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. Webinar: Regulating marketing to kids - five key trends affecting toy brands
    Video
    Advertising & policy

    Webinar: Regulating marketing to kids - five key trends affecting toy brands

    WFA

    A closer look at the latest regulatory trends to restrict marketing to children around the world.

    Read more about "Webinar: Regulating marketing to kids - five key trends affecting toy brands"
  2. Benchmark: Global Category Management - Public Relations
    Benchmark
    Marketing procurementMarketing procurement

    Benchmark: Global Category Management - Public Relations

    WFA

    Member benchmark on category management of public relations (brand PR / consumer facing)

    Read more about "Benchmark: Global Category Management - Public Relations"
  3. Asia Spotlight: Leadership perspective in 2021
    Video

    Asia Spotlight: Leadership perspective in 2021

    WFA

    WFA CEO Stephan Loerke was joined by some of WFA’s senior industry leaders in Asia Pacific to discuss the most pressing issues facing our industry in 2021.

    Read more about "Asia Spotlight: Leadership perspective in 2021"
  4. Spotlight: Digital media and the demise of identity
    Video

    Spotlight: Digital media and the demise of identity

    WFA

    The demise of the third party cookie this year, plus reductions in identifiers such as Apple’s IDFA, are making it increasingly hard to track consumers across digital media.

    Read more about "Spotlight: Digital media and the demise of identity"
  5. Insight & Strategy | Doritos: The Best Gift
    Case studies
    Inclusive marketing

    Insight & Strategy | Doritos: The Best Gift

    Contagious I/O

    Why Doritos made an emotional film about sexual diversity and doubled down on inclusivity in Mexico

    This article was originally published in Contagious I/O on 22 January 2021

    Read more about "Insight & Strategy | Doritos: The Best Gift"
  6. WFA interviews the Global Marketer of the Year 2020 nominees
    Global Marketer of the Year

    WFA interviews the Global Marketer of the Year 2020 nominees

    WFA

    The top marketers at General Mills, Huawei, Mars, Mattel, P&G and Restaurant Brands International - all six nominated for the Global Marketer of the Year 2020 award - spoke with WFA recently about marketing during a pandemic, the work they're most proud of from 2020 and what our industry should be prioritising moving forward.

    Read more about "WFA interviews the Global Marketer of the Year 2020 nominees"
  7. WFA Better Marketing Pod Ep 4: On next generation marketing with Mastercard's Raja Rajamannar
    Expert opinionVideo
    Marketing technologyMarketing technology

    WFA Better Marketing Pod Ep 4: On next generation marketing with Mastercard's Raja Rajamannar

    WFA

    David Wheldon speaks with Raja Rajamannar, CMO at Mastercard and WFA President.

    Read more about "WFA Better Marketing Pod Ep 4: On next generation marketing with Mastercard's Raja Rajamannar"
  8. Six partner predictions for 2021
    Expert opinion
    Agency managementMarketing strategyMarketing structureMarketing capabilitiesMarketing operationsMarketing strategy

    Six partner predictions for 2021

    WFA

    Six of WFA’s strategic partners share their views on what will define marketing for the year ahead

    Read more about "Six partner predictions for 2021"
  9. Case study | Aeromexico: Not quite all-American
    Case studies

    Case study | Aeromexico: Not quite all-American

    Contagious I/O

    Mexican airline tackles prejudice using DNA testing

    This article was originally published in Contagious I/O on 28 January 2019

    Read more about "Case study | Aeromexico: Not quite all-American"
  10. Spotlight on sustainability around the world
    Video
    Advertising & policySustainabilityMarketing operations

    Spotlight on sustainability around the world

    WFA

    Guest speaker Christoph Dölitzsch from Latana shares insight on how people’s views of sustainability differ around the world.

    Read more about "Spotlight on sustainability around the world"
  11. WFA amendment suggestions on EU ePrivacy Regulation
    Briefings & position papers
    Advertising & policyDigital policy

    WFA amendment suggestions on EU ePrivacy Regulation

    WFA

    These are WFA’s amendment suggestions on the revision of the EU ePrivacy Directive.

