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. Insight & Strategy | Mattel: Creatable World
    Case studies
    Inclusive marketing

    Insight & Strategy | Mattel: Creatable World

    Contagious I/O, Contagious

    Why a toy maker decided to remodel conventions with a genderless doll range

    This article was originally published in Contagious I/O on 2 December 2019

    Read more about "Insight & Strategy | Mattel: Creatable World"
  2. Spotlight: Brand Building in Uncertain Times
    Video
    Agency managementMarketing capabilitiesMedia transformation

    Spotlight: Brand Building in Uncertain Times

    WFA

    The world as we know it has changed…  what impact has this had on how brands are built today and what will this mean as we look ahead in 2021?

    Read more about "Spotlight: Brand Building in Uncertain Times"
  3. Business Intelligence / Data analytics for a strong agency management program
    Report
    Agency managementMarketing procurementMarketing procurement

    Business Intelligence / Data analytics for a strong agency management program

    Decideware


    An e-book by our partners Decideware that looks at the importance & need for Business Intelligence / Data Analytics for a strong agency management program.

    Read more about "Business Intelligence / Data analytics for a strong agency management program"
  4. Benchmark: Global Category Management - Strategic ‘packaging’ design agency
    Benchmark
    Agency managementMarketing procurementMarketing procurement

    Benchmark: Global Category Management - Strategic ‘packaging’ design agency

    WFA

    Member benchmark on global category management of strategic ‘packaging’ design agency.

    Read more about "Benchmark: Global Category Management - Strategic ‘packaging’ design agency"
  5. Spotlight: How to win the hearts of Gen Z in 2021
    Video
    Influencer marketingCMO Forum

    Spotlight: How to win the hearts of Gen Z in 2021

    WFA

    Born between 1996 and 2015, Gen Z is estimated to become the largest generation of consumers in just a few years. Businesses that want to get out in front of the trends and succeed in the next decade and beyond need to consider the group that is shaping today’s youth culture.

    Read more about "Spotlight: How to win the hearts of Gen Z in 2021"
  6. Sourcing Forum meeting overview (February 2021)
    Event reports
    Marketing procurementMarketing strategyMarketing procurementMarketing strategy

    Sourcing Forum meeting overview (February 2021)

    WFA

    Overview of the Sourcing Forum held remotely on February 17, 2021.

    Read more about "Sourcing Forum meeting overview (February 2021)"
  7. WFA Better Marketing Pod Ep 5: On digital transformation with L'Oréal’s Lubomira Rochet
    Expert opinionVideo
    Advertising & policyMarketing technologyInclusive marketingDigital media transformationMarketing capabilitiesMarketing technology

    WFA Better Marketing Pod Ep 5: On digital transformation with L'Oréal’s Lubomira Rochet

    WFA

    WFA Podcast host, David Wheldon, speaks with Lubomira Rochet, L'Oréal's Chief Digital Officer

    Read more about "WFA Better Marketing Pod Ep 5: On digital transformation with L'Oréal’s Lubomira Rochet"
  8. What marketing talent wants
    BenchmarkReport
    Trends & forecastsMarketing structureCMO ForumMarketing capabilitiesMarketing operationsMarketing organisation

    What marketing talent wants

    WFA

    Company and marketing department attributes that resonate with today's marketer

    Read more about "What marketing talent wants"
  9. RAC Programme Meeting Overview (February 2021)
    Event reports
    Advertising & policy

    RAC Programme Meeting Overview (February 2021)

    WFA

    Overview of the Responsible Advertising and Children (RAC) Programme meeting held remotely on 10 February 2021.

    Read more about "RAC Programme Meeting Overview (February 2021)"
  10. Benchmark: Agency scope of work (SOW) tools
    Benchmark
    Agency managementMarketing procurementMarketing procurement

    Benchmark: Agency scope of work (SOW) tools

    WFA

    WFA member benchmark survey on Scope of Work (SOW) tools.

    Read more about "Benchmark: Agency scope of work (SOW) tools"
  11. Benchmark: Global versus local brand equity
    Benchmark
    Brand reputationMarketing structureCMO Forum

    Benchmark: Global versus local brand equity

    WFA

    WFA member survey on the topic of balancing global and local brand equity/positioning.

