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ChannelsMarketing effectiveness
Benchmark: Purchase funnel media investment allocation for fast moving CPGs
A WFA member reached out with a view of trying to establish some benchmarks for the % of media investment that goes into each stage…
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Marketing procurement
Tech & tools in marketing procurement
This WFA report written in partnership with Flock Associates – The Marketing Transformation Company, explored…
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Marketing procurement
Sourcing Forum meeting overview (May 2022)
Overview of the Sourcing Forum held remotely on May 25, 2022.
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AXA and Philips add their weight to WFA’s Planet Pledge
WFA launches Learning Hub to support brands strengthen internal capabilities on sustainable…
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Marketing technologyDigital transformationMarketing technologyMarketing technology
Marketing in the metaverse: a brave new world of nonsense or the key to your brand’s longevity?
Guardian columnist and brand strategist, Arwa Mahdawi, reflects on the possibilities and challenges that the metaverse has in store…
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CreativityMarketing effectiveness
Creative effectiveness is not about taking risks
Having spent more than 10 years reporting on what works in marketing communications, the key to the effectiveness of creativity is…
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Benchmark: Market research - challenges and solutions in sharing Nielsen’s data
WFA member benchmark on the challenges and solutions in sharing Nielsen’s data.
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Marketing procurement
Sourcing Forum meeting overview (May 2022)
Overview of the Sourcing Forum held remotely on May 17, 2022.
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Benchmark: Sourcing approach to agency pitch
This WFA member benchmark examined the current sourcing approach to agency pitch.
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Global eCommerce and Marketing - Delivering a Successful Strategy
eCommerce-focused multinationals are spending significantly more on performance ads than brand messages
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Marketing procurementOrganisation & structure
Benchmark: Global Category Management – Influencer Marketing
This WFA member benchmark examined the category management of Influencer Marketing
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Marketing operationsOrganisation & structure
CMO Forum meeting overview (April 2022)
Overview of the CMO Forum held remotely on April 6, 2022.