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. WFA Environmental Claims Guidance: Annex documents
    Guides & templates

    WFA Environmental Claims Guidance: Annex documents

    WFA

    Annex documents elaborated by ICAS and EASA that complement WFA's upcoming Environmental Claims Guidance

    Read more about "WFA Environmental Claims Guidance: Annex documents"
  2. Expert opinion
    Advertising & policy

    Ukraine: Taking action on digital advertising

    Rob Rakowitz

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

    The Global Alliance for Responsible Media community continues to discuss the evolving responses to the war in Ukraine. Rob Rakowitz, GARM Global Lead, details the latest information and advice for advertisers from platforms, agencies and ad-tech players.

    Read more about "Ukraine: Taking action on digital advertising"
  3. WFA Better Marketing Pod Ep 15: On marketing effectiveness with Peter Field and Karen Nelson-Field
    Expert opinionVideo
    Advertising & policyDigital media transformationMarketing capabilitiesMarketing operations

    WFA Better Marketing Pod Ep 15: On marketing effectiveness with Peter Field and Karen Nelson-Field

    WFA

    WFA podcast host, David Wheldon, speaks with Peter Field, CEO of Peter Field Consulting, and Karen Nelson-Field, CEO of Amplified Intelligence, about what marketers need to know about effectiveness and the attention economy.

    Read more about "WFA Better Marketing Pod Ep 15: On marketing effectiveness with Peter Field and Karen Nelson-Field"
  4. Spotlight: Designing the right production model for your organisation
    Video
    Agency management

    Spotlight: Designing the right production model for your organisation

    WFA

    As the need for content in multiple formats and lengths only increases, so will the need for smarter thinking around content creation, asset re-use and technology.

    Read more about "Spotlight: Designing the right production model for your organisation"
  5. Benchmark: Global Category Management – Market Research & Insights
    Benchmark

    Benchmark: Global Category Management – Market Research & Insights

    WFA

    This WFA member benchmark examined the category management of Market Research & Insights



    Read more about "Benchmark: Global Category Management – Market Research & Insights"
  6. Media Forum Meeting Overview (12th May 2021)

    Media Forum Meeting Overview (12th May 2021)

    WFA

    Meeting overview and presentations from WFA’s Media Forum on 12th May 2021

    Read more about "Media Forum Meeting Overview (12th May 2021)"
  7. Using media to drive positive impact
    Expert opinion
    Inclusive marketingSustainabilityMarketing capabilities

    Using media to drive positive impact

    Claire McAlpine, Helen Brain

    Claire McAlpine and Helen Brain, Joint Heads of MediaCom UK’s Social Change Hub, reveal how they are working with clients to make a difference on DEI and sustainability.

    Read more about "Using media to drive positive impact"
  8. The First 100 Days of a Marketing Capability Leader
    Report
    CMO ForumMarketing capabilities

    The First 100 Days of a Marketing Capability Leader

    WFA

    Marketing capability building is seemingly more prevalent – and more important – than ever. So, as a new capability leader, what should you do first?

    Read more about "The First 100 Days of a Marketing Capability Leader"
  9. Benchmark: Trends agencies and partners
    Benchmark

    Benchmark: Trends agencies and partners

    WFA

    A member of the WFA Insight Forum requested information from the WFA network to gather perspectives from other WFA peers on agencies or partners that cover trends.

    Read more about "Benchmark: Trends agencies and partners"
  10. Sourcing Forum meeting overview (March 2022)
    Event reports
    Marketing procurementMarketing strategyMarketing procurementMarketing strategy

    Sourcing Forum meeting overview (March 2022)

    WFA

    Overview of the Sourcing Forum held remotely on March 16, 2022.

    Read more about "Sourcing Forum meeting overview (March 2022)"
  11. DGX meeting overview (March 2022)
    Event reports
    Privacy & tech

    DGX meeting overview (March 2022)

    WFA

    Overview of the Digital Governance Exchange (DGX) meeting held remotely on 10 March 2022.