    Read more about "Benchmark: Global versus local brand equity"
  12. Decoupling production from the creative agency and the role of the agency producer
    Report
    In-housingMarketing procurementMarketing structureMarketing procurement

    Decoupling production from the creative agency and the role of the agency producer

    APR

    Following questions from WFA members, our partner Advertising Production resources (APR) has provided input on the topics of decoupling advertising production from the creative agency and the role of the agency producer.

    Read more about "Decoupling production from the creative agency and the role of the agency producer"
  13. Spotlight: Shortcutting your marketing transformation
    VideoEvent reports
    Marketing structureMarketing capabilitiesMarketing operationsMarketing organisation

    Spotlight: Shortcutting your marketing transformation

    WFA

    COVID has accelerated the need to transform legacy marketing structures and processes for the digital economy.

    Read more about "Spotlight: Shortcutting your marketing transformation"
  14. Marketing Transformation - Delivering the future fit organisation
    BenchmarkReport
    Digital media transformationMarketing operationsMarketing organisation

    Marketing Transformation - Delivering the future fit organisation

    WFA

    The subject of marketing transformation and how to deliver a Marketing function that is ‘future fit’ for the digital economy is more important than ever. 

    Read more about "Marketing Transformation - Delivering the future fit organisation"
  15. C-Suite support, freedom and training critical to marketing transformation, WFA research
    Press releases
    Digital media transformation

    C-Suite support, freedom and training critical to marketing transformation, WFA research

    WFA

    Legacy operating models can inhibit successful change in early stages

    22% of major multinationals have a well-advanced process in place

    Marketers are looking to expand their remit through taking 'ownership' of emerging disciplines, including Customer Experience and e-Commerce

    Read more about "C-Suite support, freedom and training critical to marketing transformation, WFA research"
  16. Introduction to WFA's policy groups
    Video
    Advertising & policyDigital policyPrivacy & tech

    Introduction to WFA's policy groups

    WFA

    Our policy team gives a brief overview and explains the core focus areas of WFA's policy groups

    Read more about "Introduction to WFA's policy groups"
  17. Spotlight: Managing your sponsorship initiatives post-pandemic
    Video
    Marketing procurementMarketing procurement

    Spotlight: Managing your sponsorship initiatives post-pandemic

    WFA

    What should marketing and marketing procurement professionals be thinking about as they consider how to manage and leverage their sponsorship investments over the short and mid-term?

    Read more about "Spotlight: Managing your sponsorship initiatives post-pandemic"
  18. Defining world-class standards for marketing procurement
    Expert opinionGuides & templates
    Marketing procurementMarketing procurement

    Defining world-class standards for marketing procurement

    Laura Forcetti

    To drive improvement, marketing procurement needs to ensure that everyone is talking the same language. WFA’s Global Sourcing Board has created some common definitions for key terms.

    Read more about "Defining world-class standards for marketing procurement"
  19. Spotlight: Media Contract Guidance in China
    Video

    Spotlight: Media Contract Guidance in China

    WFA

    This Webinar is for marketing, media and sourcing specialists who are responsible for Media Contracts and have a particular interest in understanding the nuances of contracting within the Chinese marketplace.

    Read more about "Spotlight: Media Contract Guidance in China"
  20. Benchmark: Global Budget setting & use of working/non-working ratios
    Benchmark
    Marketing structure

    Benchmark: Global Budget setting & use of working/non-working ratios

    WFA

    Member benchmark on enterprise marketing budgets and the use of 'working' vs 'non-working' spend ratios.

    Read more about "Benchmark: Global Budget setting & use of working/non-working ratios"
  21. Q&A Session: EU Collective Redress – what impact on advertisers?
    Event reports
    Advertising & policy

    Q&A Session: EU Collective Redress – what impact on advertisers?

    WFA

    A Q&A session with the European Commission Directorate General Justice and Consumers

    Read more about "Q&A Session: EU Collective Redress – what impact on advertisers?"