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. RAC Programme Meeting Overview (November 2021)
    Event reports
    Advertising & policy

    RAC Programme Meeting Overview (November 2021)

    WFA

    Meeting overview, presentations and briefings from WFA’s Responsible Advertising and Children (RAC) programme meeting on 15 November 2021.

    Read more about "RAC Programme Meeting Overview (November 2021)"
  2. Galvanising marketing as a force for positive change: lessons learned from Planet Pledge
    Expert opinionVideoEvent reports

    Galvanising marketing as a force for positive change: lessons learned from Planet Pledge

    WFA

    WFA President and CMCO at Mastercard, Raja Rajamannar, and Ana Maria Henao, Global Vice President of Marketing at PepsiCo, discuss the ways in which marketing can be a force of positive change in the race to net zero emissions.

    Read more about "Galvanising marketing as a force for positive change: lessons learned from Planet Pledge"
  3. WFA Guide to EU Cookie Guidance
    Maps & infographicsReport
    Advertising & policyDigital policyAd techGDPR

    WFA Guide to EU Cookie Guidance

    WFA

    An overview and comparison of cookie guidelines issued by data protection authorities in different EU countries.

    Read more about "WFA Guide to EU Cookie Guidance"
  4. A marketer in Glasgow
    Expert opinion
    Advertising & policySustainability

    A marketer in Glasgow

    Stephan Loerke

    WFA CEO Stephan Loerke reflects on his time at COP26 and identifies the five key areas that brands will have to address in combating climate change in the coming years.

    Read more about "A marketer in Glasgow"
  5. Spotlight: Preparing for digital media’s privacy-first future | Episode 3
    Video

    Spotlight: Preparing for digital media’s privacy-first future | Episode 3

    WFA

    The changing nature of data privacy is fundamentally redefining the way in which online audiences are measured and targeted by advertisers.

    Read more about "Spotlight: Preparing for digital media’s privacy-first future | Episode 3"
  6. WFA names super seven as shortlist for Global Marketer of the Year 2021
    Press releases
    Global Marketer of the Year

    WFA names super seven as shortlist for Global Marketer of the Year 2021

    WFA

    The voting to choose the new Global Marketer of the Year is open until December 31. The winner will be announced in January 2022 in partnership with The Drum. 

    Read more about "WFA names super seven as shortlist for Global Marketer of the Year 2021"
  7. Winning with Eco-Actives is essential for future brand growth

    Winning with Eco-Actives is essential for future brand growth

    Natalie Babbage

    A new Who Cares, Who Does? study by Kantar demonstrates green credentials are both beneficial to business and the planet. Natalie Babbage, Global LinkQ Director, Kantar, explains how brands can appeal to the 'Eco-Actives'. 

    Read more about "Winning with Eco-Actives is essential for future brand growth"
  8. CMO Forum meeting overview (November 2021)
    Event reports
    Advertising & policyMarketing strategyMarketing structureInclusive marketingSustainabilityCMO ForumMarketing operationsMarketing strategy

    CMO Forum meeting overview (November 2021)

    WFA

    Overview of the CMO Forum held remotely on November 16, 2021.

    Read more about "CMO Forum meeting overview (November 2021)"
  9. Spotlight: Gaming Demystified 2021
    Video
    Trends & forecastsGamingCMO ForumDigital media transformation

    Spotlight: Gaming Demystified 2021

    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 "Spotlight: Gaming Demystified 2021"
  10. Marketing as a force for positive change: lessons from Planet Pledge
    Expert opinionVideoEvent reports

    Marketing as a force for positive change: lessons from Planet Pledge

    WFA

    WFA President and CMCO at Mastercard, Raja Rajamannar and Ana Maria Henao, Global Vice President of Marketing at PepsiCo, discuss the ways in which marketing can be a force of positive change in the race to net zero emissions.

    Read more about "Marketing as a force for positive change: lessons from Planet Pledge"
  11. Webinar: IFBA’s Enhanced Responsible Marketing Policy
    Video
    Advertising & policy

    Webinar: IFBA’s Enhanced Responsible Marketing Policy

    WFA

    In August 2021, eleven of the largest global food and drinks brands agreed to further restrict advertising to children of products high in fat, sugar and salt. Join our webinar to understand the background to this voluntary global initiative and find out what compliance means in practice.

    Read more about "Webinar: IFBA’s Enhanced Responsible Marketing Policy"
  12. WFA Better Marketing Pod Ep 11: On sustainability with Reckitt's Sonia Thimmiah
    Expert opinionVideo
    Advertising & policyBrand purposeBrand reputationDigital media transformation

    WFA Better Marketing Pod Ep 11: On sustainability with Reckitt's Sonia Thimmiah

    WFA

    WFA podcast host, David Wheldon, speaks with Sonia Thimmiah, Head of Sustainable Brands & Customer Partnerships at Reckitt.

    Read more about "WFA Better Marketing Pod Ep 11: On sustainability with Reckitt's Sonia Thimmiah"
  13. 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"
  14. 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"
  15. 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"
  16. 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?"
  17. 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"
  18. 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"
  19. 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)"
  20. Sourcing Forum meeting overview (October 2021)
    Event reports
    Marketing procurementMarketing strategyMarketing procurementMarketing strategy

    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)"
  21. 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"