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Marketing procurementMarketing procurementGlobal brands are shifting to paying for outputs not time, WFA research
Read more about "Global brands are shifting to paying for outputs not time, WFA research"Labour-based models are now used as the standard payment model by less than a fifth of multinationals, down from more than half in 2011
Factors affecting agency performance extend far beyond remuneration with briefing, respect and trust and feedback all scoring higher than financial rewards
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CreativityCMO ForumMost brands admit they fail to deliver consistent creative excellence
Read more about "Most brands admit they fail to deliver consistent creative excellence"New research from WFA and LIONS reveals slow progress for many advertisers in prioritising creative excellence and identifying the role AI can play.
Just one in three are using AI to go beyond efficiencies to deliver better creative.
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AIWFA releases new report on AI visibility and discoverability
Read more about "WFA releases new report on AI visibility and discoverability"The Future of Discoverability is designed to share best practice for brand marketers in the age of AI-powered search.
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Marketing strategyMarketing strategyMarketing transformation a permanent state for multinationals, according to new WFA research
Read more about "Marketing transformation a permanent state for multinationals, according to new WFA research"Nearly all large companies are in transformation mode and four out of five now treat it as permanent state of affairs
Key determinant of success is the CMO’s willingness to balance their skillset and approach
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CreativityStorytelling: the creative effectiveness superpower
Read more about "Storytelling: the creative effectiveness superpower"Marketers can build more impactful stories if they tell proper stories, particularly those that lean into the illogical and unexpected. Adam Sheridan, Global Head of Products, Creative Excellence (and the author of Misfits) at Ipsos explains.
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Marketing effectivenessHow marketing excellence can drive shareholder value – research spotlight
Read more about "How marketing excellence can drive shareholder value – research spotlight"Good marketing pays for itself and then funds even better marketing
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Trends & forecasts4 changes taking place in sponsorships and partnerships
Read more about "4 changes taking place in sponsorships and partnerships"Sponsorship is evolving beyond presence to partnerships that shape culture and deliver measurable brand and business performance according to a WFA Global Study with Lumency.
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AIHow to supercharge your AI adoption
Read more about "How to supercharge your AI adoption"While many marketers are testing AI, shifting the conversation to mainstream operations is proving more difficult. Gabrielle Robitaille, Director of Policy at WFA, outlines how brands can overcome the barriers to adoption.
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Marketing procurementMarketing procurementCMOs: your marketing procurement team might be more useful than you think
Read more about "CMOs: your marketing procurement team might be more useful than you think"Deeper collaboration with marketing procurement can be a quiet competitive advantage for CMOs – and a powerful ally. Laura Forcetti, Director of Global Marketing Sourcing at WFA, explains why.
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Trends & forecastsMedia & analyticsMedia Budgets set to grow in 2026
Read more about "Media Budgets set to grow in 2026"WFA’s Global Media Budgets Survey 2026 in partnership with Ebiquity and key markets finds that nearly half of global marketers expect total spend to rise in 2026.
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How brands are unlocking insights with mature knowledge management systems
Read more about "How brands are unlocking insights with mature knowledge management systems"WFA research reveals that many of the world’s biggest brands are still struggling to access full value from the knowledge they hold within their organisations.
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In-housingHow AI is changing in-house agencies
Read more about "How AI is changing in-house agencies"A new WFA report highlights how in-house agency teams are embracing the era of AI and potential opportunities in the generative AI space within marketing. Brenna Brandes, Global Marketing Services Manager at WFA, explains.
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Media transformationIntegration not scale is key to media success
Read more about "Integration not scale is key to media success"Big multinationals can no longer rely on being big multinationals to secure advantage when it comes to media. Instead, they need to build in-house capabilities and connections says Tom Ashby, Global Lead, Media Services at WFA.
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SustainabilityRadical Innovation, latest in the series of WFA playbooks on Sustainable Marketing
Read more about "Radical Innovation, latest in the series of WFA playbooks on Sustainable Marketing"The latest in the series of playbooks on Sustainable Marketing from WFA and Kantar offers insights on innovation as a strategic growth driver.
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Influencer marketingCMO ForumRecommendations for how to do better influencer marketing
Read more about "Recommendations for how to do better influencer marketing"What was once an experimental channel has become an essential part of today’s marketing landscape. Brenna Brandes, Global Marketing Services Manager, explains.
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Advertising & policyAIGenerative and Agentic AI are coming for media
Read more about "Generative and Agentic AI are coming for media"New research reveals that generative and agentic AI is set to have a major impact on media practices.
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Agency managementWFA and VoxComm launch new pitch principles
Read more about "WFA and VoxComm launch new pitch principles"New initiative aims to update pitch practices and foster stronger partnerships between brands and agencies.
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Marketing structureMarketing capabilitiesMarketing organisationRethinking capability team structures
Read more about "Rethinking capability team structures"Marketing Capability team models differ from company to company, so which one is the best? Brenna Brandes, Global Marketing Services Manager at WFA, explains the strengths and weaknesses of some of the most common models.
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Influencer marketingAIMajor brands wary of using AI influencers
Read more about "Major brands wary of using AI influencers"New research by WFA has found that major multinationals are currently wary about using AI influencers in place of the real thing.
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What’s holding back brilliant ideas?
Read more about "What’s holding back brilliant ideas?"The BetterIdeas Project, a new global study, reveals the challenges stopping creative ideas from flourishing. Julia Kraft, Associate Director, Global Marketing Services sheds light on key opportunities for change.
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Media & analyticsThe rise of insights partnerships
Read more about "The rise of insights partnerships"Insights can make the difference between seizing an opportunity and missing the market. Ioana Danila, Senior Manager, Global Insights at WFA, explains how insights leaders can unlock greater strategic impact through stronger partnerships.
