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Industry knowledge

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. WFA partners with LIONS on global study to explore the future of creativity
    Survey
    Creativity

    WFA partners with LIONS on global study to explore the future of creativity

    WFA

    Cannes Lions launches Creative Brand Lion to recognise the brands investing in the organisational foundations that make breakthrough creativity possible

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  2. 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"
  3. Uncertainty on EU green claims rules holds brands back
    Expert opinionSurvey
    Advertising & policy

    Uncertainty on EU green claims rules holds brands back

    Alexandre Boyer

    Lack of guidance on how to assess green claims is making brands more cautious on communicating sustainability. Alexandre Boyer, Senior Manager, Policy at WFA explains.

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  4. How are marketers' communication models shifting?
    Survey
    Media & analytics

    How are marketers' communication models shifting?

    WFA

    What role is influencer marketing playing? Is traditional broadcast still being used? What are the drivers of change between communication channels?

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  5. Media Budgets set to grow in 2026
    ReportSurvey
    Trends & forecastsMedia & analytics

    Media Budgets set to grow in 2026

    WFA

    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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  6. Full-funnel media planning – perspectives from global media leads
    Survey

    Full-funnel media planning – perspectives from global media leads

    WFA

    Improving measurement and attribution across the customer journey is the top benefit behind full funnel strategies.

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  7. Marketers move to make AI adoption more sustainable
    Survey
    AI

    Marketers move to make AI adoption more sustainable

    Michelle McEvoy, Gabrielle Robitaille

    As global marketers adapt to AI, its environmental impact is set to become an issue of increasing importance, say Gabrielle Robitaille, Director of Policy, and Michelle McEvoy, Global Lead, Sustainable Marketing at WFA.

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