Posts about Expert opinion

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.

RSS Feed
  1. Julia Goldin, LEGO: WFA Global Marketer of the Year 2022 nominee
    Expert opinionVideo
    Global Marketer of the Year

    Julia Goldin, LEGO: WFA Global Marketer of the Year 2022 nominee

    WFA

    Julia Goldin, Chief Product & Marketing Officer, LEGO, is one of the eight global marketers shortlisted for this year's WFA Global Marketer of the Year award in partnership with The Drum. 

    Read more about "Julia Goldin, LEGO: WFA Global Marketer of the Year 2022 nominee"
  2. Cheryl Goh, Grab: WFA Global Marketer of the Year 2022 nominee
    Expert opinionVideo
    Global Marketer of the Year

    Cheryl Goh, Grab: WFA Global Marketer of the Year 2022 nominee

    WFA

    Cheryl Goh, Group VP of Marketing and Sustainability – Founding CMO, Grab, is one of the eight global marketers shortlisted for this year's WFA Global Marketer of the Year award in partnership with The Drum. Cheryl talks to us about her priorities, recent achievements and thoughts on what's next.

    Read more about "Cheryl Goh, Grab: WFA Global Marketer of the Year 2022 nominee"
  3. Fabrice Beaulieu, Reckitt: WFA Global Marketer of the Year 2022 nominee
    Expert opinionVideo
    Global Marketer of the Year

    Fabrice Beaulieu, Reckitt: WFA Global Marketer of the Year 2022 nominee

    WFA

    Fabrice Beaulieu, Chief Marketing, Sustainability and Corporate Affairs Officer, Reckitt, is one of the eight global marketers shortlisted for this year's WFA Global Marketer of the Year award in partnership with The Drum. Fabrice talks to us about his priorities, recent achievements and thoughts on what's next:

    Read more about "Fabrice Beaulieu, Reckitt: WFA Global Marketer of the Year 2022 nominee"
  4. After Spring comes…
    Expert opinion
    Marketing procurementMarketing strategyMarketing procurementMarketing strategy

    After Spring comes…

    Laura Forcetti

    The WFA Sourcing Board is refreshing its goals and ambitions after three years and a half, with a series of new initiatives to help marketing procurement practitioners drive efficiency, effectiveness and delivery. Laura Forcetti, Director of Global Marketing Sourcing Services at the WFA, explains.

    Read more about "After Spring comes…"
  5. Five predictions for 2023
    Expert opinion
    Advertising & policyDigital policyBrand reputationMarketing capabilities

    Five predictions for 2023

    WFA

    From sustainability claims to tech regulations around the world and greater emphasis on capability building: the WFA team share some predictions for what the next 12 months hold for brands.

    Read more about "Five predictions for 2023"
  6. WFA Better Marketing Pod Ep 22: On reasons to be optimistic about 2023 with Tom Standage, The Economist
    Expert opinionVideo
    Advertising & policyDigital policy

    WFA Better Marketing Pod Ep 22: On reasons to be optimistic about 2023 with Tom Standage, The Economist

    WFA

    WFA podcast host, David Wheldon, speaks with Tom Standage, Deputy Editor of The Economist and Editor, The World Ahead, about tech people’s Messiah complex, upcoming regulation and his three reasons to be optimistic about 2023.

    Read more about "WFA Better Marketing Pod Ep 22: On reasons to be optimistic about 2023 with Tom Standage, The Economist"
  7. Reasons to be optimistic: How the best work of 2022 can help marketers up their game in 2023
    Expert opinion
    CreativityContent marketingDigital media transformation

    Reasons to be optimistic: How the best work of 2022 can help marketers up their game in 2023

    Arwa Mahdawi

    Guardian columnist and brand strategist, Arwa Mahdawi, takes a look at the lessons 2022 has taught marketers for the year ahead.

    Read more about "Reasons to be optimistic: How the best work of 2022 can help marketers up their game in 2023"
  8. Reducing WFA’s carbon footprint
    Expert opinion
    Brand purposeSustainability

    Reducing WFA’s carbon footprint

    Hanne van de Ven

    WFA is committed to doing its part in the fight against climate change. WFA Senior Connections Manager, Hanne van de Ven, shares on the organisation's journey to reduce its event-related carbon footprint.

    Read more about "Reducing WFA’s carbon footprint"
  9. People first measurement
    Expert opinion
    Cross-media measurement

    People first measurement

    Matt Green

    The current drive for smarter cross-media measurement is starting to bear fruit in key markets. Matt Green, Director, Global Media Services at WFA, assesses the progress so far.

    Read more about "People first measurement"
  10. Putting wages on an equal footing
    Expert opinion
    Advertising & policyInclusive marketing

    Putting wages on an equal footing

    Michele Prota

    Knowing that you are paid fairly is a critical part of the inclusion equation, says Michele Prota, Global Chief Talent Officer at Forsman & Bodenfors.

