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. Five common pitfalls of in-housing marketing services
    Expert opinion
    Marketing strategyMarketing structureMarketing capabilitiesMarketing operationsMarketing strategy

    Five common pitfalls of in-housing marketing services

    Ebiquity, APR, 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.

    Read more about "Five common pitfalls of in-housing marketing services"
  2. 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?"
  3. 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

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  4. 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"
  5. 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"
  6. 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"
  7. 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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  8. 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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  9. 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"
  10. 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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  11. People + Purpose = Performance
    Expert opinion
    Global Marketer WeekCMO Forum

    People + Purpose = Performance

    Julia Kraft

    Better marketing produces better results. No WFA member would disagree, in principle, but what does this mean in practice?

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  12. Putting people first
    Expert opinion
    Advertising & policyBrand purposeCross-media measurementGlobal Marketer Week

    Putting people first

    Stephan Loerke

    People are what matters in marketing and Global Marketer Week in Lisbon brought together more than 1,000 from more than 35 countries. Stephan Loerke, WFA CEO, reviews his highlights from the week.

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  13. Why policy professionals need to get excited about marketing
    Expert opinion
    Advertising & policyGlobal Marketer Week

    Why policy professionals need to get excited about marketing

    Rebecka Allén

    Marketers and policy professionals must bridge the gap that divides them. Rebecka Allén explains why that is critical for the business.

    Read more about "Why policy professionals need to get excited about marketing"
  14. Partnering with Finance
    Expert opinion
    Global Marketer WeekMarketing procurementMarketing procurement

    Partnering with Finance

    Laura Forcetti

    A great relationship with finance is key to building marketing procurement’s profile across an organisation. WFA Global Marketer Week in Lisbon heard some top tips for making it happen.

    Read more about "Partnering with Finance"
  15. Member barometer 2019
    Benchmark
    Advertising & policyTrends & forecastsMedia & analyticsMarketing strategyMarketing strategy

    Member barometer 2019

    WFA

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

    Read more about "Member barometer 2019"
  16. Benchmark on launch strategies
    Benchmark
    Marketing strategyCMO ForumMarketing operationsMarketing strategy

    Benchmark on launch strategies

    WFA

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

    Read more about "Benchmark on launch strategies"
  17. Benchmark on shifting consumer behavior in Germany
    Benchmark
    Marketing strategyCMO ForumMarketing strategy

    Benchmark on shifting consumer behavior in Germany

    WFA

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

    Read more about "Benchmark on shifting consumer behavior in Germany"
  18. Data Ethics Board meeting overview (April 2019)
    Event reports
    Advertising & policyDigital policyData governance

    Data Ethics Board meeting overview (April 2019)

    WFA

    Overview of the Data Ethics Board meeting held on April 8th, 2019

    Read more about "Data Ethics Board meeting overview (April 2019)"
  19. Sourcing Forum meeting overview (March 2019)
    Event reports
    Marketing procurementMarketing strategyMarketing procurementMarketing strategy

    Sourcing Forum meeting overview (March 2019)

    WFA

    Overview of the Sourcing Forum held on March 27th, 2019 in Lisbon.

    Read more about "Sourcing Forum meeting overview (March 2019)"
  20. Benchmark: Category management pass-through or 3rd party costs
    Benchmark
    Marketing procurementMarketing procurement

    Benchmark: Category management pass-through or 3rd party costs

    WFA

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

    Read more about "Benchmark: Category management pass-through or 3rd party costs"
  21. Progressive Programmatic Solutions workshop overview (April 2019)
    Event reports

    Progressive Programmatic Solutions workshop overview (April 2019)

    WFA, Infectious Media, Ebiquity

    Overview of WFA's Progressive Programmatic Solutions workshop held on April 12th, 2019 in Singapore

    Read more about "Progressive Programmatic Solutions workshop overview (April 2019)"