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.    Four major multinationals and 22 national advertiser associations rally behind WFA’s Planet Pledge
    Advertising & policyBrand reputation

    Four major multinationals and 22 national advertiser associations rally behind WFA’s Planet Pledge

    Drinks companies Asahi Europe & International, Carlsberg Group and Pernod Ricard as well as IKEA have joined 13 other major multinationals in harnessing the power of marketing to drive change both internally and among consumers

    National advertiser associations in 22 countries will also promote the scheme to local brands and share learnings of how marketers can lead on sustainability

    Read more about "Four major multinationals and 22 national advertiser associations rally behind WFA’s Planet Pledge"
  2.    CMO Forum meeting overview (September 2021)
    Agency managementCreativityMarketing structureCMO ForumDigital media transformation

    CMO Forum meeting overview (September 2021)

    Overview of the CMO Forum held remotely on September 8, 2021.

    Read more about "CMO Forum meeting overview (September 2021)"
  3.    Five CMOs with five post lockdown tips
    Brand purposeBrand reputationMarketing structureDigital media transformationMarketing capabilities

    Five CMOs with five post lockdown tips

    Leading global marketers share five back-to-school tips with WFA’s Better Marketing Pod with David Wheldon

    Read more about "Five CMOs with five post lockdown tips"
  4.    This can be marketing’s time. You just need to earn it.
    Marketing capabilitiesMarketing operations

    This can be marketing’s time. You just need to earn it.

    As brands and economies recover, there’s an opportunity for marketers to shine but they must get some basics right first, says Russell Parsons, Marketing Week Editor-in-Chief.

    Read more about "This can be marketing’s time. You just need to earn it."
  5.    Planet Pledge Leaders' Forum - Meeting Overview
    Advertising & policySustainability

    Planet Pledge Leaders' Forum - Meeting Overview

    An overview of the inaugural meeting of the Planet Pledge Leaders' Forum held remotely on 2 September 2021.

    Read more about "Planet Pledge Leaders' Forum - Meeting Overview"
  6.    Capability gaps creating significant challenges for large advertisers, WFA research

    Capability gaps creating significant challenges for large advertisers, WFA research

    eCommerce, measurement, transparency, in-housing and ESG are all areas where current performance and capability fails to match importance

    Read more about "Capability gaps creating significant challenges for large advertisers, WFA research"
  7.    Walking the talk on climate change
    Sustainability

    Walking the talk on climate change

     Laura Baeyens, WFA's communications manager, shares on the WFA team’s sustainability journey and making the organisation’s operations carbon-neutral

    Read more about "Walking the talk on climate change"
  8.    WFA response to the WHO consultation on the first draft of the Global Alcohol Action Plan 2022-2030
    Advertising & policy

    WFA response to the WHO consultation on the first draft of the Global Alcohol Action Plan 2022-2030

    The global action plan looks to to strengthen the implementation of the Global Strategy to Reduce the Harmful Use of Alcohol

    Read more about "WFA response to the WHO consultation on the first draft of the Global Alcohol Action Plan 2022-2030"
  9.    In conversation with four marketing stars for the future
    Brand purposeBrand reputation

    In conversation with four marketing stars for the future

    WFA worked with industry publication The Drum to identify this year’s Future 50, the best new marketing talent from around the world who are taking our industry forward.

    Read more about "In conversation with four marketing stars for the future"
  10.    AVMSD transposition: State of play and key implications for advertisers
    Advertising & policy

    AVMSD transposition: State of play and key implications for advertisers

    An overview of ongoing Audiovisual Media Services Directive transposition processes and the implications for advertisers.

    Read more about "AVMSD transposition: State of play and key implications for advertisers"
  11.    Briefing: New Mexican media transparency law
    Advertising & policy

    Briefing: New Mexican media transparency law

    A new Mexican Media Transparency Law was published in the Federal Official Diary on April 30th, 2021 and goes into effect in early September. This legislation focuses on transparency and preventing “bad practices” in the industry.

