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. Marketing leaders highlight key trends at Global Marketer Week 2025
    Video
    CreativityGlobal Marketer WeekAICMO

    Marketing leaders highlight key trends at Global Marketer Week 2025

    WFA

    Marketing leaders and global CMOs identified their main messages and key trends for the industry at the WFA Global Marketer Week in Brussels between April 18 and 21.

    Read more about "Marketing leaders highlight key trends at Global Marketer Week 2025"
  2. RAC Programme Meeting Overview (February 2025)
    Advertising & policy

    RAC Programme Meeting Overview (February 2025)

    WFA

    An overview of the Responsible Advertising and Children (RAC) programme meeting held online on 26 February 2025.

    Read more about "RAC Programme Meeting Overview (February 2025)"
  3. Internationalising Media Agency Contracts
    Report
    Agency managementMedia transformation

    Internationalising Media Agency Contracts

    Tom Ashby

    WFA, in partnership with Robert Wegenek (The Quarterback), has launched a new guide to global media agency contracts, designed to help brands manage these critical relationships better. Tom Ashby, Global Lead Media Services at WFA, explains.

    Read more about "Internationalising Media Agency Contracts"
  4. WFA Better Marketing Pod Ep 39: On Cathay Pacific's marketing secret plus lessons from Asia with Ed Bell
    Expert opinion
    Brand reputation

    WFA Better Marketing Pod Ep 39: On Cathay Pacific's marketing secret plus lessons from Asia with Ed Bell

    WFA

    What does it take to rebuild an airline brand after the devastating impact of a global pandemic? Ed Bell, General Manager Brand, Insights and Marketing Communications at Cathay Pacific, takes us behind the scenes of one of aviation's most remarkable recovery stories.

    Read more about "WFA Better Marketing Pod Ep 39: On Cathay Pacific's marketing secret plus lessons from Asia with Ed Bell"
  5. Benchmark: Innovation in production
    Benchmark
    Agency management

    Benchmark: Innovation in production

    WFA

    WFA member survey on the topic of suggested content production companies in Asia Pacific (or with global reach)

    Read more about "Benchmark: Innovation in production"
  6. Benchmark: Marketing Mix Modelling (MMM) partners in EMEA
    Benchmark

    Benchmark: Marketing Mix Modelling (MMM) partners in EMEA

    WFA

    Which vendors are WFA members using for Marketing Mix Modelling (MMM), and what drives their choice? This latest benchmark gathers peer feedback on key MMM partners.

    Read more about "Benchmark: Marketing Mix Modelling (MMM) partners in EMEA"
  7. Benchmark: Industry insights and intelligence
    Benchmark

    Benchmark: Industry insights and intelligence

    WFA

    The latest WFA benchmark on Industry Insights is now available to members. 

    Read more about "Benchmark: Industry insights and intelligence"
  8. Spotlight: Evaluating Better Ideas
    Video
    Agency managementCreativity

    Spotlight: Evaluating Better Ideas

    WFA

    Discover an in-depth exploration of the findings from The BetterIdeas Project, a groundbreaking global study that WFA partnered on that tackles one of the toughest challenges for marketers: evaluating ideas.

    Read more about "Spotlight: Evaluating Better Ideas"
  9. More than half of multinational brands plan to boost influencer market spend
    BenchmarkGuides & templates
    Influencer marketing

    More than half of multinational brands plan to boost influencer market spend

    WFA

    New WFA research indicates 60% of marketers say influencer marketing is becoming more important. WFA has launched new guidance for brands as regulatory and reputational pressures grow.

    Read more about "More than half of multinational brands plan to boost influencer market spend"
  10. WFA Better Marketing Pod Ep 38: On navigating culture, meaning and purpose with marketing professor Marcus Collins
    Expert opinion
    Culture

    WFA Better Marketing Pod Ep 38: On navigating culture, meaning and purpose with marketing professor Marcus Collins

    WFA

    What makes a brand truly meaningful in people's lives? In this captivating conversation with Dr Marcus Collins - professor, agency strategist, and cultural marketing expert - we explore how the most powerful brands transcend their product categories to become vessels of meaning in culture.

    Read more about "WFA Better Marketing Pod Ep 38: On navigating culture, meaning and purpose with marketing professor Marcus Collins"
  11. Benchmark: Insights investments & budgets 2025
    Benchmark

    Benchmark: Insights investments & budgets 2025

    WFA

    How are leading brands investing in consumer insights and market research? The latest WFA Insights Forum Benchmark explores how companies are balancing traditional research with emerging AI-powered methodologies, shifting budgets, and evaluating the ROI of insights.

