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: Recommended Training Providers
    Benchmark

    Benchmark: Recommended Training Providers

    WFA

    A member of the Marketing Capability Forum is looking for recommended partners that offer live virtual learning programmes for mid-level team members. 

    Read more about "Benchmark: Recommended Training Providers"
  2. Beyond Gender 2: The impact of intersectionality in advertising
    Report
    Inclusive marketing

    Beyond Gender 2: The impact of intersectionality in advertising

    Unstereotype Alliance, Cannes Lions, IPSOS

    The second Beyond Gender report offers valuable insight on intersectionality in advertising, supporting the Unstereotype Alliance's goal of eradicating harmful stereotypes from advertising and media.

    Read more about "Beyond Gender 2: The impact of intersectionality in advertising"
  3. Benchmark: Media spend on agency fees in South East Asia
    Benchmark
    Marketing procurementMarketing procurement

    Benchmark: Media spend on agency fees in South East Asia

    WFA

    WFA member survey for Media spend on agency fees in South East Asia markets 

    Read more about "Benchmark: Media spend on agency fees in South East Asia"
  4. Can marketing save the planet?
    Expert opinion

    Can marketing save the planet?

    Arwa Mahdawi

    Marketers have a unique toolset to help change the world for the better—it’s time they used it, says Guardian columnist and brand strategist, Arwa Mahdawi

    Read more about "Can marketing save the planet?"
  5. Promoting diversity and inclusion in advertising: a UNICEF playbook
    Report
    Inclusive marketing

    Promoting diversity and inclusion in advertising: a UNICEF playbook

    Unicef

    Advertising can be a force for good that promotes change towards a more diverse and inclusive world. To help marketeers in this effort, UNICEF presented their "Promoting diversity and inclusion in advertising" playbook.

    Read more about "Promoting diversity and inclusion in advertising: a UNICEF playbook"
  6. WFA Better Marketing Pod Ep 10: On digital platforms and the cookieless world with “The Ad Contrarian” Bob Hoffman
    Expert opinionVideo
    Advertising & policyBrand purposeBrand reputationDigital media transformation

    WFA Better Marketing Pod Ep 10: On digital platforms and the cookieless world with “The Ad Contrarian” Bob Hoffman

    WFA

    WFA podcast host, David Wheldon, speaks with “The Ad Contrarian”, Bob Hoffman.

    Read more about "WFA Better Marketing Pod Ep 10: On digital platforms and the cookieless world with “The Ad Contrarian” Bob Hoffman"
  7. Media Forum Meeting Overview (27th October 2021)
    Event reports
    Marketing effectiveness

    Media Forum Meeting Overview (27th October 2021)

    WFA

    Meeting overview and presentations from WFA’s Media Forum on 27 October 2021.

    Read more about "Media Forum Meeting Overview (27th October 2021)"
  8. Sourcing Forum meeting overview (October 2021)
    Event reports
    Marketing procurementMarketing procurement

    Sourcing Forum meeting overview (October 2021)

    WFA

    Overview of the Sourcing Forum held remotely on October 21, 2021.

    Read more about "Sourcing Forum meeting overview (October 2021)"
  9. Majority of major multinationals now investing in gaming in APAC, WFA research
    Press releasesReport
    Gaming

    Majority of major multinationals now investing in gaming in APAC, WFA research

    WFA

    Senior marketers now have more knowledge and greater interest

    Expected investment has risen nearly three-fold in the last two years

    Read more about "Majority of major multinationals now investing in gaming in APAC, WFA research"
  10. The butterfly effect of global marketing transformation
    Expert opinion
    CreativitySustainabilityRetail media & ecommerceCMO Forum

    The butterfly effect of global marketing transformation

    Rob Dreblow

    The WFA’s CMO Forum boasts marketing leaders from diverse categories and geographies, yet their priorities are often strikingly consistent. One of the clearest threads remains the ever-present need for transformation, says Rob Dreblow, WFA Global Head of Marketing Services.

    Read more about "The butterfly effect of global marketing transformation"
  11. What’s worth keeping post pandemic
    Expert opinion
    Brand purposeBrand reputationGlobal Marketer of the YearDigital media transformation

    What’s worth keeping post pandemic

    WFA

    The pandemic has changed everything but what new priorities, behaviours or ways of working from the last two years would jury members for the Global Marketer of the Year retain for the future?