    Read more about "Briefing: New Mexican media transparency law"
  12.    The Media Capability Gap
    Marketing operationsMarketing organisation

    The Media Capability Gap

    A research report on the anatomical structures and priorities of the client-side media department.

    Read more about "The Media Capability Gap"
  13.    A look back at Cannes 2021
    CreativityCannes Lions

    A look back at Cannes 2021

    Cannes is the annual celebration of all that is good about marketing and advertising. This year’s awards were virtual but that didn’t mean there weren’t great insights or learnings to share.

    Four Lions judges share their experience of what they learned in some of the newer categories that were celebrated this year. From Creative Strategy to Creative eCommerce and Creative Data to Creative Business Transformation, they celebrate where the bar for great work lies in 2021.

    Read more about "A look back at Cannes 2021"
  14.    Learning from the Sourcing Board
    Marketing procurementMarketing procurement

    Learning from the Sourcing Board

    Three WFA Sourcing Board members share on how they are going about positioning marketing procurement as a vector of growth and a valued business partner rather than as a simple driver of savings.

    Read more about "Learning from the Sourcing Board"
  15.    The Evolution of Data-Driven Marketing: Preparing for Digital Media’s Privacy-first Future
    Data governance

    The Evolution of Data-Driven Marketing: Preparing for Digital Media’s Privacy-first Future

    A curated list of WFA resources to inform and shape your strategy

    Read more about "The Evolution of Data-Driven Marketing: Preparing for Digital Media’s Privacy-first Future"
  16.    Webinar: The EU Digital Services Act and Digital Markets Act - opportunities and challenges for the EU digital advertising market
    Advertising & policyDigital policyPrivacy & tech

    Webinar: The EU Digital Services Act and Digital Markets Act - opportunities and challenges for the EU digital advertising market

    In this webinar, we discuss the EU Digital Services Act and Digital Markets Act, two legislative proposals current being considered by the European Union which will have profound impacts on the European digital advertising market.

    Read more about "Webinar: The EU Digital Services Act and Digital Markets Act - opportunities and challenges for the EU digital advertising market"
  17.    Case study | Mercado Libre: New Iconic Kisses
    Inclusive marketing

    Case study | Mercado Libre: New Iconic Kisses

    Online marketplace recreates iconic kisses with LGBTQ+ couples

    This article was originally published in Contagious I/O on 19 June 2021

    Read more about "Case study | Mercado Libre: New Iconic Kisses"
  18.    Innovation at Cannes
    CreativityCannes Lions

    Innovation at Cannes

    Judging this year’s Innovation Lions highlighted both the power of innovation to drive real change and the importance of senior management support, says Natasha Chetiyawardana, Creative Partner and Co-Founder at venturing consultancy Bow & Arrow, part of Accenture Interactive.

    Read more about "Innovation at Cannes"
  19.    Case study | Budweiser: Future Official Sponsors of the NWSL
    Inclusive marketing

    Case study | Budweiser: Future Official Sponsors of the NWSL

    Beer brand closes gender pay gap by driving the call to action in sports sponsorship

    This article was originally published in Contagious I/O on 17 June 2021

    Read more about "Case study | Budweiser: Future Official Sponsors of the NWSL"
  20.    Accelerated sponsorship
    CreativityInfluencer marketingGamingContent marketing

    Accelerated sponsorship

    Key trends have come to the fore due to COVID. Ian Malcolm, President and CEO at Lumency, a brand side sponsorship, experiential and content marketing consultancy, explains why they matter.

    Read more about "Accelerated sponsorship"
  21.    Case study | Google: Search Black-owned
    Inclusive marketing

    Case study | Google: Search Black-owned

    Search engine introduces feature to help black-owned businesses by making them more searchable

    This article was originally published in Contagious I/O on 2 June 2021

    Read more about "Case study | Google: Search Black-owned"