    Read more about "Benchmark: Insights investments & budgets 2025"
  12. Highlights from Global Marketer Week 2025
    Video
    Global Marketer Week

    Highlights from Global Marketer Week 2025

    WFA

    Global Marketer Week, the event for international marketers, went to Brussels in March 2025. See the highlights below from another week of discovery, inspiration and learning with the best minds of the industry. View more highlights and speaker sessions at gmw.wfanet.org.

    Read more about "Highlights from Global Marketer Week 2025"
  13. WFA research reveals new trends showing how brands are responding to changes in content production
    Report
    Marketing procurementMarketing procurement

    WFA research reveals new trends showing how brands are responding to changes in content production

    Laura Forcetti

    Outsourced on-site model on the rise, GenAI is slowly gaining traction, centralisation is back and social and short-form video are a top focus.

    Read more about "WFA research reveals new trends showing how brands are responding to changes in content production"
  14. Evaluating Better Ideas
    Report
    Agency management

    Evaluating Better Ideas

    WFA

    The BetterIdeas Project, a pioneering global study in collaboration with WFA, addressing one of the most complex challenges facing marketers today: evaluating ideas effectively.

    Read more about "Evaluating Better Ideas"
  15. Knowledge Spotlight: AI and the Future of Search
    Video
    Marketing technologyValue of advertisingMarketing capabilitiesMarketing operationsMarketing technology

    Knowledge Spotlight: AI and the Future of Search

    WFA

    This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts, this series offers 101 sessions on modern marketing foundations relevant to Asia Pacific. Designed for emerging leaders, from junior to mid-level professionals, looking to enhance their marketing skills and knowledge.

    Read more about "Knowledge Spotlight: AI and the Future of Search"
  16. WFA research identifies drivers of successful marketing organisations
    Report
    Global Marketer WeekCMO Forum

    WFA research identifies drivers of successful marketing organisations

    WFA

    New WFA research, Marketer of the Future 2025, highlights key factors separating brand leaders and those who are under-performing. Senior marketers share their views on the back of the research.

    Read more about "WFA research identifies drivers of successful marketing organisations"
  17. Knowledge Spotlight: Marketing Mix Modelling 101
    Video
    Media & analyticsMarketing effectivenessMarketing technologyMarketing technology

    Knowledge Spotlight: Marketing Mix Modelling 101

    WFA

    This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts, this series offers 101 sessions on modern marketing foundations relevant to Asia Pacific. Designed for emerging leaders, from junior to mid-level professionals, looking to enhance their marketing skills and knowledge.

    Read more about "Knowledge Spotlight: Marketing Mix Modelling 101"
  18. Sourcing Forum Meeting Overview (February 2025)
    Event reports
    Marketing procurementMarketing procurement

    Sourcing Forum Meeting Overview (February 2025)

    WFA

    Overview of the WFA Sourcing Forum meeting, held remotely on 26th February 2025. 

    Read more about "Sourcing Forum Meeting Overview (February 2025)"
  19. CMO Forum Meeting Overview (March 2025)
    Event reports
    Marketing strategyCMOMarketing strategy

    CMO Forum Meeting Overview (March 2025)

    WFA

    Overview of the WFA CMO Forum meeting held in person in Singapore on the 4th of March.

    Read more about "CMO Forum Meeting Overview (March 2025)"
  20. The AI-fluent CMOs: Transformative Force in Today’s Business
    Report

    The AI-fluent CMOs: Transformative Force in Today’s Business

    WFA

    Are you a marketing leader looking to stay ahead of the curve in an AI-driven world? The Infosys CMO Radar 2024 infographic —a concise, insightful summary of the research report, "The CMO Radar 2024" explores major industry shifts, addresses key challenges, and unveils unprecedented opportunities to help CMOs and their teams thrive in a rapidly transforming market. 

    Read more about "The AI-fluent CMOs: Transformative Force in Today’s Business"
  21. Consultancies for global marketing organisation transformation
    Benchmark
    Marketing structureCMO Forum

    Consultancies for global marketing organisation transformation

    WFA

    WFA member benchmark exploring the use of global marketing organisation consultancies

    Read more about "Consultancies for global marketing organisation transformation"