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. Survey results on Global Search Marketing
    Benchmark
    Ad tech

    Survey results on Global Search Marketing

    WFA, tug

    The aim of this research is to build a picture into how multinational companies are investing in search marketing, how they are structured internally and externally to deal with it and how they measure search.

    Read more about "Survey results on Global Search Marketing"
  2. Benchmark on the use of DMPs by insights teams to generate consumer insights
    Benchmark
    Ad techMedia & analytics

    Benchmark on the use of DMPs by insights teams to generate consumer insights

    WFA

    WFA benchmark on the use of DMPs by insights teams to generate consumer, rather than the more usual media planning insights.

    Read more about "Benchmark on the use of DMPs by insights teams to generate consumer insights"
  3. Survey results on global social media marketing: 2016
    Benchmark
    Ad tech

    Survey results on global social media marketing: 2016

    WFA

    WFA survey looking at a number of critical areas relating to social media marketing.

    Read more about "Survey results on global social media marketing: 2016"
  4. Press releases

    ASEAN marketers seek enhanced digital capabilities

    WFA

    Survey highlights need to boost consumer insight, integrated activity planning, innovation, digital marketing and analytics to drive digital transformationResearch conducted in collaboration with national advertiser associations; respondents were regional and local marketers from brands that spend in excess of US$54b per annum globallyFull results to be released at Global Marketer Week- #GMWKL- in Kuala Lumpur on March 17th

    Read more about "ASEAN marketers seek enhanced digital capabilities"
  5. The future of insights project
    BenchmarkReport
    Media & analytics

    The future of insights project

    WFA, BrainJuicer

    Senior marketers and insights leaders share an aspiration for the insight function - it should play a strategic consultant role, challenging current thinking and proactively moving the business forward. 

    Read more about "The future of insights project"
  6. Survey results on Media Agency Remuneration 2016
    Benchmark

    Survey results on Media Agency Remuneration 2016

    WFA

    WFA surveyed members on the the subject of media agency remuneration in Q4 2015.

    Read more about "Survey results on Media Agency Remuneration 2016"
  7. CDO FORUM Meeting Overview London March 2016
    Event reports

    CDO FORUM Meeting Overview London March 2016

    WFA

     CDO Forum meeting overview from March 3. 2016, hosted in London.

    Read more about "CDO FORUM Meeting Overview London March 2016"
  8. WFA breaks down walls between Insights and Media
    Expert opinion
    Marketing structureMarketing capabilitiesMarketing operations

    WFA breaks down walls between Insights and Media

    WFA

    Two of the WFA's key workstreams have hosted a first-ever joint session to identify the best way to stop silo-ed thinking.

    Read more about "WFA breaks down walls between Insights and Media"
  9. Benchmark on Use of e-auctions & e-sourcing for marketing suppliers
    Benchmark
    Agency managementMarketing procurementMarketing organisationMarketing procurement

    Benchmark on Use of e-auctions & e-sourcing for marketing suppliers

    WFA

    A WFA benchmark on the use of e-auctions and e-sourcing with marketing communications suppliers, focusing on processes, tools and pros/cons by supplier type.

    Read more about "Benchmark on Use of e-auctions & e-sourcing for marketing suppliers"
  10. Survey results on Marketing in ASEAN
    Benchmark
    Agency managementCMO Forum

    Survey results on Marketing in ASEAN

    WFA

    This document was designed as a means to benchmark thoughts and actions in relation to marketing in ASEAN. It contains consolidated, anonymous, responses from 101 client-side marketers in ASEAN.

    Read more about "Survey results on Marketing in ASEAN"
  11. iHuman
    Expert opinion
    Marketing strategyMarketing strategy

    iHuman

    WFA

    How can big companies deal with the talent challenge in 2016? Rob Dreblow, WFA's Head of Marketing Capabilities, highlights the need for a more trusting relationship.

    Read more about "iHuman"
  12. Survey Results on Sourcing ad production
    Benchmark
    Marketing procurementMarketing procurement

    Survey Results on Sourcing ad production

    WFA, APR

    Survey in partnership with APR on sourcing ad production, the use of decoupling and its methodology, savings and benefits.

    Read more about "Survey Results on Sourcing ad production"
  13. Survey results on Best practice in media agency contract management
    Benchmark
    Agency managementMarketing procurementMarketing procurement

    Survey results on Best practice in media agency contract management

    WFA

    A survey investigating which marketing departments are primarily responsible for contracts and MSAs, how the terms are communicated internally, and how contract compliance is monitored and transparency maintained

    Read more about "Survey results on Best practice in media agency contract management"
  14. SOURCING FORUM Meeting Overview Paris February 2016
    Event reports
    Marketing procurementMarketing procurement

    SOURCING FORUM Meeting Overview Paris February 2016

    WFA

     Meeting headlines: 1. Buying digital services in partnership with IT 2. A primer on procuring ad production in 2016 3. What type of media procurement organisation are you? 4. Applying ZBB within marketing

    Read more about "SOURCING FORUM Meeting Overview Paris February 2016"
  15. Benchmark on digital marketing training methods
    Benchmark
    Marketing structureMarketing capabilities

    Benchmark on digital marketing training methods

    WFA

    WFA benchmark conducted for a member looking for digital marketing training methods.

    Read more about "Benchmark on digital marketing training methods"
  16. IMC FORUM Meeting Overview Dubai February 2016
    Event reports
    CMO Forum

    IMC FORUM Meeting Overview Dubai February 2016

    WFA

     Meeting Headlines: 1. Developing content marketing frameworks requires patience, creativity and love 2. Content marketing requires focus; on your objectives & the needs of your audience. 3. Why marketing measurement is like Dubai

    Read more about "IMC FORUM Meeting Overview Dubai February 2016"
  17. MEDIA FORUM Meeting Overview Delhi February 2016
    Event reports

    MEDIA FORUM Meeting Overview Delhi February 2016

    WFA

     Meeting Headlines: 1. “Under the bonnet” - programmatic media buying in APAC 2. Agencies on agencies: what we think about the future 3. “The discussion may be about value, but the reality is about cost” - the client/agency debate

    Read more about "MEDIA FORUM Meeting Overview Delhi February 2016"
  18. What it takes to be a true Marketing Leader
    Case studies

    What it takes to be a true Marketing Leader

    Brand Learning

     

    Read more about "What it takes to be a true Marketing Leader"
  19. Organising around the Customer Experience
    Case studies

    Organising around the Customer Experience

    Brand Learning

     

    Read more about "Organising around the Customer Experience"
  20. Growth Drivers study report
    Case studies

    Growth Drivers study report

    Brand Learning

     

    Read more about "Growth Drivers study report"
  21. MEDIA FORUM Meeting Overview London February 2016
    Event reports

    MEDIA FORUM Meeting Overview London February 2016

    WFA

    Meeting Headlines: 1. ‘Taking a longer and lateral view’ - silo busting to improve the understanding of a ‘Return’ 2. ‘If it’s not strategic, don’t do it yourself’ - responding to ‘media transformation’ decisions 3. ‘Modelling the future’ - long & short strokes required to succeed in an omnichannel world 4. Shedding some light on the US transparency debate

    Read more about "MEDIA FORUM Meeting Overview London February 2016"