Posts about Marketing strategy

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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 Better Marketing Pod Ep 9: On purpose, Orlando Bloom and teaching from Tasmania with Professor Mark Ritson
    Expert opinionVideo
    Advertising & policyBrand purposeBrand reputationInclusive marketingDigital media transformation

    WFA Better Marketing Pod Ep 9: On purpose, Orlando Bloom and teaching from Tasmania with Professor Mark Ritson

    WFA

    WFA podcast host, David Wheldon, speaks with the inimitable marketing professor and industry commentator, Mark Ritson.

    Read more about "WFA Better Marketing Pod Ep 9: On purpose, Orlando Bloom and teaching from Tasmania with Professor Mark Ritson"
  2. Insight Forum Overview (June 2021)
    Event reports
    Influencer marketingMarketing strategyMarketing strategy

    Insight Forum Overview (June 2021)

    WFA

    Meeting overview from WFA’s Insight Forum meeting on 23 June 2021, which took place remotely.

    Read more about "Insight Forum Overview (June 2021)"
  3. Spotlight on marketing and sustainability: bridging the gaps around the world
    BenchmarkVideo
    Advertising & policyMarketing structureSustainabilityCMO ForumMarketing operations

    Spotlight on marketing and sustainability: bridging the gaps around the world

    WFA

    Join WFA and behavioural science agency BVA Nudge Unit as they share the global and regional insights from the world’s first marketing and sustainability study created in partnership with 34 national advertiser associations.

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  4. Get comfortable with sustainability
    Expert opinionBenchmarkReport
    Brand purposeBrand reputationMarketing capabilitiesMarketing operations

    Get comfortable with sustainability

    Scott Young

    The key insight from the WFA’s Marketing and Sustainability: Closing the Gaps research is that marketers need to get more comfortable with the topic. Scott Young from BVA Nudge Unit explains how that’s possible.

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  5. Marketing’s Missing P: Planet
    Expert opinion
    Brand purposeBrand reputationSustainabilityMarketing operations

    Marketing’s Missing P: Planet

    Thomas Lingard, Global Climate & Environment Director, Unilever

    Is marketing at odds with sustainability? Thomas Lingard, Global Climate & Environment Director, Unilever, shares his view on how marketers can be a positive force for change.

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  6. Capability Forum Overview (June 2021)
    Event reports
    CMO ForumMarketing operations

    Capability Forum Overview (June 2021)

    WFA

    Meeting overview and presentations from WFA’s Capability Forum meeting on 8 June 2021, which took place remotely.

    Read more about "Capability Forum Overview (June 2021)"
  7. How are you helping marketing get on the sustainability journey?
    Expert opinion
    Brand purposeBrand reputationSustainability

    How are you helping marketing get on the sustainability journey?

    WFA

    We asked three leading CMOs how their organisation was taking action to improve the sustainability of their messages and their products.

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  8. New metrics for a growth agenda
    Expert opinion
    Marketing procurementMarketing procurement

    New metrics for a growth agenda

    Laura Forcetti

    Moving from a savings outlook to a value-creation approach requires new methods of measuring progress. Building on discussions within WFA's Sourcing Forum, Simraan Kulkarni, WFA Sourcing Manager, shares on three areas where new metrics can be used.

    Read more about "New metrics for a growth agenda"
  9. WFA Better Marketing Pod Ep 8: On making an iconic doll relevant again with Lisa McKnight
    Expert opinionVideo
    Advertising & policyBrand purposeBrand reputationInclusive marketingDigital media transformation

    WFA Better Marketing Pod Ep 8: On making an iconic doll relevant again with Lisa McKnight

    Camelia Cristache-Podgorean

    WFA podcast host, David Wheldon, speaks with Lisa McKnight, SVP and Global Head of Barbie & Dolls at Mattel, Inc.

    Read more about "WFA Better Marketing Pod Ep 8: On making an iconic doll relevant again with Lisa McKnight"
  10. WFA Consultant Directory
    Report
    Marketing operations

    WFA Consultant Directory

    WFA

    A WFA directory of marketing consultant firms, based on member recommendations and market research. Last update: June 2021

    Read more about "WFA Consultant Directory"
  11. Spotlight: Diversity & Inclusion in the Production Landscape
    Video
    Advertising & policyMarketing procurementInclusive marketingMarketing procurement

    Spotlight: Diversity & Inclusion in the Production Landscape

    WFA

    An introduction to WFA’s diversity & representation guide, with key insights and ideas from APR & MCA to drive D&I in the production space.

