How do markets make the transition to a cross-media measurement system powered by Halo? Matt Green, Director, Global Media and Measurement at the WFA, suggests ways to make it easier.

The WFA team presents its annual look at what will be important for marketers and brands in the next 12 months.

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.

Here is a snapshot of what is available that you may have missed in the last couple of months. 

What happens when you need to build a completely new company while still delivering exceptional business results? Leyal Eskin Yilmaz, CMO Europe, UKI, ANZ & Head of Global Brands - and CMO of the newly forming Magnum Ice Cream Company, describes this challenging transition as “building a new house while living in it": simultaneously exciting, humbling and occasionally uncomfortable.

AI is transforming the way marketers work. Gabrielle Robitaille, Policy Director at WFA, looks at the latest developments and how they impact marketing and media. 

What happens when one of marketing's most influential thinkers shares his unfiltered wisdom about the state of our industry? Seth Godin joins the WFA Better Marketing Podcast to deliver profound insights that challenge conventional thinking about what makes marketing truly effective.

Talent will play a huge part in ensuring marketing thrives. WFA in partnership with The Drum asked industry leaders how best to ensure that the brightest and best follow in their footsteps and create a positive pipeline of future leaders.

Each marketer will have taken something different from their Cannes experience this year. We asked eight CMOs for their key takeout.

Coping with uncertainty, boosting creativity and focusing on your people are key agenda items for many CMOs.