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.

RSS Feed
  1. Benchmark: Sourcing approach to agency pitch
    Benchmark

    Benchmark: Sourcing approach to agency pitch

    WFA

    This WFA member benchmark examined the current sourcing approach to agency pitch.

    Read more about "Benchmark: Sourcing approach to agency pitch"
  2. Explosive eCommerce growth drives need for improved brand and performance integration
    Press releasesBenchmarkReport
    Retail media & ecommerce

    Explosive eCommerce growth drives need for improved brand and performance integration

    WFA

    eCommerce-focused multinationals are spending significantly more on performance ads than brand messages

    Increasing focus on profit improvements as advertisers evolve their approach

    Read more about "Explosive eCommerce growth drives need for improved brand and performance integration"
  3. Remembering George Floyd and our promises
    Expert opinion
    Advertising & policyInclusive marketing

    Remembering George Floyd and our promises

    Belinda Smith

    On the two-year anniversary of the killing of George Floyd, WFA Global Diversity Ambassador, Belinda Smith, reflects on whether the industry is doing enough on Diversity, Equity and Inclusion

    Read more about "Remembering George Floyd and our promises"
  4. Case study | L'Oréal: Transformation
    Case studies
    Advertising & policyInclusive marketing

    Case study | L'Oréal: Transformation

    Contagious I/O

    Haircare brand L'Oréal creates safe spaces for transgender community in Puerto Rico through network of salons.

    This article was originally published in Contagious I/O on 27 April 2022

    Read more about "Case study | L'Oréal: Transformation"
  5. Case study | Libresse: Vulva Kebaya
    Advertising & policyInclusive marketing

    Case study | Libresse: Vulva Kebaya

    Contagious I/O

    Femcare brand stitches vaginas onto traditional Malaysian blouses to draw attention to taboos surrounding the female anatomy.

    This article was originally published in Contagious I/O on 9 March 2022

    Read more about "Case study | Libresse: Vulva Kebaya"
  6. Case study | Xbox: Therapeutic Play
    Case studies
    Advertising & policyInclusive marketing

    Case study | Xbox: Therapeutic Play

    Contagious I/O

    Games console manufacturer promotes hospital gaming initiative through a documentary that connects two people with the same rare hereditary disorder.

    This article was originally published in Contagious I/O on 11 April 2022

    Read more about "Case study | Xbox: Therapeutic Play"
  7. Case study | Pilsen Callao: E-nterpreters
    Case studies
    Advertising & policyInclusive marketing

    Case study | Pilsen Callao: E-nterpreters

    Contagious I/O

    Peruvian beer brand develops gaming tool to convert voice calls into sign language to ensure deaf and hard of hearing players don’t get left out of the conversation

    This article was originally published in Contagious on 9 April 2022

    Read more about "Case study | Pilsen Callao: E-nterpreters"
  8. Global eCommerce and Marketing - Delivering a Successful Strategy
    Report
    Retail media & ecommerce

    Global eCommerce and Marketing - Delivering a Successful Strategy

    WFA

    eCommerce-focused multinationals are spending significantly more on performance ads than brand messages

    Read more about "Global eCommerce and Marketing - Delivering a Successful Strategy"
  9. Benchmark: Global Category Management – Influencer Marketing
    Benchmark
    Marketing procurementMarketing structureMarketing procurement

    Benchmark: Global Category Management – Influencer Marketing

    WFA

    This WFA member benchmark examined the category management of Influencer Marketing

    Read more about "Benchmark: Global Category Management – Influencer Marketing"
  10. Spotlight: Effective financial management – a focus on marketing activation
    Video

    Spotlight: Effective financial management – a focus on marketing activation

    WFA

    Auditing is dead – long live auditing!

    Read more about "Spotlight: Effective financial management – a focus on marketing activation"
  11. Spotlight: Effective financial management – a focus on influencer marketing, PR and social
    Video

    Spotlight: Effective financial management – a focus on influencer marketing, PR and social

    WFA

    Auditing is dead – long live auditing!

