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Latest industry insights

1. 
   Survey

   7 April 2026
   Creativity

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

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

   Read more about "WFA partners with LIONS on global study to explore the future of creativity"
2. 
   Guides & templatesSurvey

   2 April 2026
   AI

   Global brands call for clearer consensus on AI labelling as usage accelerates, WFA research

   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. 
   Expert opinion

   2 April 2026
   Brand reputation

   Judy Smith on why ‘be who you say you are’ is the only crisis playbook that matters

   In this episode David Wheldon talks with Judy Smith, Founder & CEO at Smith & Company and Chair at The Intangibles about what protects reputation when risk is everywhere and scrutiny is constant.

   Read more about "Judy Smith on why ‘be who you say you are’ is the only crisis playbook that matters"
4. 
   Expert opinionSurvey

   30 March 2026
   Advertising & policy

   Uncertainty on EU green claims rules holds brands back

   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.

   Read more about "Uncertainty on EU green claims rules holds brands back"
5. 
   Expert opinionReport

   27 March 2026
   Creativity

   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.

   Read more about "Storytelling: the creative effectiveness superpower"
6. 
   Maps & infographics

   13 March 2026
   Policy tool

   Social media bans for minors - what is the global picture?

   WFA's tracker provides a snapshot of markets that have or are considering introducing social media bans for minors.

   Read more about "Social media bans for minors - what is the global picture?"
7. 
   Survey

   9 March 2026
   Media & analytics

   How are marketers' communication models shifting?

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

   Read more about "How are marketers' communication models shifting?"
8. 
   Expert opinion

   4 March 2026
   Marketing effectiveness

   HP's Antonio Lucio on leading through a CEO transition, an AI surge and 4 layers of disruption

   In this episode of the Better Marketing podcast, David Wheldon speaks with HP’s Antonio Lucio about leading calmly through concurrent change, turning AI from hype into customer value, and guiding teams through a surprise CEO transition while protecting trust and focus.

   Read more about "HP's Antonio Lucio on leading through a CEO transition, an AI surge and 4 layers of disruption"
9. 
   Expert opinion

   3 March 2026
   Candid CMO

   The Candid CMO: Tobias Collée, Global Vice President NIVEA at Beiersdorf

   Humanity and cultural respect are two core elements in the development of strong, sustainable brands says Tobias Collée, Global Vice President NIVEA.

   Read more about "The Candid CMO: Tobias Collée, Global Vice President NIVEA at Beiersdorf"