    Read more about "Putting wages on an equal footing"
  11. Consumer Insights needs an inclusive approach too
    Expert opinion
    Media & analyticsInclusive marketing

    Consumer Insights needs an inclusive approach too

    Corinne Moy

    Consumers come in all shapes and sizes, so brands need to ensure they are getting insights from everyone. Corrine Moy, Council Member of ESOMAR – the global insights community – explains.

    Read more about "Consumer Insights needs an inclusive approach too"
  12. 10 years of Responsible Alcohol Marketing
    Expert opinion
    Advertising & policy

    10 years of Responsible Alcohol Marketing

    Rebecka Allén

    On the occasion of the 10th anniversary of the Responsible Marketing Pact, Giuditta Hanau Santini, Junior Policy Manager at WFA, shares her thoughts on the importance of protecting minors from exposure to alcohol advertising.

    Read more about "10 years of Responsible Alcohol Marketing"
  13. Demystifying marketing effectiveness
    Expert opinion
    Marketing effectivenessMedia transformation

    Demystifying marketing effectiveness

    Gerry D'Angelo

    Measuring marketing effectiveness is becoming more important, and yet more challenging at the same time. Gerry D’Angelo, VP, Global Media at P&G, and Co-chair of WFA's Media Forum, explains how to resolve this tension.

    Read more about "Demystifying marketing effectiveness"
  14. An unlikely destination
    Expert opinion
    Advertising & policyBrand purposeBrand reputation

    An unlikely destination

    Stephan Loerke

    WFA CEO Stephan Loerke reports back from COP27, where the real action is happening away from political leaders.

    Read more about "An unlikely destination"
  15. Don’t be disingenuous on inclusion: brands must ensure behaviour and messaging align
    Expert opinion
    Advertising & policyInclusive marketing

    Don’t be disingenuous on inclusion: brands must ensure behaviour and messaging align

    WFA

    Nathalie Lam, Philips Global Head of Sponsorship and Marketing Transformation Lead, explains how Philips wants its creative content to match the diversity of its audience. This is the first article in a series by WFA Diversity & Inclusion Taskforce members ahead of its 2023 inclusion census.

    Read more about "Don’t be disingenuous on inclusion: brands must ensure behaviour and messaging align"
  16. Why brand safety matters
    Expert opinion
    Advertising & policy

    Why brand safety matters

    Stephan Loerke

    Please note that GARM was discontinued on August 8. See more here.

    It’s worth reminding ourselves why brand safety matters and how global advertisers have taken the lead in trying to make digital platforms places where they are comfortable for their brands to appear. WFA CEO Stephan Loerke explains.

    Read more about "Why brand safety matters"
  17. Brand safety and suitability: Restoring choice to advertising industry stakeholders in digital media
    Expert opinion
    Advertising & policy

    Brand safety and suitability: Restoring choice to advertising industry stakeholders in digital media

    Rob Rakowitz

    Please note that GARM was discontinued on August 8. See more here.

    The Global Alliance for Responsible Media (GARM) has been working hard over the last three years to help marketers protect brand reputation. Rob Rakowitz, WFA Initiative Lead for GARM, explains how the tools put transparency and choice back into the industry.

    Read more about "Brand safety and suitability: Restoring choice to advertising industry stakeholders in digital media"
  18. WFA Better Marketing Pod Ep 21: On brand building in the football industry with Roel de Vries, City Football Group
    Expert opinionVideo
    Brand purposeBrand reputationMarketing structureMarketing operations

    WFA Better Marketing Pod Ep 21: On brand building in the football industry with Roel de Vries, City Football Group

    WFA

    WFA podcast host, David Wheldon, speaks with Roel de Vries, Group Chief Operating Officer at City Football Group, about the ins and outs of the football business, and the similarities and differences between Tokyo and Manchester.

    Read more about "WFA Better Marketing Pod Ep 21: On brand building in the football industry with Roel de Vries, City Football Group"
  19. Expert opinion

    Insights from GARM’s Aggregated Measurement Report Volume 4

    Rob Rakowitz

    Please note that GARM was discontinued on August 8 2024. See more here.

    GARM’s focused view on social media content enforcement data shows increased action on war and weaponry with the ongoing War on Ukraine

    Read more about "Insights from GARM’s Aggregated Measurement Report Volume 4"
  20. Bringing back the talent
    Expert opinion

    Bringing back the talent

    Christian de la Villehuchet

    Attracting and retaining talent is undoubtedly the most important challenge in the communication industry right now. Our business is solely about talent; it’s 75% of our costs and 100% of our value, says Christian de la Villehuchet, Global Chief Integration Officer at Havas and President of the European Association of Communications Agencies.

    Read more about "Bringing back the talent"
  21. Winning during inflation
    Expert opinion
    Brand reputationMarketing operations

    Winning during inflation

    J. Walker Smith, Knowledge Lead, Kantar

    With concerns about the economy in general and inflation more specifically rising worldwide, how should brands respond? J. Walker Smith, Kantar Knowledge Lead, shares his views.

    Read more about "Winning during inflation"