    Read more about "Spotlight: Effective financial management – a focus on influencer marketing, PR and social"
  12. CMO Forum meeting overview (April 2022)
    Event reports
    Advertising & policyMarketing strategyMarketing structureInclusive marketingSustainabilityCMO ForumMarketing operationsMarketing strategy

    CMO Forum meeting overview (April 2022)

    WFA

    Overview of the CMO Forum held remotely on April 6, 2022.

    Read more about "CMO Forum meeting overview (April 2022)"
  13. Global Marketer Week (Athens): Media Forum meeting overview (April 2022) - Responsible Media & Media Measurement
    Event reports
    Advertising & policyCross-media measurementMarketing effectivenessValue of advertisingInclusive marketing

    Global Marketer Week (Athens): Media Forum meeting overview (April 2022) - Responsible Media & Media Measurement

    WFA

    Meeting overview and presentations from WFA’s Media Forum during Global Marketer Week in Athens on 6th April 2022

    Read more about "Global Marketer Week (Athens): Media Forum meeting overview (April 2022) - Responsible Media & Media Measurement"
  14. Sourcing Forum meeting overview (April 2022)
    Event reports
    Marketing procurementMarketing strategyMarketing procurementMarketing strategy

    Sourcing Forum meeting overview (April 2022)

    WFA

    Overview of the Sourcing Forum held in Athens on April 6, 2022.

    Read more about "Sourcing Forum meeting overview (April 2022)"
  15. DSA/DMA Task Force Meeting Overview (May 2022)
    Event reports

    DSA/DMA Task Force Meeting Overview (May 2022)

    WFA

    The WFA DSA/DMA task force met on 5 May 2022 to discuss the Digital Service Act and Digital Markets Act.

    Read more about "DSA/DMA Task Force Meeting Overview (May 2022)"
  16. Spotlight: A Brand's Guide to Retail Media
    Video
    Retail media & ecommerce

    Spotlight: A Brand's Guide to Retail Media

    WFA

    Retail media advertising had an incredible year of growth in 2021 and 2022, particularly in the US which has led to it being one the most talked about emerging areas within the global media landscape.

    Read more about "Spotlight: A Brand's Guide to Retail Media"
  17. Green Claims in Advertising Task Force Meeting Overview (April 2022)
    Event reports

    Green Claims in Advertising Task Force Meeting Overview (April 2022)

    WFA

    WFA’s Green Claims in Advertising Task Force brings together policy leads within WFA membership to discuss, plan and develop advocacy and outreach on the EU proposal on greenwashing and the upcoming EU proposal on the substantiation of green claims.

    Read more about "Green Claims in Advertising Task Force Meeting Overview (April 2022)"
  18. Everything policy leads need to know about marketing in the Metaverse
    Briefings & position papers

    Everything policy leads need to know about marketing in the Metaverse

    WFA

    WFA has developed an overview of the business case for the Metaverse and the things policy leads will need to think about when advertising in the Metaverse.

    Read more about "Everything policy leads need to know about marketing in the Metaverse"
  19. Survey finds poor mental health among industry workers
    Inclusive marketing

    Survey finds poor mental health among industry workers

    NABS

    NABS, a UK wellbeing charity for the advertising an media industry, presented the results of a survey that highlights the worrying meltal health condition of many marketing professionals. 

    Read more about "Survey finds poor mental health among industry workers"
  20. The EU Digital Services Act: implications for advertisers
    Briefings & position papers
    Advertising & policyDigital policy

    The EU Digital Services Act: implications for advertisers

    WFA

    WFA has developed a briefing on the EU Digital Services Act which outlines the key provisions relevant for advertisers.

    Read more about "The EU Digital Services Act: implications for advertisers"
  21. Benchmark: Recruitment of marketing sourcing talent
    Benchmark
    Marketing procurementMarketing structureMarketing procurement

    Benchmark: Recruitment of marketing sourcing talent

    WFA

    WFA member benchmark on recruiting marketing sourcing talent

    Read more about "Benchmark: Recruitment of marketing sourcing talent"