    Read more about "What’s worth keeping post pandemic"
  12. GAMING DEMYSTIFIED 2021: Unlocking brand opportunities in video gaming
    Report
    Trends & forecastsGamingCMO ForumDigital media transformation

    GAMING DEMYSTIFIED 2021: Unlocking brand opportunities in video gaming

    WFA, 2CV, Branded

    Video gaming has risen to become bigger than other forms of entertainment. Its growth has been further super-charged by COVID-19, during which many people turned to gaming while stuck at home.

    Read more about "GAMING DEMYSTIFIED 2021: Unlocking brand opportunities in video gaming"
  13. Five key take outs from The Economist's predictions for 2022
    Expert opinionVideo

    Five key take outs from The Economist's predictions for 2022

    Jon Baldwin Quintanilla

    Jon Baldwin Quintanilla, WFA’s Junior Policy and Communications Manager, shares key take-outs from the recent WFA webinar with The Economist’s Deputy Editor, Tom Standage.

    Read more about "Five key take outs from The Economist's predictions for 2022"
  14. Benchmark: Pitch Consultant Selection Criteria
    BenchmarkGuides & templates

    Benchmark: Pitch Consultant Selection Criteria

    WFA

    WFA member benchmark and scorecard template on Pitch Consultant Selection

    Read more about "Benchmark: Pitch Consultant Selection Criteria"
  15. It's time to regulate the digital ad market
    Expert opinion
    Advertising & policyDigital policyData governancePrivacy & tech

    It's time to regulate the digital ad market

    Stephan Loerke

    The ad industry should embrace the societal benefits that new tech rules from Brussels could deliver

    Read more about "It's time to regulate the digital ad market"
  16. Insight Forum Overview (October 2021)
    Event reports
    Influencer marketingMarketing strategyMarketing strategy

    Insight Forum Overview (October 2021)

    WFA

    Meeting overview from WFA’s Insight Forum meeting on 13 October 2021, which took place remotely.

    Read more about "Insight Forum Overview (October 2021)"
  17. Benchmark: Digital in-housing from agency point of view
    Benchmark
    Agency managementIn-housingMarketing operations

    Benchmark: Digital in-housing from agency point of view

    WFA

    WFA benchmark on In-housing Digital Media, from agencies' point of view

    Read more about "Benchmark: Digital in-housing from agency point of view"
  18. Case study| Cadbury Celebrations: #MyFirstRakhi
    Case studies
    Advertising & policyInclusive marketing

    Case study| Cadbury Celebrations: #MyFirstRakhi

    Contagious I/O

    Chocolate brand celebrates Hindu festival by gifting the sense of touch to children with upper limb differences.

    This article was originally published in Contagious I/O on 20 August 2021

    Read more about "Case study| Cadbury Celebrations: #MyFirstRakhi"
  19. Insight & Strategy | Chanel 4: Super. Human.
    Case studies
    Advertising & policyInclusive marketing

    Insight & Strategy | Chanel 4: Super. Human.

    Contagious I/O

    How a UK broadcaster evolved its creative platform to challenge perceptions about disability and promote its Paralympics coverage

    This article was originally published in Contagious I/O on 3 September 2021

    Read more about "Insight & Strategy | Chanel 4: Super. Human."
  20. In-House Forum Overview (October 2021)
    Event reports
    In-housingCMO ForumMarketing capabilities

    In-House Forum Overview (October 2021)

    WFA

    Meeting overview and presentations from WFA’s In-House Forum meeting on 12 October 2021, which took place remotely.

    Read more about "In-House Forum Overview (October 2021)"
  21. Press releasesBenchmark
    Advertising & policyInclusive marketing

    First-ever DEI Census reveals major challenges around family status, age, gender, ethnicity and disability

    WFA

    Most common forms of discrimination globally were reported on the basis of age and family status

    Women and ethnic minorities in the marketing industry report poorer lived experiences than men and ethnic majorities

    But marketing still outperforms many other industries globally on DEI

    Read more about "First-ever DEI Census reveals major challenges around family status, age, gender, ethnicity and disability"