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. Bias and inclusion in Advertising: An analysis of 2018 Cannes Lions Film Craft Ads

    Bias and inclusion in Advertising: An analysis of 2018 Cannes Lions Film Craft Ads

    Geena Davis Institute

    This study examines representations of gender, race/ethnicity, sexual orientation (LGBTQ), and ability (with a focus on people with disabilities) among characters in Cannes Lions ads from 2018. Furthermore, it compared findings from 2018 to gender representations in Cannes Lions Film Craft advertisements from the previous decade (2006-2017).

    Read more about "Bias and inclusion in Advertising: An analysis of 2018 Cannes Lions Film Craft Ads"
  2. WFA launches The State of Advertising report
    Press releases
    Brand reputationCMO Forum

    WFA launches The State of Advertising report

    WFA

    Performance wins advertiser confidence as awareness gains mixed reviews, says WFA research

    Read more about "WFA launches The State of Advertising report"
  3. Global Alliance for Responsible Media launches to address digital safety
    Press releases

    Global Alliance for Responsible Media launches to address digital safety

    WFA

    Advertisers, agencies, media companies and platforms, industry organisations come together under the WFA at Cannes

    Read more about "Global Alliance for Responsible Media launches to address digital safety"
  4. Recommended global production/implementation agency
    Benchmark
    CMO Forum

    Recommended global production/implementation agency

    WFA

      WFA member bechmark. For additional details, please log in.

    Read more about "Recommended global production/implementation agency"
  5. The State of Advertising
    BenchmarkReport
    Advertising & policyAgency managementIn-housingMarketing structureDigital media transformation

    The State of Advertising

    WFA

    WFA has teamed up with The Economist Group for a study into the current state of advertising. 

    Read more about "The State of Advertising"
  6. Knowledge Spotlight: How to turn content into revenue
    Video
    Content marketingMarketing operations

    Knowledge Spotlight: How to turn content into revenue

    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: How to turn content into revenue"
  7. Creative crowdsourcing platforms: top tips to contracting for procurement
    Briefings & position papers
    Agency managementMarketing procurementMarketing procurement

    Creative crowdsourcing platforms: top tips to contracting for procurement

    WFA, The Liberty Guild

    This discussion document has been prepared with inputs from WFA, procurement professionals, media law firm Sheridans and creative development platform The Liberty Guild.

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  8. Benchmark: Category management - Stock images
    Benchmark
    Marketing procurementMarketing technologyMarketing procurementMarketing technology

    Benchmark: Category management - Stock images

    WFA

    This WFA member benchmark covers how brands are sourcing, obtaining transparency and what tools they are using to manage stock images.

    Read more about "Benchmark: Category management - Stock images"
  9. Benchmark: Supply Chain Finance (SCF) solutions
    Benchmark
    Marketing procurementMarketing procurement

    Benchmark: Supply Chain Finance (SCF) solutions

    WFA

    This WFA member benchmark covers if advertisers offer Supply Chain Finance (SCF) solutions to their marketing vendors and, if they do, what form these take.

    Read more about "Benchmark: Supply Chain Finance (SCF) solutions"
  10. WFA Forum (May 2019, Japan)
    Event reports
    Agency managementMarketing structure

    WFA Forum (May 2019, Japan)

    WFA

    Overview of the WFA Forum held on May 29th, 2019 in Tokyo

    Read more about "WFA Forum (May 2019, Japan)"
  11. GDPR represents the beginning, not the end, of the data privacy journey
    Expert opinion
    Advertising & policyDigital policyGDPR

    GDPR represents the beginning, not the end, of the data privacy journey

    Rebecka Allén

    The EU’s General Data Protection Regulation (GDPR) celebrates its first anniversary on May 25th, a natural moment to reflect on its impact.

    Read more about "GDPR represents the beginning, not the end, of the data privacy journey"
  12. Five common pitfalls of in-housing marketing services
    Expert opinion
    Marketing strategyMarketing structureMarketing capabilitiesMarketing operationsMarketing strategy

    Five common pitfalls of in-housing marketing services

    APR, Ebiquity, The Observatory

    While brands can benefit from in-housing some of the work their agencies are doing at the moment, sometimes it can go horribly wrong. APR Consulting Company, Ebiquity and The Observatory International explain.

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  13. Making sense of measurement: What does good look like?
    Expert opinion

    Making sense of measurement: What does good look like?

    WFA

    Marketers who get measurement wrong are not thinking big enough, says Infectious Media’s Global Client Analytics Lead, Chris Cox.

    Read more about "Making sense of measurement: What does good look like?"
  14. RAC Programme meeting overview (May 2019)
    Event reports
    Advertising & policyDigital policy

    RAC Programme meeting overview (May 2019)

    WFA

    Overview of the Responsible Advertising and Children (RAC) Programme meeting held on May 8th, 2019 in Brussels

    Read more about "RAC Programme meeting overview (May 2019)"
  15. WFA launches Global Sourcing Board
    Press releases
    Marketing procurementMarketing procurement

    WFA launches Global Sourcing Board

    WFA

    Goal is to revolutionalise the practice and perception of marketing procurement

    Read more about "WFA launches Global Sourcing Board"
  16. Building a future-proof marketing procurement strategy
    BenchmarkReport
    Agency managementMarketing procurementMarketing strategyMarketing structureMarketing capabilitiesMarketing organisationMarketing procurementMarketing strategy

    Building a future-proof marketing procurement strategy

    WBR

    In 2019, with the help of WFA WBR Insights surveyed 100 heads of marketing procurement from major brands across Europe to find out how leading companies have been procuring effective tools for a modern marketing strategy, and what challenges they're facing to implement them.

    Read more about "Building a future-proof marketing procurement strategy"
  17. Benchmark: 3rd-party consultant to manage the Client-Agency relationship
    Benchmark
    Agency managementMarketing procurementMarketing procurement

    Benchmark: 3rd-party consultant to manage the Client-Agency relationship

    WFA

     WFA member bechmark. For additional details, please log in.

    Read more about "Benchmark: 3rd-party consultant to manage the Client-Agency relationship"
  18. PAG Meeting Overview (May 2019, Brussels)
    Event reportsReport
    Advertising & policyDigital policyMarketing strategyMarketing structureMarketing strategy

    PAG Meeting Overview (May 2019, Brussels)

    WFA

    Meeting overview, presentations and briefings from WFA’s Policy Action Group (PAG) meeting on 7 May 2019 in Brussels.

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  19. Sourcing Forum meeting overview (April 2019)
    Event reports
    Marketing procurementMarketing strategyMarketing operationsMarketing procurementMarketing strategy

    Sourcing Forum meeting overview (April 2019)

    WFA

    Overview of the Sourcing Forum held on April 24th, 2019 in Shanghai.

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  20. Global Content Production Ecosystem 2018
    Benchmark
    Agency managementMarketing procurementContent marketingMarketing procurement

    Global Content Production Ecosystem 2018

    WFA, APR

    WFA member bechmark. For additional details, please log in.

    Read more about "Global Content Production Ecosystem 2018"
  21. Driving the programmatic disclosure you desire: An 8-point checklist
    Expert opinion

    Driving the programmatic disclosure you desire: An 8-point checklist

    Ranji David

    Maximising digital media transparency across programmatic activity is a top concern for APAC marketers. Here are eight steps which can help shed light on any ongoing disclosure challenges.

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