Over recent WFA member meetings, marketing leaders from some of the world's biggest brand owners sat down to compare notes on a question every organisation is wrestling with right now: what does effective change actually look like, and how do you tell it apart from 'transformation theatre'? A few clear lessons emerged. Rob Dreblow, WFA's Global Head of Marketing Services, outlines six of them.  

Study from Norway shows the effect of brands in keyword advertising

In this episode of the Better Marketing podcast, David Wheldon speaks with HP’s Antonio Lucio about leading calmly through concurrent change, turning AI from hype into customer value, and guiding teams through a surprise CEO transition while protecting trust and focus.

New guide aims to bridge gap between strategy and implementation

From sociology researcher to General Manager at UPA, Raffaele Pastore shares his background.

The biggest wins in marketing rarely fit into neat dashboards. Marketing guru Rory Sutherland joins us to unpack why creativity is “fat-tailed,” how a few outlier ideas create the lion’s share of value, and why short-term incentives push teams to optimise what’s easy to count rather than what actually compounds.

Defining marketing effectiveness is key if marketers are to justify investment and deliver on the profession’s promise of brand growth. Silas Lewis-Meilus, Global Head of Media Operations at Haleon, explains.

This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts, this series offers 101 sessions on modern marketing foundations relevant to Asia Pacific. Designed for emerging leaders, from junior to mid-level professionals, looking to enhance their marketing skills and knowledge.

This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts, this series offers 101 sessions on modern marketing foundations relevant to Asia Pacific. Designed for emerging leaders, from junior to mid-level professionals, looking to enhance their marketing skills and knowledge.

Few external forces are more influential to human behaviour than culture, which makes cracking the culture code critical for marketers. With culture driving consumption & ushering brands' futures, Dr. Marcus Collins his presentation is a must see.