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. 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"
  2. 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"
  3. 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?"
  4. 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"
  5. 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"
  6. 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"
  7. 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"
  8. 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"
  9. 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"
  10. 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"
  11. 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"
  12. 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"
  13. Spotlight: Navigating global media demand and pricing trends – July 2022
    Video
    Marketing capabilities

    Spotlight: Navigating global media demand and pricing trends – July 2022

    WFA

    Join Mark Gallagher (EVP Global Investment) at Omnicom Media Group as we dig into global media pricing trends in the second half of 2022 (and beyond to 2023).

    Read more about "Spotlight: Navigating global media demand and pricing trends – July 2022"
  14. Benchmark: Tracking media in-feed on social platforms
    BenchmarkGuides & templates
    Advertising & policy

    Benchmark: Tracking media in-feed on social platforms

    WFA

    WFA member benchmark on what steps advertisers have taken to address in-feed brand safety issues across social platforms

    Read more about "Benchmark: Tracking media in-feed on social platforms"
  15. DGX Benchmark: Google Analytics (July 2022)
    Benchmark
    Advertising & policyDigital policyPrivacy & techMarketing effectiveness

    DGX Benchmark: Google Analytics (July 2022)

    WFA

    WFA’s second member benchmark on the French, Austrian and Italian decisions finding Google Analytics in breach of GDPR.

    Read more about "DGX Benchmark: Google Analytics (July 2022)"
  16. Sourcing Forum meeting overview (June 2022)
    Event reports
    Marketing procurementMarketing strategyMarketing procurementMarketing strategy

    Sourcing Forum meeting overview (June 2022)

    WFA

    Overview of the Sourcing Forum held remotely on June 30, 2022.

    Read more about "Sourcing Forum meeting overview (June 2022)"
  17. China Forum (July 2022)
    VideoEvent reports
    Marketing effectivenessMarketing technologyRetail media & ecommerceMarketing capabilitiesMarketing technology

    China Forum (July 2022)

    WFA

    Building on the recent WFA study Global eCommerce and Marketing, this Forum turns the spotlight to China and how brands can better manage and maximise their media investment in this dynamic market.

    Read more about "China Forum (July 2022)"
  18. Spotlight: The rise of freelance talent
    Video
    Marketing procurementMarketing procurement

    Spotlight: The rise of freelance talent

    WFA

    Freelancing has exploded in popularity in the past years, with companies struggling to source talent and fill vacancies, and alongside the emergence of platforms enabling shorter-term relationships for specialty projects.

    Read more about "Spotlight: The rise of freelance talent"
  19. WFA Better Marketing Pod Ep 18: Cannes Special with Rupen Desai
    Expert opinionVideo
    Advertising & policyDigital policyInclusive marketing

    WFA Better Marketing Pod Ep 18: Cannes Special with Rupen Desai

    WFA

    WFA podcast host, David Wheldon, speaks with Rupen Desai, Global Chief Marketing Officer at Dole Sunshine Company, about brands rising up to the climate challenge, talent and the 'great reawakening' and his leadership role in APAC.

    Read more about "WFA Better Marketing Pod Ep 18: Cannes Special with Rupen Desai"
  20. How seriously is the industry taking sustainability?
    Expert opinion
    Advertising & policyBrand purposeValue of advertisingCannes LionsSustainability

    How seriously is the industry taking sustainability?

    WFA

    WFA asked leading trade press editors to rank the industry on how they're responding to the sustainability challenge.

    The first part of this series featured editors from Marketing Week, Warc, Adweek and MediaPost. See here.

    Read more about "How seriously is the industry taking sustainability?"
  21. WFA Better Marketing Pod Ep 17: Cannes Special with Matt Brittin
    Expert opinionVideo
    Advertising & policyDigital policyInclusive marketing

    WFA Better Marketing Pod Ep 17: Cannes Special with Matt Brittin

    WFA

    WFA podcast host, David Wheldon, speaks with Matt Brittin, EMEA President at Google, about about brand safety, more inclusive advertising and how to address the climate emergency.

    Read more about "WFA Better Marketing Pod Ep 17: Cannes Special with Matt Brittin"