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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. Full-funnel media planning – perspectives from global media leads
    Survey
    Media & analytics

    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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  2. 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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