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. Planet Pledge Leaders' Forum - Meeting Overview
    Event reports
    Advertising & policyMarketing strategySustainabilityMarketing strategy

    Planet Pledge Leaders' Forum - Meeting Overview

    WFA

    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"
  2. Capability gaps creating significant challenges for large advertisers, WFA research
    Press releasesBenchmark

    Capability gaps creating significant challenges for large advertisers, WFA research

    WFA

    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"
  3. Walking the talk on climate change
    Expert opinion
    Sustainability

    Walking the talk on climate change

    Laura Baeyens

     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"
  4. WFA response to the WHO consultation on the first draft of the Global Alcohol Action Plan 2022-2030
    Briefings & position papers
    Advertising & policy

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

    WFA

    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"
  5. In conversation with four marketing stars for the future
    Expert opinion
    Brand purposeBrand reputation

    In conversation with four marketing stars for the future

    WFA

    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"
  6. AVMSD transposition: State of play and key implications for advertisers
    Report
    Advertising & policy

    AVMSD transposition: State of play and key implications for advertisers

    WFA

    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"
  7. Briefing: New Mexican media transparency law
    Briefings & position papers
    Advertising & policy

    Briefing: New Mexican media transparency law

    WFA

    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"
  8. The Media Capability Gap
    Benchmark
    Marketing operationsMarketing organisation

    The Media Capability Gap

    WFA, Ebiquity

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

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

    A look back at Cannes 2021

    WFA

    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"
  10. Learning from the Sourcing Board
    Expert opinionEvent reports
    Marketing procurementMarketing procurement

    Learning from the Sourcing Board

    WFA

    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"
  11. The Evolution of Data-Driven Marketing: Preparing for Digital Media’s Privacy-first Future
    Case studiesBriefings & position papersMaps & infographicsReport
    Data governance

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

    WFA, Ranji David

    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"
  12. Webinar: The EU Digital Services Act and Digital Markets Act - opportunities and challenges for the EU digital advertising market
    Video
    Advertising & policyDigital policyPrivacy & tech

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

    WFA

    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"
  13. Case study | Mercado Libre: New Iconic Kisses
    Case studies
    Inclusive marketing

    Case study | Mercado Libre: New Iconic Kisses

    Contagious I/O

    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"
  14. Innovation at Cannes
    Expert opinionEvent reports
    CreativityCannes Lions

    Innovation at Cannes

    Natasha Chetiyawardana

    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"
  15. Case study | Budweiser: Future Official Sponsors of the NWSL
    Inclusive marketing

    Case study | Budweiser: Future Official Sponsors of the NWSL

    Contagious I/O

    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"
  16. Accelerated sponsorship
    Expert opinion
    CreativityInfluencer marketingGamingContent marketing

    Accelerated sponsorship

    Ian Malcolm

    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"
  17. Case study | Google: Search Black-owned
    Case studies
    Inclusive marketing

    Case study | Google: Search Black-owned

    Contagious I/O

    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"
  18. Spotlight: Navigating global media demand and pricing trends – 2021, 2022 & beyond
    Video

    Spotlight: Navigating global media demand and pricing trends – 2021, 2022 & beyond

    WFA

    Join Mark Gallagher (EVP Global Investment) at Omnicom Media Group as we dig into global media pricing trends in the second half of 2021 (and beyond to 2022).

    Read more about "Spotlight: Navigating global media demand and pricing trends – 2021, 2022 & beyond"
  19. WFA creates three new groups to address key marketer priorities
    Press releases
    Agency managementMarketing capabilities

    WFA creates three new groups to address key marketer priorities

    WFA

    New Forums will allow for peer-to-peer learning around key areas of concern

    Groups will be chaired by senior marketers from AB InBev, Reckitt and Unilever

    Read more about "WFA creates three new groups to address key marketer priorities"
  20. WFA amendment suggestions on the EU Digital Markets Act
    Advertising & policyDigital policy

    WFA amendment suggestions on the EU Digital Markets Act

    WFA

    These are WFA’s amendments suggestions on the European Commission proposal for an EU Digital Markets Act

    Read more about "WFA amendment suggestions on the EU Digital Markets Act"
  21. WFA amendment suggestions on the EU Digital Services Act
    Advertising & policyDigital policy

    WFA amendment suggestions on the EU Digital Services Act

    WFA

    These are WFA’s amendments suggestions on the European Commission proposal for an EU Digital Services Act

    Read more about "WFA amendment suggestions on the EU Digital Services Act"