    Read more about "DGX meeting overview (March 2022)"
  12. Sourcing Forum meeting overview (March 2022)
    Event reports
    Marketing effectivenessMarketing procurementMarketing strategyMarketing procurementMarketing strategy

    Sourcing Forum meeting overview (March 2022)

    WFA

    Overview of the Sourcing Forum held remotely on March 10, 2022.

    Read more about "Sourcing Forum meeting overview (March 2022)"
  13. WFA amendment suggestions for the proposal on the transparency and targeting of political advertising
    Briefings & position papers

    WFA amendment suggestions for the proposal on the transparency and targeting of political advertising

    WFA

    WFA’s amendments suggestions on the European Commission proposal for a regulation on the transparency and targeting of political advertising

    Read more about "WFA amendment suggestions for the proposal on the transparency and targeting of political advertising"
  14. Sourcing Forum meeting overview (March 2022)
    Event reports
    Marketing strategyMarketing technologyMarketing strategyMarketing technology

    Sourcing Forum meeting overview (March 2022)

    WFA

    Overview of the Sourcing Forum held remotely on March 2, 2022.

    Read more about "Sourcing Forum meeting overview (March 2022)"
  15. World Economic Forum new benchmark on diversity and inclusion in media and entertainment
    Benchmark
    Inclusive marketing

    World Economic Forum new benchmark on diversity and inclusion in media and entertainment

    World Economic Forum

    The report shows how audiences demand more of the media and entertainment industry in terms of diversity, equity and inclusion (DE&I) and will reward progress with trust and loyalty.

    Read more about "World Economic Forum new benchmark on diversity and inclusion in media and entertainment"
  16. Spotlight: Media Contract Guidance Webinar – Global Best Practice
    Video

    Spotlight: Media Contract Guidance Webinar – Global Best Practice

    WFA

    ‘Transparency’ is a constantly evolving topic in media and advertisers need transparency to ensure that they receive fair value for money.

    Read more about "Spotlight: Media Contract Guidance Webinar – Global Best Practice"
  17. Debate on the regulation of targeted advertising: what are EU policymakers considering?
    Digital policy

    Debate on the regulation of targeted advertising: what are EU policymakers considering?

    WFA

    WFA has developed a brief summary of the current debate on targeted advertising based on personal among EU policymakers.

    Read more about "Debate on the regulation of targeted advertising: what are EU policymakers considering?"
  18. Benchmark: Media Agency Fee Risk & Reward Models
    Benchmark
    Marketing procurementMarketing procurement

    Benchmark: Media Agency Fee Risk & Reward Models

    WFA

    WFA member benchmark on Media Agency Fee Risk & Reward Models

    Read more about "Benchmark: Media Agency Fee Risk & Reward Models"
  19. Benchmark: Media Spend Vs Net Sales Revenue & A&P
    Benchmark
    Cross-media measurementMarketing effectivenessValue of advertising

    Benchmark: Media Spend Vs Net Sales Revenue & A&P

    WFA

    WFA member benchmark on Media Spend Vs Net Sales Revenue & A&P

    Read more about "Benchmark: Media Spend Vs Net Sales Revenue & A&P"
  20. Media Forum Meeting Overview (24th February 2022)
    Advertising & policyCross-media measurement

    Media Forum Meeting Overview (24th February 2022)

    WFA

    Meeting overview and presentations from WFA’s Media Forum on 24th February 2022.

    Read more about "Media Forum Meeting Overview (24th February 2022)"
  21. DGX meeting with Google, 28 February 2022
    Event reports
    Privacy & tech

    DGX meeting with Google, 28 February 2022

    WFA

    In this session, Google provided their perspectives on the recent rulings which have found EU websites’ use of Google Analytics in breach of the GDPR

    Read more about "DGX meeting with Google, 28 February 2022"