    Read more about "WFA amendment suggestions on EU ePrivacy Regulation"
  12. Case study | Mastercard: True Name
    Case studies

    Case study | Mastercard: True Name

    Contagious I/O

    Financial services company launches card to ease pain point in the LGBTQIA+ community

    This article was originally published in Contagious I/O on 7 July 2020

    Read more about "Case study | Mastercard: True Name"
  13. DSA Task Force Meeting Overview (January 2021)
    Event reports
    Advertising & policyDigital policy

    DSA Task Force Meeting Overview (January 2021)

    WFA

    The WFA DSA Task Force met on 12 January 2021 to discuss the Digital Services Act and Digital Markets Act.

    Read more about "DSA Task Force Meeting Overview (January 2021)"
  14. Spotlight: WFA in 2021
    Marketing procurementMarketing procurement

    Spotlight: WFA in 2021

    WFA

    A chance for WFA members (only) to get a glimpse of the collective priorities of the membership for 2021.

    Read more about "Spotlight: WFA in 2021"
  15. WFA’s response to WHO consultation (alcohol marketing)
    Report
    Advertising & policy

    WFA’s response to WHO consultation (alcohol marketing)

    WFA

    WFA’s response to the WHO’s consultation on a working document for development of an action plan to strengthen implementation of the Global strategy to reduce the harmful use of alcohol.

    Read more about "WFA’s response to WHO consultation (alcohol marketing)"
  16. DGX meeting with Google, 15 December 2020
    Event reports
    Advertising & policyDigital policyPrivacy & techGDPR

    DGX meeting with Google, 15 December 2020

    WFA

    In this session, WFA members discussed GDPR compliance and data protection responsibilities with Google.

    Read more about "DGX meeting with Google, 15 December 2020"
  17. Position Paper on EU ePrivacy Regulation
    Briefings & position papers
    Advertising & policyDigital policy

    Position Paper on EU ePrivacy Regulation

    WFA

    This is WFA’s position on the revision of the EU ePrivacy Directive.

    Read more about "Position Paper on EU ePrivacy Regulation"
  18. Insight & Strategy: Google Creatability
    Case studies

    Insight & Strategy: Google Creatability

    Contagious I/O

    How Google used the power of the web and AI to improve the accessibility of art and music

    This article was originally published in Contagious I/O on 28 June 2019

    Read more about "Insight & Strategy: Google Creatability"
  19. Briefings & position papers
    Advertising & policyDigital policy

    WFA response to EDPB consultation

    WFA

    WFA response to EDPB consultation on Recommendations 01/2020 on measures that supplement transfer tools to ensure compliance with the EU level of protection of personal data

    Read more about "WFA response to EDPB consultation"
  20. Meet the Global Marketer of the Year 2020 nominees: Marc Pritchard, P&G
    Expert opinionVideo
    Global Marketer of the Year

    Meet the Global Marketer of the Year 2020 nominees: Marc Pritchard, P&G

    WFA

    Marc Pritchard, Chief Brand Officer of P&G, is one of the six global marketers shortlisted for this year's WFA Global Marketer of the Year award in partnership with The Drum. 

    Read more about "Meet the Global Marketer of the Year 2020 nominees: Marc Pritchard, P&G"
  21. Meet the Global Marketer of the Year 2020 nominees: Ivan Pollard, General Mills
    Expert opinionVideo
    Global Marketer of the Year

    Meet the Global Marketer of the Year 2020 nominees: Ivan Pollard, General Mills

    WFA

    Ivan Pollard, SVP, Global Chief Marketing Officer, General Mills, is one of the six global marketers shortlisted for this year's WFA Global Marketer of the Year award in partnership with The Drum. 

    Read more about "Meet the Global Marketer of the Year 2020 nominees: Ivan Pollard, General Mills"