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. Case studies pending
    Case studies
    Sustainability

    Case studies pending

    WFA

    Check back soon!

    Read more about "Case studies pending"
  2. Nike - Sneakerheads 4 Sustainability
    Case studies
    Sustainability

    Nike - Sneakerheads 4 Sustainability

    WFA

    Hot sneakers, cool planet

    Read more about "Nike - Sneakerheads 4 Sustainability"
  3. LEGO - Hit Replay
    Sustainability

    LEGO - Hit Replay

    WFA

    Sustainbility is child's play, really!

    Read more about "LEGO - Hit Replay"
  4. Diageo - Drink sustainably
    Case studies
    Sustainability

    Diageo - Drink sustainably

    WFA

    Looking ahead to a more sustainable future

    Read more about "Diageo - Drink sustainably"
  5. adidas - Flotsam to fashion
    Case studies
    Sustainability

    adidas - Flotsam to fashion

    WFA

    Fashion that is anything but trashy

    Read more about "adidas - Flotsam to fashion"
  6. Danone - Integrating sustainability
    Case studies
    Sustainability

    Danone - Integrating sustainability

    WFA

    Healthy food, healthy planet, healthy company

    Read more about "Danone - Integrating sustainability"
  7. Mastercard - Card-carrying tree lovers
    Case studies
    Sustainability

    Mastercard - Card-carrying tree lovers

    WFA

    Partnering for the planet? Priceless!

    Read more about "Mastercard - Card-carrying tree lovers"
  8. Mars - Adopt away!
    Case studies
    Sustainability

    Mars - Adopt away!

    WFA

    Finding forever homes for furry friends

    Read more about "Mars - Adopt away!"
  9. VW - Online and environmentally friendly
    Case studies
    Sustainability

    VW - Online and environmentally friendly

    WFA

    Surfing sensibly, driving sustainability

    Read more about "VW - Online and environmentally friendly"
  10. IKEA - B(l)ack Friday
    Case studies
    Advertising & policySustainability

    IKEA - B(l)ack Friday

    WFA

    Reuse, recycle, rebate!

    Read more about "IKEA - B(l)ack Friday"
  11. WFA responses to EU public consultation on a Digital Levy
    Briefings & position papers
    Advertising & policyDigital policy

    WFA responses to EU public consultation on a Digital Levy

    WFA

    WFA responses to the European Commission consultation on an EU digital levy

    Read more about "WFA responses to EU public consultation on a Digital Levy"
  12. Spotlight: Growth Metrics – shift from a savings outlook to a value creation approach
    Video
    Marketing procurementMarketing structureMarketing procurement

    Spotlight: Growth Metrics – shift from a savings outlook to a value creation approach

    WFA

    Shifting from a savings outlook to a value creation approach.

    Read more about "Spotlight: Growth Metrics – shift from a savings outlook to a value creation approach"
  13. Insight & Strategy | Frida Mom: Fourth Trimester
    Case studies
    Inclusive marketing

    Insight & Strategy | Frida Mom: Fourth Trimester

    Contagious I/O

    How a women-led team created an ad that embraced truth and reflected the realities of breastfeeding and motherhood to launch a new product line

    This article was originally published in Contagious I/O on 1 April 2021

    Read more about "Insight & Strategy | Frida Mom: Fourth Trimester"
  14. WFA Better Marketing Pod Ep 7: On sustainability and courageous marketing with Conny Braams
    Expert opinionVideo
    Advertising & policyBrand purposeBrand reputationMarketing structureInclusive marketingMarketing capabilitiesMarketing operations

    WFA Better Marketing Pod Ep 7: On sustainability and courageous marketing with Conny Braams

    WFA

    WFA Podcast host, David Wheldon, speaks with Conny Braams, Chief Digital and Marketing Officer, Unilever.

    Read more about "WFA Better Marketing Pod Ep 7: On sustainability and courageous marketing with Conny Braams"
  15. WFA position paper on the EU Digital Markets Act
    Briefings & position papers
    Advertising & policyDigital policyAd tech

    WFA position paper on the EU Digital Markets Act

    WFA

    WFA’s position paper on the Digital Markets Act, a proposed legislation aimed at addressing the market power of large online ‘gatekeeper’ platforms and fostering competition in digital markets, including the digital advertising market.

    Read more about "WFA position paper on the EU Digital Markets Act"
  16. WFA position paper on the EU Digital Services Act
    Briefings & position papers
    Advertising & policyDigital policy

    WFA position paper on the EU Digital Services Act

    WFA

    WFA’s position paper on the Digital Services Act, a proposed legislation aimed at tackling illegal content online and promoting online advertising transparency which is currently under discussion in Brussels.

    Read more about "WFA position paper on the EU Digital Services Act"
  17. WFA global position on advertiser access to data in the digital advertising market
    Report
    Advertising & policyDigital policyAd tech

    WFA global position on advertiser access to data in the digital advertising market

    WFA

    In response to recent developments which have seen policymakers propose new rules aimed at forcing large online advertising platforms to share more data with their business users, including advertisers, WFA has developed a position on advertiser access to data in the digital advertising market.

    Read more about "WFA global position on advertiser access to data in the digital advertising market"
  18. Different Models when decoupling production
    Report
    Agency managementMarketing procurementMarketing procurement

    Different Models when decoupling production

    APR

    A brief definition guide on models when decoupling production.

    Read more about "Different Models when decoupling production"
  19. Case study | Dove: Show Us. It's On Us
    Case studies
    Inclusive marketing

    Case study | Dove: Show Us. It's On Us

    Contagious I/O

    FMCG giant spurs brands to be more inclusive by funding diverse casting costs

    This article was originally published in Contagious I/O on 26 March 2021

    Read more about "Case study | Dove: Show Us. It's On Us"
  20. Spotlight: Building Your Brand in an eCommerce Environment
    Video
    Marketing effectivenessRetail media & ecommerceMarketing capabilitiesMarketing operations

    Spotlight: Building Your Brand in an eCommerce Environment

    WFA

    Amidst the hustle and buzz of livestreaming, shoppertainment and blockbuster single-day shopping sprees, what do brands need to consider to avoid becoming just another commodity to consumers?

    Read more about "Spotlight: Building Your Brand in an eCommerce Environment"
  21. Global Marketer Week 2021 build up with The Marketoonist
    Video
    Global Marketer Week

    Global Marketer Week 2021 build up with The Marketoonist

    WFA

    Tom Fishburne aka The Marketoonist takes a light-hearted poke at the global marketing industry through the lens of our three main themes for Global Marketer Week 2021 on April 20-22: ‘Better Society, Better World, and Better Growth’.​

     

    Read more about "Global Marketer Week 2021 build up with The Marketoonist"