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. WFA prepares for biggest ever Global Marketer Week
    Global Marketer Week

    WFA prepares for biggest ever Global Marketer Week

    WFA

    More than 2,000 delegates from over 40 countries set to benefit from trends, insights and networking opportunities at the event in Brussels.

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  2. Global Marketer Week Forums: executives gather to share what works despite economic and geo-political uncertainties
    Global Marketer WeekCMO Forum

    Global Marketer Week Forums: executives gather to share what works despite economic and geo-political uncertainties

    WFA

    As part of WFA Global Marketer Week, our specialist forums will hold standalone forum sessions to discuss and develop workable solutions to help brand owners address the challenges facing each role.

    Read more about "Global Marketer Week Forums: executives gather to share what works despite economic and geo-political uncertainties"
  3. WFA Better Marketing Pod Ep 37: On being a real global marketer and Gen Alpha with Dr. Frederique Covington Corbett, UNICEF
    Expert opinion
    Brand reputation

    WFA Better Marketing Pod Ep 37: On being a real global marketer and Gen Alpha with Dr. Frederique Covington Corbett, UNICEF

    WFA

    In this episode of WFA's Better Marketing Podcast in partnership with Meta, David Wheldon speaks with Dr Frederique Covington Corbett, who is in the private sector division of Unicef as Chief of Global Brand & Marketing. David and Frederique discuss the biggest mistake marketers make, whether Gen Alpha is getting the leadership they need, why CEOs need to become Chief Energy Officers, the hushing trend sweeping across companies and what Chief Marketing Officers may be surprised about when it comes to standing out in judging for the Effie Awards.

    Read more about "WFA Better Marketing Pod Ep 37: On being a real global marketer and Gen Alpha with Dr. Frederique Covington Corbett, UNICEF"
  4. AI Essentials: IP guidance, Meta ad labelling, EU prohibited practices and Global Marketer Week
    Expert opinion
    Marketing technologyAIMarketing technology

    AI Essentials: IP guidance, Meta ad labelling, EU prohibited practices and Global Marketer Week

    Gabrielle Robitaille

    AI is transforming the way marketers work. Gabrielle Robitaille, Policy Director at WFA, looks at the latest developments and how they impact marketing and media. 

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  5. The building blocks of effectiveness
    Expert opinion
    Marketing effectiveness

    The building blocks of effectiveness

    Silas Lewis-Meilus

    Defining marketing effectiveness is key if marketers are to justify investment and deliver on the profession’s promise of brand growth. Silas Lewis-Meilus, Global Head of Media Operations at Haleon, explains.

    Read more about "The building blocks of effectiveness"
  6. The Candid CMO: Lex Bradshaw-Zanger, Chief Marketing & Digital Officer for L’Oréal SAPMENA
    Expert opinion
    Candid CMO

    The Candid CMO: Lex Bradshaw-Zanger, Chief Marketing & Digital Officer for L’Oréal SAPMENA

    WFA

    WFA chats to the Chief Marketing & Digital Officer for L’Oréal South Asia Pacific, Middle East & North Africa to explore his marketing journey around the world. 

    Read more about "The Candid CMO: Lex Bradshaw-Zanger, Chief Marketing & Digital Officer for L’Oréal SAPMENA"
  7. Knowledge Spotlight: Media Management in China for 2025 and beyond
    Video
    Agency management

    Knowledge Spotlight: Media Management in China for 2025 and beyond

    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: Media Management in China for 2025 and beyond"
  8. In-House Forum Meeting Overview (Jan 2025)
    Event reports
    Agency managementMarketing structure

    In-House Forum Meeting Overview (Jan 2025)

    WFA

    Overview of the In-House forum held remotely on 23rd January 2025

    Read more about "In-House Forum Meeting Overview (Jan 2025)"
  9. WFA launches new Transparency Tool for media
    Marketing tool

    WFA launches new Transparency Tool for media

    Tom Ashby

    WFA has launched a new Transparency Tool, in partnership with Ebiquity, designed to help benchmark contact transparency across key areas of media practice.

