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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. New framework seeks to help brands leverage AI inclusively
    Guides & templates
    Inclusive marketing

    New framework seeks to help brands leverage AI inclusively

    WFA

    A new WFA guide looks to help brands identify and avoid the risk of reinforcing bias and discrimination when using Gen AI in their marketing and use the technology as a driver of inclusive growth.

    Read more about "New framework seeks to help brands leverage AI inclusively"
  2. More than half of multinational brands plan to boost influencer market spend
    BenchmarkGuides & templates
    Influencer marketing

    More than half of multinational brands plan to boost influencer market spend

    WFA

    New WFA research indicates 60% of marketers say influencer marketing is becoming more important. WFA has launched new guidance for brands as regulatory and reputational pressures grow.

    Read more about "More than half of multinational brands plan to boost influencer market spend"
  3. Setting targets on DEI in production can be a challenge for half of major multinationals
    Press releasesGuides & templatesCase studies
    Inclusive marketing

    Setting targets on DEI in production can be a challenge for half of major multinationals

    WFA

    New WFA research shows that measurement, targets and identifying diverse suppliers are key barriers to implementing Diversity, Equity and Inclusion initiatives in content production. A new WFA playbook offers best practice and brand examples for marketers looking to take action.

    Read more about "Setting targets on DEI in production can be a challenge for half of major multinationals"
  4. CMOs need to change internal culture to deliver data ethics
    Guides & templates

    CMOs need to change internal culture to deliver data ethics

    Gabrielle Robitaille

    CMOs say data ethics is a top priority but tend to overlook one crucial step: ensuring that their internal culture is rooted in the ethical and responsible use of data. WFA has developed a playbook to help brands bridge that gap. 

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  5. Media Contract Guidance for Advertisers: Global Best Practice
    Guides & templates

    Media Contract Guidance for Advertisers: Global Best Practice

    WFA

    WFA's suite of media contract guidance and best practice, created in partnership with FirmDecisions.

    Read more about "Media Contract Guidance for Advertisers: Global Best Practice"
  6. Media Contract Guidance for Advertisers: Focus on China
    Guides & templates

    Media Contract Guidance for Advertisers: Focus on China

    WFA

    The ‘Media Contract Guidance for Advertisers: Focus on China' empowers advertisers in China to navigate unique transparency challenges.

    Read more about "Media Contract Guidance for Advertisers: Focus on China"
  7. WFA Forum: Media Forum Overview - 7th December 2022 - Developing a Successful ESG Strategy (with a D&I Focus)
    Event reportsGuides & templates
    Inclusive marketing

    WFA Forum: Media Forum Overview - 7th December 2022 - Developing a Successful ESG Strategy (with a D&I Focus)

    WFA

    Meeting overview and presentations from WFA’s Remote Media Forum on the 7th of December 2022

    Read more about "WFA Forum: Media Forum Overview - 7th December 2022 - Developing a Successful ESG Strategy (with a D&I Focus)"
  8. Alcohol Marketing Road Test
    Guides & templates
    Advertising & policy

    Alcohol Marketing Road Test

    WFA

    Deciding if an ad is irresponsible or targets minors is a tricky business. It is rarely black and white.

    Read more about "Alcohol Marketing Road Test"
  9. Benchmark: Tracking media in-feed on social platforms
    BenchmarkGuides & templates
    Advertising & policy

    Benchmark: Tracking media in-feed on social platforms

    WFA

    WFA member benchmark on what steps advertisers have taken to address in-feed brand safety issues across social platforms

    Read more about "Benchmark: Tracking media in-feed on social platforms"
  10. WFA launches Charter for Change at Cannes to drive global action on Diversity, Equity and Inclusion
    Press releasesGuides & templates
    Advertising & policyInclusive marketing

    WFA launches Charter for Change at Cannes to drive global action on Diversity, Equity and Inclusion

    WFA

    Charter defines set of universal requirements for global organisations to improve their employees’ lived experiences

    Resource provides “ideas to steal” from successful initiatives that companies can adopt

    Read more about "WFA launches Charter for Change at Cannes to drive global action on Diversity, Equity and Inclusion"
  11. GARM Brand Safety Floor + Suitability Framework
    Guides & templates
    Advertising & policy

    GARM Brand Safety Floor + Suitability Framework

    WFA

    Please note that GARM was discontinued on August 8 2024. See more here.

