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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. Navigating the EU AI Act labelling obligations in practice
    Guides & templatesWebinar
    AI

    Navigating the EU AI Act labelling obligations in practice

    Maxime Ricard

    As the EU AI Act takes effect, brands need clarity when AI-generated advertising content must be disclosed. Maxime Ricard, Senior Digital Policy Manager at WFA, offers some thoughts.

    WFA's latest webinar explored the practical application of Article 50, offering marketers an actionable guide on compliance, governance and consumer trust.

    Read more about "Navigating the EU AI Act labelling obligations in practice"
  2. WFA releases new report on AI visibility and discoverability
    Guides & templatesReport
    AI

    WFA releases new report on AI visibility and discoverability

    WFA

    The Future of Discoverability is designed to share best practice for brand marketers in the age of AI-powered search.

    Read more about "WFA releases new report on AI visibility and discoverability"
  3. Global brands call for clearer consensus on AI labelling as usage accelerates, WFA research
    Guides & templatesSurvey
    AI

    Global brands call for clearer consensus on AI labelling as usage accelerates, WFA research

    WFA

    Eighty-two percent of multinationals believe transparency is essential for protecting brand reputation

    WFA launches new best-practice guidance for AI-generated marketing creative

    Read more about "Global brands call for clearer consensus on AI labelling as usage accelerates, WFA research"
  4. A quick-start directory to help find a marketing consultant
    Guides & templates
    Marketing tool

    A quick-start directory to help find a marketing consultant

    WFA

    WFA has updated its Consultants Directory, a comprehensive, non-exhaustive listing of marketing consultancies which provides marketers with a structured overview of specialist consulting firms that are known for their expertise in areas such as media advisory, marketing operations, production, digital/data, and marketing capability management.

    Read more about "A quick-start directory to help find a marketing consultant"
  5. WFA launches guide to inclusive insights to help strengthen consumer understanding
    Guides & templatesWebinar
    Inclusive marketing

    WFA launches guide to inclusive insights to help strengthen consumer understanding

    Camelia Cristache-Podgorean

    WFA has launched a new guide to inclusive insights, providing consumer insights leaders with a practical framework to embed inclusion into consumer research, data interpretation and strategic decision-making.

    Read more about "WFA launches guide to inclusive insights to help strengthen consumer understanding"
  6. How WFA is helping brands navigate AI use
    Guides & templates
    AI

    How WFA is helping brands navigate AI use

    Gabrielle Robitaille

    Drowning in AI? Here’s how to come up for air. Gabrielle Robitaille, Director of Policy at WFA, identifies the right guidance for every stage of marketing organisation development.

    Read more about "How WFA is helping brands navigate AI use"
  7. Swedish advertisers launch marketing effectiveness handbook
    Guides & templates
    Marketing effectiveness

    Swedish advertisers launch marketing effectiveness handbook

    WFA

    New guide aims to bridge gap between strategy and implementation

    Read more about "Swedish advertisers launch marketing effectiveness handbook"
  8. New framework seeks to help brands leverage AI inclusively
    Guides & templates
    Inclusive marketingAI

    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"
  9. 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"
  10. 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"
  11. Marketers at major multinationals say input from policy professionals is more relevant than ever
    NewsBenchmarkGuides & templates
    Global Marketer Week

    Marketers at major multinationals say input from policy professionals is more relevant than ever

    WFA

    Top marketers have an appetite for even more policy input on key issues such as sustainability, risk management and reputation.

    WFA launches model Framework for Positive Marketing Behaviours to help foster collaboration and enable marketers to better manage risk and opportunity in a polarised world.

    Read more about "Marketers at major multinationals say input from policy professionals is more relevant than ever"
  12. 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. 

    Read more about "CMOs need to change internal culture to deliver data ethics"
  13. 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"
  14. Unilever: Unstereotype influencer brand content
    NewsGuides & templates
    Cannes LionsInclusive marketing

    Unilever: Unstereotype influencer brand content

    Unilever

    Unilever launched at Cannes Lions 2023 an open-source guide for brands and influencers designed to eliminate stereotypes from influencer brand content.

    Read more about "Unilever: Unstereotype influencer brand content"
  15. 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"
  16. 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)"
  17. 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"
  18. 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"
  19. 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"
  20. 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"
  21. 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"