    Read more about "WFA launches new Transparency Tool for media"
  10. Marketing Capability Meeting Overview (Feb 2025)
    Event reports
    Marketing strategyMarketing strategy

    Marketing Capability Meeting Overview (Feb 2025)

    WFA

    Overview of the Marketing Capability forum held remotely on 11th February 2025

    Read more about "Marketing Capability Meeting Overview (Feb 2025)"
  11. Media and creative: together for superior effectiveness and ROAS (Google)
    Event reports
    Marketing effectiveness

    Media and creative: together for superior effectiveness and ROAS (Google)

    WFA

    On the 21st of January 2025, the WFA community was invited to the Google offices in Singapore for an evening of insights and networking drinks. A session hosted by Goole demonstrated how media and creative are two essential sides of the same coin. Materials shared by the team at Google are now available for download.

    Read more about "Media and creative: together for superior effectiveness and ROAS (Google)"
  12. PAG Meeting Overview (February 2025)
    Event reports
    Advertising & policyDigital policy

    PAG Meeting Overview (February 2025)

    WFA

    Meeting overview and presentations from WFA’s Policy Action Group (PAG) meeting on 4 February 2025

    Read more about "PAG Meeting Overview (February 2025)"
  13. Spotlight: More effective B2B influencer marketing
    Video
    Influencer marketingMarketing capabilitiesMarketing operations

    Spotlight: More effective B2B influencer marketing

    WFA

    From diagnosis to activation, join this session to discover how Brainlabs identifies the moments and contexts where influencers can drive transformative outcomes.

    Read more about "Spotlight: More effective B2B influencer marketing"
  14. Privacy and Tech Forum
    Expert opinionVideo
    Digital policyMarketing technologyMarketing technology

    Privacy and Tech Forum

    Gabrielle Robitaille

    For senior experts from a broad range of functions, including marketing, legal, policy and compliance.

    Read more about "Privacy and Tech Forum"
  15. Diageo - How can brands successfully communicate on water sustainability actions?
    Case studies
    Sustainability

    Diageo - How can brands successfully communicate on water sustainability actions?

    WFA

    Diageo looked to explore the water sustainability conversation and understand how to best communicate effectively on this topic, by leveraging search and social data in a way that would positively resonate with consumers and influencers alike.

    Read more about "Diageo - How can brands successfully communicate on water sustainability actions?"
  16. Cannes Lions

    WFA at Cannes

    WFA

    Each year at Cannes, WFA brings together a programme of events available to WFA members, including WFA co-hosted events and WFA speaker sessions (indicated in red) and 3rd party sessions (indicated in blue) taking place across the week. We hope these will help you connect, learn and make the most of your time in Cannes.

    Read more about "WFA at Cannes"
  17. Halo CMM Community Townhall Meeting
    Video
    Cross-media measurementHalo

    Halo CMM Community Townhall Meeting

    WFA

    Discover the Future of Cross-Media Measurement - February Meeting

    Read more about "Halo CMM Community Townhall Meeting"
  18. Video

    Regional WFA-IARD Webinar for APAC

    Jon Baldwin Quintanilla

    Setting standards that effectively protect minors in digital environments.

    Read more about "Regional WFA-IARD Webinar for APAC"
  19. Knowledge Spotlight: Search Engine Optimisation (SEO) 101
    Video
    Media & analyticsMarketing effectivenessMarketing procurementMarketing technologyDigital media transformationMarketing capabilitiesMarketing procurementMarketing technology

    Knowledge Spotlight: Search Engine Optimisation (SEO) 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: Search Engine Optimisation (SEO) 101"
  20. AB InBev CMO wins Global Marketer of the Year
    Press releases
    Global Marketer of the Year

    AB InBev CMO wins Global Marketer of the Year

    WFA

    Marcel Marcondes, Global Chief Marketing Officer, AB InBev has won the 2024 WFA Global Marketer of the Year, WFA’s annual celebration of great marketing leadership, organised in partnership with The Drum. Marcondes was one of five shortlisted candidates and topped the combined public and expert jury vote.

    Read more about "AB InBev CMO wins Global Marketer of the Year"
  21. The Candid CMO: Jiunn Shih, Global Chief Marketing, Innovation and Sustainability Officer at Zespri
    Expert opinion
    Candid CMO

    The Candid CMO: Jiunn Shih, Global Chief Marketing, Innovation and Sustainability Officer at Zespri

    WFA

    In the first of a new series, WFA chats to the global marketing lead for Zespri to explore his marketing journey from boyhood to his current ambitions for New Zealand’s kiwi exporting behemoth.

    Read more about "The Candid CMO: Jiunn Shih, Global Chief Marketing, Innovation and Sustainability Officer at Zespri"