    Read more about "Spotlight: Diversity & Inclusion in the Production Landscape"
  12. Benchmark: Boutique Creative Agencies in China
    Benchmark
    Agency managementMarketing capabilities

    Benchmark: Boutique Creative Agencies in China

    WFA

    Member benchmark on Boutique Creative Agencies in China

    Read more about "Benchmark: Boutique Creative Agencies in China"
  13. Benchmark: Creative Agencies in Japan with TVCM capabilities
    Benchmark
    Agency managementMarketing capabilities

    Benchmark: Creative Agencies in Japan with TVCM capabilities

    WFA

    Member benchmark on Creative Agencies in Japan with TVCM capabilities

    Read more about "Benchmark: Creative Agencies in Japan with TVCM capabilities"
  14. Marketing and Sustainability: Closing the Gaps
    BenchmarkReport
    Advertising & policyBrand purposeSustainabilityMarketing operations

    Marketing and Sustainability: Closing the Gaps

    WFA

    What can Marketers do to drive Sustainability in their industry?

    Read more about "Marketing and Sustainability: Closing the Gaps"
  15. WFA launches Planet Pledge for Marketers
    Press releases
    Brand purposeGlobal Marketer WeekSustainabilityCMO ForumMarketing operations

    WFA launches Planet Pledge for Marketers

    WFA

    WFA launches framework to help marketers lead on climate change challenge

    New research suggests marketers lag corporate progress on the sustainability journey

    Read more about "WFA launches Planet Pledge for Marketers"
  16. Spotlight: Growth Metrics – shift from a savings outlook to a value creation approach
    Video
    Marketing procurementMarketing structureMarketing procurement

    Spotlight: Growth Metrics – shift from a savings outlook to a value creation approach

    WFA

    Shifting from a savings outlook to a value creation approach.

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  17. WFA Better Marketing Pod Ep 7: On sustainability and courageous marketing with Conny Braams
    Expert opinionVideo
    Advertising & policyBrand purposeBrand reputationMarketing structureInclusive marketingMarketing capabilitiesMarketing operations

    WFA Better Marketing Pod Ep 7: On sustainability and courageous marketing with Conny Braams

    WFA

    WFA Podcast host, David Wheldon, speaks with Conny Braams, Chief Digital and Marketing Officer, Unilever.

    Read more about "WFA Better Marketing Pod Ep 7: On sustainability and courageous marketing with Conny Braams"
  18. Different Models when decoupling production
    Report
    Agency managementMarketing procurementMarketing procurement

    Different Models when decoupling production

    APR

    A brief definition guide on models when decoupling production.

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  19. Spotlight: Building Your Brand in an eCommerce Environment
    Video
    Marketing effectivenessRetail media & ecommerceMarketing capabilitiesMarketing operations

    Spotlight: Building Your Brand in an eCommerce Environment

    WFA

    Amidst the hustle and buzz of livestreaming, shoppertainment and blockbuster single-day shopping sprees, what do brands need to consider to avoid becoming just another commodity to consumers?

    Read more about "Spotlight: Building Your Brand in an eCommerce Environment"
  20. Benchmark: Dynamic Creative Optimisation (DCO) partners & Creative analytics suppliers
    Benchmark
    Marketing procurementMarketing procurement

    Benchmark: Dynamic Creative Optimisation (DCO) partners & Creative analytics suppliers

    WFA

    Member benchmark on dynamic creative optimisation partners and creative analytics suppliers.

    Read more about "Benchmark: Dynamic Creative Optimisation (DCO) partners & Creative analytics suppliers"
  21. Marketing has the chance to lead post pandemic but structures need an overhaul
    Expert opinion
    Brand purposeMarketing strategyMarketing structureDigital media transformationMarketing capabilitiesMarketing organisationMarketing strategy

    Marketing has the chance to lead post pandemic but structures need an overhaul

    Russell Parsons

    Companies are asking ever more from their marketing leaders but if they want to achieve the customer-centricity they covet they must first look at how they are set-up, says Marketing Week Editor-in-Chief, Russell Parsons.

    Read more about "Marketing has the chance to lead post pandemic but structures need an overhaul"