMarketing technologyMarketing technology

    Benchmark: Members’ thoughts on Ebiquity acquiring MediaPath

    WFA

    A WFA member was looking for reviews of GMP365

    Read more about "Benchmark: Members’ thoughts on Ebiquity acquiring MediaPath"
  6. Benchmark: Exploring Innovative Agency Models
    Benchmark
    Agency managementMarketing structure

    Benchmark: Exploring Innovative Agency Models

    WFA

    A WFA member was looking at adopting a media agency model that incorporates multiple agencies working together globally. The member therefore wanted to know if others have a model in place for working with multiple agencies.

    Read more about "Benchmark: Exploring Innovative Agency Models"
  7. Benchmark: Negotiations with tech titans or big digital platforms
    Benchmark
    Marketing procurementValue of advertisingMarketing procurement

    Benchmark: Negotiations with tech titans or big digital platforms

    WFA

    WFA member benchmark on obtaining savings or other forms of value when negotiating with tech titans or big platforms.

    Read more about "Benchmark: Negotiations with tech titans or big digital platforms"
  8. Alcohol Marketing Road Test
    Guides & templates
    Advertising & policy

    Alcohol Marketing Road Test

    WFA

    Deciding if an ad is irresponsible or targets minors is a tricky business. It is rarely black and white.

    Read more about "Alcohol Marketing Road Test"
  9. Clients and Creativity
    Report
    Advertising & policyCreativity

    Clients and Creativity

    WFA

    With creative communications effectiveness on the decline, what can brand owners do to reverse the decline and drive sustainable brand growth? 

    Read more about "Clients and Creativity"
  10. Charting a new course in media for 2022 and beyond
    Expert opinion

    Charting a new course in media for 2022 and beyond

    Matt Green

    WFA asked major multinational clients to reflect on what the global media industry should prioritise moving forward. Matt Green, WFA's Director of Global Media, reviews their top priorities for collaboration

    Read more about "Charting a new course in media for 2022 and beyond"
  11. Marketing facing “worst-ever” talent crisis
    Press releasesBenchmarkReport
    Marketing capabilitiesMedia transformation

    Marketing facing “worst-ever” talent crisis

    WFA

    Data and analytics, eCommerce and measurement top skills shortage

    Over-specialisation, poor training and talent management key reasons for lack of staff development  

    Read more about "Marketing facing “worst-ever” talent crisis"
  12. Media’s got talent?
    Report
    Advertising & policy

    Media’s got talent?

    WFA

    This joint WFA and MediaSense study examining global media talent was launched in May 2022 on the back of the Media2025 research which revealed how 56% of brands felt that a skills shortage was holding the industry back.

    Non-WFA members can download a copy of this document at www.wfanet.org/mediatalent

    Read more about "Media’s got talent?"
  13. Insight & Strategy | Ford: Very Gay Raptor
    Case studies
    Advertising & policyInclusive marketing

    Insight & Strategy | Ford: Very Gay Raptor

    Contagious I/O

    How a car brand stood up against discrimination on social media and earned 184 million impressions in the process.

    This article was originally published in Contagious I/O on 16 June 2022

    Read more about "Insight & Strategy | Ford: Very Gay Raptor"
  14. Case study | Motor Neurone Disease New Zealand: David’s Unusables
    Case studies

    Case study | Motor Neurone Disease New Zealand: David’s Unusables

    Contagious I/O

    Non-profit hijacks online auction platform to educate about the effects of Motor Neurone Disease.

    This article was originally published in Contagious I/O on 17 June 2022

    Read more about "Case study | Motor Neurone Disease New Zealand: David’s Unusables"
  15. Case study | FELGTB: #RealVoicesOfPride
    Case studies
    Advertising & policyInclusive marketing

    Case study | FELGTB: #RealVoicesOfPride

    Contagious I/O

    Non-profit leverages lip sync feature on TikTok to give oppressed members of the LGBTQ+ community a voice

    This article was originally published in Contagious I/O on 24 June 2022

    Read more about "Case study | FELGTB: #RealVoicesOfPride"
  16. Insight & Strategy | WeCapital: Data Tienda
    Case studies
    Advertising & policyInclusive marketing

    Insight & Strategy | WeCapital: Data Tienda

    Contagious I/O

    How a financial institution played on a cultural insight to rebuild the credit histories and promote the financial inclusion of thousands of women in Mexico.

    This article was originally published in Contagious I/O on 4 July 2022

    Read more about "Insight & Strategy | WeCapital: Data Tienda"
  17. WFA Better Marketing Pod Ep 19: On redefining creative excellence with David Droga
    Expert opinionVideo
    Advertising & policyBrand purposeMarketing structureMarketing operations

    WFA Better Marketing Pod Ep 19: On redefining creative excellence with David Droga

    WFA

    WFA podcast host, David Wheldon, speaks with David Droga, CEO and Creative Chairman of Accenture Song, about his journey from the mailroom in Australia to the highest seat in Accenture's creative powerhouse – and where the agency’s name comes from.

    Read more about "WFA Better Marketing Pod Ep 19: On redefining creative excellence with David Droga"
  18. Benchmark: Online communities and advisory boards
    Benchmark
    Marketing effectiveness

    Benchmark: Online communities and advisory boards

    WFA

    A member of the WFA Insight Forum is looking for partnering with agencies for online communities and advisory boards

    Read more about "Benchmark: Online communities and advisory boards"
  19. Agency Roster Transformation
    Report
    Agency managementMarketing structureCMO Forum

    Agency Roster Transformation

    WFA

    In-housing benefits as advertisers seek to respond to digital, Covid, sustainability and diversity and inclusion challenges

    Read more about "Agency Roster Transformation"
  20. Agency rosters face ongoing reform and revamps
    Press releasesReport
    Agency managementMarketing structure

    Agency rosters face ongoing reform and revamps

    WFA

    In-housing benefits as advertisers seek to respond to digital, Covid, sustainability and diversity and inclusion challenges, shows new WFA research

    Read more about "Agency rosters face ongoing reform and revamps"
  21. Benchmark: Social media compromises/hacks
    Benchmark
    Advertising & policyMarketing organisation

    Benchmark: Social media compromises/hacks

    WFA

    WFA member benchmark on how to manage social media hacks

    Read more about "Benchmark: Social media compromises/hacks"