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. 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"
  2. 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"
  3. 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"
  4. 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"
  5. 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"
  6. 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"
  7. 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"
  8. 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"
  9. 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"
  10. 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"
  11. 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"
  12. Inclusive equals results
    Expert opinion
    Inclusive marketing

    Inclusive equals results

    Will Gilroy, Daren Poole

    New research shows how embracing diversity in content delivers better results. Will Gilroy from the WFA and Daren Poole from Kantar outline the latest data.

    Read more about "Inclusive equals results"
  13. Industry’s unprecedented show of unity to tackle DEI
    Expert opinion
    Inclusive marketing

    Industry’s unprecedented show of unity to tackle DEI

    Will Gilroy, Camelia Cristache-Podgorean

    More than 100 organisations have come together behind the first-ever global diversity, equality and inclusion census of the marketing industry. WFA’s Camelia Cristache and Will Gilroy explain the size and importance of the initiative.

    Read more about "Industry’s unprecedented show of unity to tackle DEI"
  14. PAG Meeting Overview (June 2021)
    Event reports
    Advertising & policyDigital policySustainability

    PAG Meeting Overview (June 2021)

    WFA

    Meeting overview, presentations and briefings from WFA’s Policy Action Group (PAG) meeting on 15 June 2021.

    Read more about "PAG Meeting Overview (June 2021)"
  15. BRIM: Black Representation in Marketing
    Inclusive marketing

    BRIM: Black Representation in Marketing

    WFA

    A new UK cross-industry initiative to improve the representation of Black people in marketing.

    Create meaningful change by re-evaluating your own practices and taking action today. BRiM provides actionable advice to help anyone, no matter their level, improve the representation of Black people in marketing.

    Read more about "BRIM: Black Representation in Marketing"
  16. WFA Better Marketing Pod Ep 9: On purpose, Orlando Bloom and teaching from Tasmania with Professor Mark Ritson
    Expert opinionVideo
    Advertising & policyBrand purposeBrand reputationInclusive marketingDigital media transformation

    WFA Better Marketing Pod Ep 9: On purpose, Orlando Bloom and teaching from Tasmania with Professor Mark Ritson

    WFA

    WFA podcast host, David Wheldon, speaks with the inimitable marketing professor and industry commentator, Mark Ritson.

    Read more about "WFA Better Marketing Pod Ep 9: On purpose, Orlando Bloom and teaching from Tasmania with Professor Mark Ritson"
  17. Case study | Warner Music Group: Saylists
    Case studies
    Inclusive marketing

    Case study | Warner Music Group: Saylists

    Contagious I/O

    Record label teams up with Apple Music to offer speech therapy for kids through its songs

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

    Read more about "Case study | Warner Music Group: Saylists"
  18. DSA Task Force Meeting Overview (June 2021)
    Event reports
    Advertising & policyDigital policy

    DSA Task Force Meeting Overview (June 2021)

    WFA

    The WFA DSA Task Force met on 23 June 2021 to discuss the Digital Services Act and Digital Markets Act.

    Read more about "DSA Task Force Meeting Overview (June 2021)"
  19. Insight Forum Overview (June 2021)
    Event reports
    Influencer marketingMarketing strategyMarketing strategy

    Insight Forum Overview (June 2021)

    WFA

    Meeting overview from WFA’s Insight Forum meeting on 23 June 2021, which took place remotely.

    Read more about "Insight Forum Overview (June 2021)"
  20. Emerging trend - ad bans for fossil fuels
    Briefings & position papers
    Advertising & policy

    Emerging trend - ad bans for fossil fuels

    WFA

    Advertising restrictions for fossil fuels are gaining traction across Europe, as national and city governments develop and implement climate policies.

    Read more about "Emerging trend - ad bans for fossil fuels"
  21. Spotlight on marketing and sustainability: bridging the gaps around the world
    BenchmarkVideo
    Advertising & policyMarketing structureSustainabilityCMO ForumMarketing operations

    Spotlight on marketing and sustainability: bridging the gaps around the world

    WFA

    Join WFA and behavioural science agency BVA Nudge Unit as they share the global and regional insights from the world’s first marketing and sustainability study created in partnership with 34 national advertiser associations.

    Read more about "Spotlight on marketing and sustainability: bridging the gaps around the world"