Latest industry insights

Five lessons for building paid media effectiveness

Thu, 24 Sep 2026 20:21:21 +0200

What every media director should take from the Paid Media Effectiveness Handbook, and what surprised him along the way, says Tom Ashby, Global Lead, Media Services at WFA

Strategic thinking is the biggest skills gap for marketing, WFA research

Tue, 22 Sep 2026 11:13:46 +0200

World’s biggest companies say there’s an acute shortage of people who can deliver judgement, prioritisation and insight development. Brands need to upskill existing staff rather than trying to hire their way out of the problem

Influencing the influencers

Wed, 23 Sep 2026 11:45:22 +0200

Responsible influencer marketing can strengthen consumer trust, drive brand differentiation, and build long-term business resilience. As the creator economy continues to grow, sharing best practices becomes ever more valuable, says Alexandre Boyer, Senior Policy Manager at WFA.

Navigating the EU AI Act labelling obligations in practice

Thu, 17 Sep 2026 00:05:45 +0200

As the EU AI Act takes effect, brands need clarity when AI-generated advertising content must be disclosed. Maxime Ricard, Senior Digital Policy Manager at WFA, offers some thoughts.

WFA's latest webinar explored the practical application of Article 50, offering marketers an actionable guide on compliance, governance and consumer trust.

The Candid CMO: Natalia Ball, Global Chief Growth Officer, Mars Pet Nutrition

Thu, 24 Sep 2026 15:55:11 +0200

The modern marketer can't know everything and accepting that fact has been a milestone in Natalia Ball's work at both P&G and Mars.

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.