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. How are you helping marketing get on the sustainability journey?
    Expert opinion
    Brand purposeBrand reputationSustainability

    How are you helping marketing get on the sustainability journey?

    WFA

    We asked three leading CMOs how their organisation was taking action to improve the sustainability of their messages and their products.

    Read more about "How are you helping marketing get on the sustainability journey?"
  2. New metrics for a growth agenda
    Expert opinion
    Marketing procurementMarketing procurement

    New metrics for a growth agenda

    Laura Forcetti

    Moving from a savings outlook to a value-creation approach requires new methods of measuring progress. Building on discussions within WFA's Sourcing Forum, Simraan Kulkarni, WFA Sourcing Manager, shares on three areas where new metrics can be used.

    Read more about "New metrics for a growth agenda"
  3. RAC Programme Meeting Overview (May 2021)
    Event reports
    Advertising & policy

    RAC Programme Meeting Overview (May 2021)

    WFA

    Overview of the Responsible Advertising and Children (RAC) Programme meeting held remotely on 19 May 2021.

    Read more about "RAC Programme Meeting Overview (May 2021)"
  4. WFA Better Marketing Pod Ep 8: On making an iconic doll relevant again with Lisa McKnight
    Expert opinionVideo
    Advertising & policyBrand purposeBrand reputationInclusive marketingDigital media transformation

    WFA Better Marketing Pod Ep 8: On making an iconic doll relevant again with Lisa McKnight

    Camelia Cristache

    WFA podcast host, David Wheldon, speaks with Lisa McKnight, SVP and Global Head of Barbie & Dolls at Mattel, Inc.

    Read more about "WFA Better Marketing Pod Ep 8: On making an iconic doll relevant again with Lisa McKnight"
  5. WFA Consultant Directory
    Report
    Marketing operations

    WFA Consultant Directory

    WFA

    A WFA directory of marketing consultant firms, based on member recommendations and market research. Last update: June 2021

    Read more about "WFA Consultant Directory"
  6. Spotlight: Diversity & Inclusion in the Production Landscape
    Video
    Advertising & policyMarketing procurementInclusive marketingMarketing procurement

    Spotlight: Diversity & Inclusion in the Production Landscape

    WFA

    An introduction to WFA’s diversity & representation guide, with key insights and ideas from APR & MCA to drive D&I in the production space.

    Read more about "Spotlight: Diversity & Inclusion in the Production Landscape"
  7. Unstereotype Alliance 'State of the Industry' report 2021
    Report
    Inclusive marketing

    Unstereotype Alliance 'State of the Industry' report 2021

    Unstereotype Alliance

    Global action platform report identifies key goals and recommendations for the marketing industry to improve diversity and inclusion.

    Read more about "Unstereotype Alliance 'State of the Industry' report 2021"
  8. Case study | Home Centre: A Dad's Job
    Inclusive marketing

    Case study | Home Centre: A Dad's Job

    Contagious I/O

    UAE home retailer challenges cultural taboo by being first brand in the country to celebrate single mums in ads

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

    Read more about "Case study | Home Centre: A Dad's Job"
  9. Media Forum China Meeting Overview (May 2021)
    Event reports

    Media Forum China Meeting Overview (May 2021)

    WFA

    Overview of the Media Forum held on 20 May, 2021.

    Read more about "Media Forum China Meeting Overview (May 2021)"
  10. One year after George Floyd
    Expert opinion
    Inclusive marketing

    One year after George Floyd

    Belinda Smith

    Smooth words and engagement from the ad industry still need to be translated into real action, argues Belinda Smith, CEO Americas, m/SIX and WFA Global Diversity Ambassador.

    Read more about "One year after George Floyd"
  11. Benchmark: Boutique Creative Agencies in China
    Benchmark
    Agency managementMarketing capabilities

    Benchmark: Boutique Creative Agencies in China

    WFA

    Member benchmark on Boutique Creative Agencies in China

    Read more about "Benchmark: Boutique Creative Agencies in China"
  12. Agency Management Forum Overview (May 2021)
    Event reports
    Agency managementCMO Forum

    Agency Management Forum Overview (May 2021)

    WFA

    Meeting overview and presentations from WFA’s Agency Management meeting on 19 May 2021, which took place remotely.

    Read more about "Agency Management Forum Overview (May 2021)"
  13. Case study | Samsung: Tallk
    Case studies
    Inclusive marketing

    Case study | Samsung: Tallk

    Contagious I/O

    Consumer electronics giant launches app to help those with ALS communicate via its tablet devices

    This article was originally published in Contagious I/O on 22 April 2021
    Read more about "Case study | Samsung: Tallk"
  14. Levi's - Buy Better, Wear Longer
    Case studies
    Advertising & policySustainability

    Levi's - Buy Better, Wear Longer

    WFA

    Good things come to those who wear their jeans longer

    Read more about "Levi's - Buy Better, Wear Longer"
  15. PAG Meeting Overview (April 2021)
    Event reports
    Advertising & policyDigital policyInclusive marketingSustainability

    PAG Meeting Overview (April 2021)

    WFA

    Meeting overview, presentations and briefings from WFA’s Policy Action Group (PAG) meeting on 27 April 2021.

    Read more about "PAG Meeting Overview (April 2021)"
  16. Benchmark: Creative Agencies in Japan with TVCM capabilities
    Benchmark
    Agency managementMarketing capabilities

    Benchmark: Creative Agencies in Japan with TVCM capabilities

    WFA

    Member benchmark on Creative Agencies in Japan with TVCM capabilities

    Read more about "Benchmark: Creative Agencies in Japan with TVCM capabilities"
  17. Gender Bias & Inclusion in Advertising in India
    Report
    Inclusive marketing

    Gender Bias & Inclusion in Advertising in India

    Unicef, Geena Davis Institute

    A Unicef-Geena Davis Institute for Gender in Media analysis of gender representation in 1,000 most viewed advertisements in India on TV and YouTube during 2019

    Read more about "Gender Bias & Inclusion in Advertising in India"
  18. New research suggests marketers lag corporate progress on the sustainability journey
    Report
    Marketing strategySustainabilityMarketing strategy

    New research suggests marketers lag corporate progress on the sustainability journey

    WFA

    Marketers almost unanimously believe that the function can make a difference on this journey.

    Read more about "New research suggests marketers lag corporate progress on the sustainability journey"
  19. WFA Global Marketer Week 2022 goes to Athens
    Press releases
    Global Marketer Week

    WFA Global Marketer Week 2022 goes to Athens

    WFA

    Hopes for a return to in-person event with the pandemic under control

    Read more about "WFA Global Marketer Week 2022 goes to Athens"
  20. Marketing and Sustainability: Closing the Gaps
    BenchmarkReport
    Advertising & policyBrand purposeSustainabilityMarketing operations

    Marketing and Sustainability: Closing the Gaps

    WFA

    What can Marketers do to drive Sustainability in their industry?

    Read more about "Marketing and Sustainability: Closing the Gaps"
  21. WFA launches Planet Pledge for Marketers
    Press releases
    Brand purposeGlobal Marketer WeekSustainabilityCMO ForumMarketing operations

    WFA launches Planet Pledge for Marketers

    WFA

    WFA launches framework to help marketers lead on climate change challenge

    New research suggests marketers lag corporate progress on the sustainability journey

    Read more about "WFA launches Planet Pledge for Marketers"