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Marketing procurementMarketing procurementBetter marketing requires more than smart commercials
Read more about "Better marketing requires more than smart commercials"The conditions for great agency work are shaped long before an invoice is paid. Laura Forcetti, Director Marketing Services Asia Pacific and Global Marketing Sourcing at WFA, explains why the way brands behave towards their agencies, and how they manage and motivate them, matters as much as what and how they pay
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Global Marketer WeekCMO ForumWFA reveals first speakers and agenda for Global Marketer Week in London
Read more about "WFA reveals first speakers and agenda for Global Marketer Week in London"Speakers include Haleon, Pepsi, The Business of Creativity and System1
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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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Global Marketer WeekGlobal Marketer Week 2026: Four days, 10 events, 1000 people from 40 countries.
Read more about "Global Marketer Week 2026: Four days, 10 events, 1000 people from 40 countries."Global Marketer Week 2026 is coming to Stockholm on 21–24 April for the very first time and the agenda is shaping up to be one of the strongest programmes yet.
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Marketing procurementMarketing procurementAI in marketing procurement: what are the emerging trends?
Read more about "AI in marketing procurement: what are the emerging trends?"3 in 4 marketing procurement teams lack KPIs to monitor AI/GenAI impact, as they are still at an early stage of deployment.
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Global Marketer WeekCMO ForumFirst speakers announced for Global Marketer Conference 2026
Read more about "First speakers announced for Global Marketer Conference 2026"WFA heads to Stockholm for its annual event for senior marketers from April 21-24
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Forum ConnectCMO ForumGlobal brands, global shifts: marketing transformation in action
Read more about "Global brands, global shifts: marketing transformation in action"A round-up of what we learned at Forum Connect New York 2025.
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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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Marketing procurementMarketing procurementHow are marketing procurement leads managing POS & Displays?
Read more about "How are marketing procurement leads managing POS & Displays?"Digitalisation and sustainability are influencing the future of POS & Displays.
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AIMarketing procurement’s early AI steps
Read more about "Marketing procurement’s early AI steps"AI is rewiring the whole marketing economy, including marketing procurement. Laura Forcetti, Director, Marketing Asia-Pacific, and Global Sourcing, presents some industry-first research into the scale of adoption across the function.
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AIWFA Survey: AI for marketing procurement purposes
Read more about "WFA Survey: AI for marketing procurement purposes"This WFA survey seeks to identify general industry trends regarding the adoption and use of (Gen)AI in marketing procurement within the advertising sector.
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Agency managementSourcing Forum Meeting Overview (June 2025)
Read more about "Sourcing Forum Meeting Overview (June 2025)"This member-only forum explored how the tone set during the pitch process can determine the future relationship with agencies.
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Marketing procurementMarketing procurementSpotlight: Global Content Production: Evolution and Looking Ahead
Read more about "Spotlight: Global Content Production: Evolution and Looking Ahead"In this session, our guest and partner, Claire Randall, unpacks the key take-outs from our recent joint report, Global Content Production (2025 update)
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Forum ConnectSourcing Forum Meeting Overview, Forum Connect Singapore (May 2025)
Read more about "Sourcing Forum Meeting Overview, Forum Connect Singapore (May 2025)"Overview of the Sourcing Forum meeting held in Singapore on May 14th, as part of WFA Forum Connect.
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Marketing procurementMarketing procurementSourcing Forum Meeting Overview (April 2025)
Read more about "Sourcing Forum Meeting Overview (April 2025)"Overview of the Sourcing Forum meeting held remotely on the 2nd April 2025
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Marketing strategyMarketing strategySourcing Forum Meeting Overview, Global Marketer Week (March 2025)
Read more about "Sourcing Forum Meeting Overview, Global Marketer Week (March 2025)"Overview of the WFA Sourcing Forum meeting, held in Brussels as part of Global Marketer Week
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Marketing procurementAIMarketing procurementThe impact of GenAI on partner management
Read more about "The impact of GenAI on partner management"This session explored the impact of GenAI on partner management and took place on 2 April 2025 during a Sourcing Forum meeting.
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Agency managementBenchmark: Innovation in production
Read more about "Benchmark: Innovation in production"WFA member survey on the topic of suggested content production companies in Asia Pacific (or with global reach)
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Marketing procurementMarketing procurementWFA research reveals new trends showing how brands are responding to changes in content production
Read more about "WFA research reveals new trends showing how brands are responding to changes in content production"Outsourced on-site model on the rise, GenAI is slowly gaining traction, centralisation is back and social and short-form video are a top focus.
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Global Marketer WeekCMO ForumGlobal Marketer Week Forums: executives gather to share what works despite economic and geo-political uncertainties
Read more about "Global Marketer Week Forums: executives gather to share what works despite economic and geo-political uncertainties"As part of WFA Global Marketer Week, our specialist forums will hold standalone forum sessions to discuss and develop workable solutions to help brand owners address the challenges facing each role.
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Marketing procurementMarketing structureMarketing procurementResearch: Global marketing procurement structures and operating models
Read more about "Research: Global marketing procurement structures and operating models"Access WFA’s research on global marketing procurement structures and operating models.
