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Latest industry insights

1. 
   Report

   7 May 2026
   Marketing strategyMarketing strategy

   Marketing transformation a permanent state for multinationals, according to new WFA research

   Nearly all large companies are in transformation mode and four out of five now treat it as permanent state of affairs

   Key determinant of success is the CMO’s willingness to balance their skillset and approach

   Read more about "Marketing transformation a permanent state for multinationals, according to new WFA research"
2. 
   Expert opinion

   7 May 2026
   Trends & forecasts

   Google's VP Global Ads Dan Taylor: "AI is more of a leadership than a technology challenge"

   In this episode David Wheldon talks with Dan Taylor, VP Global Ads at Google, about how to drive real business value and have clearer conversations with the CFO.

   Read more about "Google's VP Global Ads Dan Taylor: "AI is more of a leadership than a technology challenge""
3. 
   Press releases

   24 April 2026
   President's Awards

   WFA President’s Awards recognise eight outstanding initiatives around the world

   Industry associations from Brazil, Colombia, Finland, the Netherlands, Nigeria, Norway, Sweden and USA all recognised for outstanding marketing leadership

   Read more about "WFA President’s Awards recognise eight outstanding initiatives around the world"
4. 
   Survey

   23 April 2026
   Trends & forecasts

   Unpredictable is the new normal for business, WFA research

   Geopolitics, economic outlook and AI are the top perceived sources of risk

   Budgets under greater scrutiny (up 18% to 97%) and 23% more multinationals (up to 92%) are looking to internal collaboration to minimise dangers

   Read more about "Unpredictable is the new normal for business, WFA research"
5. 
   Press releases

   21 April 2026
   Global Marketer Week

   WFA names new leadership team for 2026

   Marketers from Driscoll’s, Ikea and Nissan join Executive Committee

   Read more about "WFA names new leadership team for 2026"
6. 
   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"
7. 
   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"
8. 
   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"
9. 
   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"