Posts about Better marketing

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 talks Better Marketing: The CMO agenda
    Video
    Marketing structureCannes Lions

    WFA talks Better Marketing: The CMO agenda

    WFA, The Economist Group

    At Cannes Lions 2018, global CMOs share their views on the biggest items in their in-tray today: Antonio Lucio (former HP), Roel de Vries (Nissan), Jane Wakely (Mars), Raja Rajamannar (Mastercard), Keith Weed (Unilever), Marc Mathieu (Samsung)

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  2. Global Media Charter
    Guides & templates
    Advertising & policyBrand purposeDigital policyAd techAgency managementBrand reputationGDPRValue of advertising

    Global Media Charter

    WFA

    The World Federation of Advertisers has published a Global Media Charter, designed to create the conditions for a marketing ecosystem that works better for brands and consumers.

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  3. A guide to progressive gender portrayals in advertising
    Guides & templates
    Advertising & policyBrand purposeCannes LionsInclusive marketing

    A guide to progressive gender portrayals in advertising

    WFA

    At the Cannes Lions Festival 2017, UN Women and a number of leading voices in the marketing and advertising industry including WFA, founded the Unstereotype Alliance. As part of WFA’s commitment to the Alliance we have developed this short guide which we hope will build awareness for the movement among our corporate members around the world, our national advertiser associations in sixty countries on six continents and the tens of thousands of brands represented by them at local level.

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  4. Project Reconnect masterdeck 2019
    Report
    Trends & forecastsBrand purposeBrand reputationGlobal Marketer Week

    Project Reconnect masterdeck 2019

    WFA

    Project Reconnect is WFA’s effort to develop a better understanding of what people want and expect from brands and help marketers better align marketing strategies and practices with people’s changing expectations and sensitivities.

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  5. Advertising standards toolkit for the promotion of effective self-regulation
    Guides & templates
    Advertising & policyValue of advertising

    Advertising standards toolkit for the promotion of effective self-regulation

    WFA

    Multiple countries worldwide, including China, Vietnam and Cambodia are reviewing their regulatory frameworks for advertising. There is no global one-size-fits-all approach to advertising standards; every country will craft a regulatory framework according to domestic legal and cultural specificities. But the core components for effective and responsible advertising standards remain the same. 

    This toolkit makes the case for advertising self-regulation, identifying the core building blocks drawing on case studies from Brazil, India and the Philippines.

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  6. 7 Deadly Sins of Marketing
    Report
    Advertising & policyBrand purposeBrand reputationGlobal Marketer Week

    7 Deadly Sins of Marketing

    WFA, Karmarama, We Are Social

     New research conducted for the WFA has identified the seven key ways that brand marketing is most likely to annoy consumers. The results were presented on March 19th at a Project Reconnect session as part of the WFA's Global Marketer Week in Marrakech. They formed the backdrop and context to a presentation by Jon Wilkins, Executive Chairman of Karmarama, on where he thinks the industry may be getting it wrong, a presentation by a group of African students on their views about what's good and bad about brand marketing and an interactive panel session including high-profile industry experts focusing on potential solutions.

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