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. Expert opinion
    Marketing strategyMarketing strategy

    A brief post on briefs: 5 takeaways from our latest IMCFORUM in Miami

    WFA

    After a promising launch in 2015, WFA held its second IMCFORUM in Miami earlier this month.

    Read more about "A brief post on briefs: 5 takeaways from our latest IMCFORUM in Miami"
  2. A Brief Chat on Briefs
    Case studies
    CMO Forum

    A Brief Chat on Briefs

    ALMA

     

    Read more about "A Brief Chat on Briefs"
  3. Survey results on Managing ad testing
    Benchmark
    Media & analytics

    Survey results on Managing ad testing

    WFA

    Research from our insights and market research community on the effectiveness, frequency and benefits of pre and post testing for campaigns.

    Read more about "Survey results on Managing ad testing"
  4. Survey on Managing global agency rosters
    Benchmark
    Agency management

    Survey on Managing global agency rosters

    WFA

     

    Read more about "Survey on Managing global agency rosters"
  5. Benchmark - Approaches to econometric modelling
    Benchmark
    Media & analytics

    Benchmark - Approaches to econometric modelling

    WFA

    Benchmark on approaches to using econometric modelling, covering the metrics and measures used as factors within standard models, as well as recommended suppliers and providers.

    Read more about "Benchmark - Approaches to econometric modelling"
  6. Implementation Guide for Marketing Communications to Children Commitment
    Guides & templates
    Advertising & policy

    Implementation Guide for Marketing Communications to Children Commitment

    WFA, The Consumer Goods Forum

    Initiated by the World Federation of Advertisers and The Consumer Goods Forum, this tool aims to help the retailer and manufacturer member companies of the CGF to implement the agreed Commitment to stop marketing communications to children under 12.

    Read more about "Implementation Guide for Marketing Communications to Children Commitment"
  7. Benchmark on Recommended digital content agencies in Europe
    Benchmark
    Marketing procurementMarketing procurement

    Benchmark on Recommended digital content agencies in Europe

    WFA

    WFA benchmark conducted for a member looking for recommendations on digital content agencies in Europe.

    Read more about "Benchmark on Recommended digital content agencies in Europe"
  8. Benchmark an Introduction to sourcing Ad Production
    Benchmark
    Agency managementMarketing procurementMarketing procurement

    Benchmark an Introduction to sourcing Ad Production

    WFA

    WFA introductory guidance for procurement organisations looking at sourcing ad production, getting value from production partners, and understanding decoupling.

    Read more about "Benchmark an Introduction to sourcing Ad Production"
  9. Benchmark an Introduction to sourcing Consumer Insights
    Benchmark
    Agency managementMedia & analyticsMarketing procurementMarketing procurement

    Benchmark an Introduction to sourcing Consumer Insights

    WFA

    WFA introductory guidance for procurement organisations looking at sourcing consumer insights, getting value from research suppliers, and managing global research communities.

    Read more about "Benchmark an Introduction to sourcing Consumer Insights"
  10. Survey results on calculating programmatic savings
    Benchmark
    Ad techMarketing procurementMarketing procurement

    Survey results on calculating programmatic savings

    WFA

    Survey on how to calculate savings within programmatic media buying, covering contracts, the measurement of programmatic pricing and different trading models.

    Read more about "Survey results on calculating programmatic savings"
  11. IMC FORUM Meeting Overview London April 2016
    Event reports
    CMO Forum

    IMC FORUM Meeting Overview London April 2016

    WFA

     Meeting headlines: 1. The content marketing challenge: it’s not all about you 2. If content marketing is the answer, what was the question? 3. Considerations for evolving your measurement framework

    Read more about "IMC FORUM Meeting Overview London April 2016"
  12. Survey into global media pitching and use of consultants
    Benchmark
    Marketing procurementMarketing procurement

    Survey into global media pitching and use of consultants

    WFA

    This survey looks at what is being reviewed in recent pitches, the geographic areas they encompass, the frequency of pitching, plus how consultancies were used to support brands in the pitch process and the value they provide.

    Read more about "Survey into global media pitching and use of consultants"
  13. Survey results on Managing insight supplier communities
    Benchmark
    Media & analyticsMarketing procurementMarketing organisationMarketing procurement

    Survey results on Managing insight supplier communities

    WFA

    Survey results on the challenges that global clients are facing when it comes to building dynamic (yet cost effective) agency rosters.

    Read more about "Survey results on Managing insight supplier communities"
  14. Benchmark on innnovation partner and business disruptor suppliers
    Benchmark
    Marketing procurementMarketing procurement

    Benchmark on innnovation partner and business disruptor suppliers

    WFA

    WFA benchmark conducted for a member interested in finding suppliers across each region (or w/w) who are able to help with innovation / business disruptor: brand marketing and beyond to product design etc.

    Read more about "Benchmark on innnovation partner and business disruptor suppliers"
  15. Benchmark on Customer journey and innovation suppliers
    Benchmark
    Marketing procurementMarketing procurement

    Benchmark on Customer journey and innovation suppliers

    WFA

    WFA benchmark conducted for a member interested in finding suppliers across each region (or w/w) who are able to help with customer journey and innovation : both in-store and online.

    Read more about "Benchmark on Customer journey and innovation suppliers"
  16. Understanding Transgender Inclusivity in Advertising

    Understanding Transgender Inclusivity in Advertising

    J. Walter Thompson Intelligence

    This report explores American consumers’ feelings towards ads featuring transgender people, and contains the results of a quantitative study conducted using J. Walter Thompson SONAR™

    Read more about "Understanding Transgender Inclusivity in Advertising"
  17. Benchmark on the digital video vendors used by members
    Benchmark
    Marketing procurementMarketing procurement

    Benchmark on the digital video vendors used by members

    WFA

    WFA benchmark looking at the specialist digital video vendors used by members. 

    Read more about "Benchmark on the digital video vendors used by members"
  18. Press releases

    WFA Global Marketer Week to be held in Toronto in 2017

    WFA

    UPDATE: Global Marketer Week in Toronto (#GMWTO) will take place from 25 to 28 April 2017

    Read more about "WFA Global Marketer Week to be held in Toronto in 2017"
  19. Press releases

    Global marketers seek a new model for insights

    WFA

    Research identifies key changes required to make insights more effective partners in driving brand growth

    Read more about "Global marketers seek a new model for insights"
  20. Press releases

    WFA President warns brands not to lose sight of the basics

    WFA

    State of the Union address highlights seven ways marketers are making their lives harder

    Read more about "WFA President warns brands not to lose sight of the basics"
  21. Press releases

    WFA announces changes to global leadership team

    WFA

    WFA announces changes to global leadership teamNew regional Vice-Presidents for APAC and AfricaNew appointments to board include representatives from Danone, AB InBev, Mondelez, Nissan, Pfizer and Visa

    Read more about "WFA announces changes to global leadership team"