Latest industry insights

Andrew Tindall on defining creativity and why emotion matters for effectiveness

Mon, 24 Aug 2026 15:54:56 +0200

Advertising is getting pricier, yet the results many marketers care about most are shrinking. David talks with Andrew Tindall from System1 about what sits underneath that decline and how to fix it without hiding behind vanity metrics.

You can't buy attention: What World Cup 2026 taught brands about culture

Tue, 18 Aug 2026 11:04:53 +0200

The tournament's most talked about campaigns didn't come from the biggest media budgets, but from brands that understood the fandom they were joining, says Misha Sher, Founder of One of Not Many.

The expansionary moment: Why AI is the catalyst for agency evolution

Mon, 17 Aug 2026 14:19:57 +0200

Paul Limbrey, Google’s VP of global 3P ecosystem, explores new Google-commissioned research on agency excellence from Boston Consulting Group. He breaks down how agencies can use structural shifts and innovation in the AI era to reclaim their role as indispensable strategic partners. This article originally appeared on Think with Google.

Marketing policy can no longer be an afterthought

Mon, 17 Aug 2026 14:23:30 +0200

The world is becoming increasingly volatile and brands cannot afford to ignore the strategic power of proactive policy approaches, says Gabrielle Robitaille, Director of Policy at WFA.

Seven reports that will make you a more effective marketer

Mon, 17 Aug 2026 12:56:03 +0200

WFA regularly conducts research and creates best practice guides with our strategic partners to help members supercharge better marketing. Here’s our selection of the highlights from the last couple of months.

The Candid CMO: Absa’s Sydney Nhlanhla Mbhele

Mon, 31 Aug 2026 14:38:26 +0200

In this Candid CMO feature, WFA speaks with Sydney Nhlanhla Mbhele, Group Chief Marketing and Corporate Affairs Officer Absa Group about building meaningful brands across Africa and why lived experience matters more than data alone.