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. Benchmark: Purchase funnel media investment allocation for fast moving CPGs
    Benchmark
    Marketing effectiveness

    Benchmark: Purchase funnel media investment allocation for fast moving CPGs

    WFA

    A WFA member reached out with a view of trying to establish some benchmarks for the % of media investment that goes into each stage of the purchase funnel for fast moving CPGs.

    Read more about "Benchmark: Purchase funnel media investment allocation for fast moving CPGs"
  2. Press releases
    Advertising & policy

    GARM announces guidelines on misinformation, standards on ad placements, and expansion to cover the metaverse

    WFA

    Please note that GARM was discontinued on August 8 2024. See more here.

    New adjacency standards were unveiled for Feed, Stories, In-stream Video, In-stream Audio and Display overlay; along with plans to ensure brand safety is built into new metaverse spaces prior to monetization.

    Read more about "GARM announces guidelines on misinformation, standards on ad placements, and expansion to cover the metaverse"
  3. WFA launches Charter for Change at Cannes to drive global action on Diversity, Equity and Inclusion
    Press releasesGuides & templates
    Advertising & policyInclusive marketing

    WFA launches Charter for Change at Cannes to drive global action on Diversity, Equity and Inclusion

    WFA

    Charter defines set of universal requirements for global organisations to improve their employees’ lived experiences

    Resource provides “ideas to steal” from successful initiatives that companies can adopt

    Read more about "WFA launches Charter for Change at Cannes to drive global action on Diversity, Equity and Inclusion"
  4. GARM Brand Safety Floor + Suitability Framework
    Guides & templates
    Advertising & policy

    GARM Brand Safety Floor + Suitability Framework

    WFA

    Please note that GARM was discontinued on August 8 2024. See more here.

    This document is designed to provide GARM members with a common understanding of key definitions and categories. Last updated: June 2022

    Read more about "GARM Brand Safety Floor + Suitability Framework"
  5. GARM Adjacency Standards Framework
    Guides & templates
    Advertising & policy

    GARM Adjacency Standards Framework

    WFA

    This document is designed to provide advertising industry participants with a common structure for evaluating the brand safety and suitability of an ad placement relative to an ad’s position to nearby content within specific media formats

    Read more about "GARM Adjacency Standards Framework"
  6. Beyond reverse mentoring: avoiding age-bias in recruitment
    Case studies

    Beyond reverse mentoring: avoiding age-bias in recruitment

    WFA

    The creative marketing agency RAPP mentorship program to help bridge the gaps between older and younger generations.

    Read more about "Beyond reverse mentoring: avoiding age-bias in recruitment"
  7. Getting support to overcome ageism in the workplace
    Case studies

    Getting support to overcome ageism in the workplace

    WFA

    Greys Matter was established to support businesses in their journey to become fully Inclusive and Fair. 

    Read more about "Getting support to overcome ageism in the workplace"
  8. Raising awareness and understanding on menopause
    Case studies

    Raising awareness and understanding on menopause

    WFA

    Diageo has launched its first ever global Menopause Guidelines ‘Thriving Through Menopause’. 

    Read more about "Raising awareness and understanding on menopause"
  9. Creating frameworks to encourage taking care of mental health
    Case studies
    Inclusive marketing

    Creating frameworks to encourage taking care of mental health

    WFA

    Developed by the Barclays Legal Function in partnership with two law firms, the Mindful Business Charter is the first time that an in-house legal team and their legal service providers have come together to reach a shared agenda for supporting colleague mental health and wellbeing.

    Read more about "Creating frameworks to encourage taking care of mental health"
  10. Providing tools for employees’ mental health
    Case studies
    Inclusive marketing

    Providing tools for employees’ mental health

    WFA

    EY’s “Better You” program in the US is designed to support the physical, financial, social, and emotional needs of its employees by offering them free resources to help them “find balance so that they can fully engage at the office and in life.”

    Read more about "Providing tools for employees’ mental health"
  11. Addressing the stigma around mental health
    Case studies
    Inclusive marketing

    Addressing the stigma around mental health

    WFA

    In 2021, Publicis Groupe rebranded Personal Leave as Wellbeing Leave, in recognition that when people get sick, it can be for physical or mental health reasons.

    Read more about "Addressing the stigma around mental health"
  12. Empowering people to be LGBTQ+ allies and role models
    Case studies

    Empowering people to be LGBTQ+ allies and role models

    WFA

    Reach out to LGBTQ+ industry advocacy organisations, such as GLAAD (USA) and Outvertising (UK), which offer employer resources and training, including Ally and Role Model training.

    Read more about "Empowering people to be LGBTQ+ allies and role models"
  13. Creating programmes dedicated to specific ethnic minorities
    Case studies

    Creating programmes dedicated to specific ethnic minorities

    WFA

    Sodexo Canada has been recognized by the Canadian Council for Aboriginal Business (CCAB) as a certified Progressive Aboriginal Relations (PAR) program company.

    Read more about "Creating programmes dedicated to specific ethnic minorities"
  14. Educating all on racial inequity and bias
    Case studies

    Educating all on racial inequity and bias

    WFA

    Walmart US works with the Racial Equity Institute (REI) to offer training that examines the history of race in America as well as systemic racial inequity in its institutional and structural forms.

    Read more about "Educating all on racial inequity and bias"
  15. Supporting back-to-work ‘returners’
    Case studies
    Inclusive marketing

    Supporting back-to-work ‘returners’

    WFA

    The Diageo-supported #CreativeComeback programme sets the standard for global talent regeneration.

    Read more about "Supporting back-to-work ‘returners’"
  16. WFA Policy Tracker
    Briefings & position papers
    Advertising & policyDigital policyValue of advertising

    WFA Policy Tracker

    WFA

    WFA's EU Policy Tracker provides an update on all latest developments and WFA activities regarding the most relevant EU legislative files. 

    Read more about "WFA Policy Tracker"
  17. Media Forum Meeting Overview – Media in the Metaverse (18th May 2022)
    CreativityMarketing technologyGamingDigital media transformationMarketing technology

    Media Forum Meeting Overview – Media in the Metaverse (18th May 2022)

    WFA

    Meeting overview and presentations from WFA’s Media Forum on Media in the Metaverse – 18th May 2022

    Read more about "Media Forum Meeting Overview – Media in the Metaverse (18th May 2022)"
  18. Challenging the stigma around disability

    Challenging the stigma around disability

    WFA

    Barclay’s This is Me initiative challenges the stigma around disability and mental health in the workplace.

    Read more about "Challenging the stigma around disability"
  19. Setting goals and targets on Disability Inclusion

    Setting goals and targets on Disability Inclusion

    WFA

    Over 15% of the global population live with a disability, but they are still the largest under-represented group in the world. To address this, Unilever has committed to building an organisation that is a beacon of diversity and inclusion by setting a global goal to have 5% of their workforce represented by people with a disability by 2025, as well as becoming the no.1 employer of choice for people with a disability.

    Read more about "Setting goals and targets on Disability Inclusion"
  20. Supporting employees balance work and life responsibilities
    Case studies
    Inclusive marketing

    Supporting employees balance work and life responsibilities

    WFA

    Kellogg’s Work + Family Hub provides a one-stop-shop to help support employees balance work and life responsibilities, particularly caretaking duties at all life stages.

    Read more about "Supporting employees balance work and life responsibilities"
  21. Adopting policies that benefit all caregivers
    Case studies
    Inclusive marketing

    Adopting policies that benefit all caregivers

    WFA

    Companies should think of adopting policies that benefit parents and employees providing care to aging or sick relatives alike.

    Read more about "Adopting policies that benefit all caregivers"