    This document is designed to provide GARM members with a common understanding of key definitions and categories. Last updated: June 2022

    Read more about "GARM Brand Safety Floor + Suitability Framework"
  12. GARM Adjacency Standards Framework
    Guides & templates
    Advertising & policy

    GARM Adjacency Standards Framework

    WFA

    This document is designed to provide advertising industry participants with a common structure for evaluating the brand safety and suitability of an ad placement relative to an ad’s position to nearby content within specific media formats

    Read more about "GARM Adjacency Standards Framework"
  13. WFA issues guidance for brands on making credible environmental claims
    Press releasesGuides & templates
    Sustainability

    WFA issues guidance for brands on making credible environmental claims

    WFA

    New research indicates that 64% of Planet Pledge signatories now have ethical standards in place to guard against potential greenwashing

    Dairy company, Arla, and Australian Advertiser Association sign up to WFA’s Planet Pledge taking total to 27 major multi-nationals

    Read more about "WFA issues guidance for brands on making credible environmental claims"
  14. WFA Environmental Claims Guidance: Annex documents
    Guides & templates

    WFA Environmental Claims Guidance: Annex documents

    WFA

    Annex documents elaborated by ICAS and EASA that complement WFA's upcoming Environmental Claims Guidance

    Read more about "WFA Environmental Claims Guidance: Annex documents"
  15. WFA launches guide to diversity and representation in media planning and buying
    Press releasesGuides & templates
    Advertising & policyInclusive marketing

    WFA launches guide to diversity and representation in media planning and buying

    WFA

    New framework details potential issues and opportunities in key areas

    Read more about "WFA launches guide to diversity and representation in media planning and buying"
  16. New guide addressing Diversity & Inclusion in brand safety
    Guides & templates
    Advertising & policyInclusive marketing

    New guide addressing Diversity & Inclusion in brand safety

    WFA

    The guide has been developed by the European Association of Communication Agencies (EACA)

    Read more about "New guide addressing Diversity & Inclusion in brand safety"
  17. Data Safety in 2021: Benchmark & Analysis
    Guides & templatesReport
    Advertising & policyDigital policyAd techData governancePrivacy & tech

    Data Safety in 2021: Benchmark & Analysis

    WFA

    Practical guidance for brands looking to minimise risk and manage data safety on their digital platforms, based on an analysis and benchmarking of 2930 advertiser websites carried out by Global Data Bank.

    Read more about "Data Safety in 2021: Benchmark & Analysis"
  18. Benchmark: Pitch Consultant Selection Criteria
    BenchmarkGuides & templates

    Benchmark: Pitch Consultant Selection Criteria

    WFA

    WFA member benchmark and scorecard template on Pitch Consultant Selection

    Read more about "Benchmark: Pitch Consultant Selection Criteria"
  19. WFA launches guide to diversity and representation through the creative funnel
    Press releasesGuides & templatesCase studies
    Inclusive marketing

    WFA launches guide to diversity and representation through the creative funnel

    WFA

    Comprehensive framework details potential issues at every stage of the creative process

    Read more about "WFA launches guide to diversity and representation through the creative funnel"
  20. Guide to Ecommerce content production optimisation
    Guides & templates
    Marketing procurementRetail media & ecommerceMarketing procurement

    Guide to Ecommerce content production optimisation

    APR

    APR is providing this guide free to WFA members as an introduction to exploring ecommerce through a content production lens.

    Read more about "Guide to Ecommerce content production optimisation"
  21. Defining world-class standards for marketing procurement
    Expert opinionGuides & templates
    Marketing procurementMarketing procurement

    Defining world-class standards for marketing procurement

    Laura Forcetti

    To drive improvement, marketing procurement needs to ensure that everyone is talking the same language. WFA’s Global Sourcing Board has created some common definitions for key terms.

    Read more about "Defining world-class standards for marketing procurement"