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WFA produces resources, research and guides across a wide range of emerging marketing topics and challenges. All the work is informed voluntarily by WFA member input and developed in close cooperation with some of the best experts from across the industry.

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  1. 96% of major brands now use AI in marketing, WFA research finds
    Press releasesSurvey
    AI

    96% of major brands now use AI in marketing, WFA research finds

    State of AI in Marketing 2026 shows AI moving beyond content into insights, media and strategy, with scaling and skills now the biggest challenges

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  2. Global brands are shifting to paying for outputs not time, WFA research
    Press releasesReport
    Marketing procurementMarketing procurement

    Global brands are shifting to paying for outputs not time, WFA research

    Labour-based models are now used as the standard payment model by less than a fifth of multinationals, down from more than half in 2011

    Factors affecting agency performance extend far beyond remuneration with briefing, respect and trust and feedback all scoring higher than financial rewards

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  3. Strategic thinking is the biggest skills gap for marketing, WFA research
    Press releases
    Marketing structureAIMarketing capabilities

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

    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

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  4. Global Marketer Week 2027: dates confirmed for London
    News
    Global Marketer Week

    Global Marketer Week 2027: dates confirmed for London

    Global Marketer Week 2027 will take place from 20-23 April in London. The Global Marketer Conference, WFA's annual flagship event, will be co-hosted with UK national advertiser associations, ISBA, on 22 April 2027.

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  5. Nominations open for Global Marketer of the Year 2026
    NewsPress releases
    Global Marketer of the Year

    Nominations open for Global Marketer of the Year 2026

    Annual award celebrates global and regional marketers and the work they do to strengthen their brands and businesses.  

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  6. L’Oréal’s Bizien-Mourgue to Co-Chair Capability Forum
    News
    Marketing structureMarketing capabilities

    L’Oréal’s Bizien-Mourgue to Co-Chair Capability Forum

    WFA's Marketing Capability Forum brings together senior marketers looking to build and evolve high-performing marketing teams.  

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  7. WFA and X settle over GARM litigation
    Press releases

    WFA and X settle over GARM litigation

    WFA and X Corp. are putting the litigation involving GARM behind them  

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  8. Two-thirds of brand owners are behind on paid media measurement
    Press releases
    Media & analyticsMarketing effectiveness

    Two-thirds of brand owners are behind on paid media measurement

    New WFA and Ebiquity handbook reveals the gap between measurement capability and commercial action  

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  9. WFA heads to London for Global Marketer Week 2027
    News
    Global Marketer Week

    WFA heads to London for Global Marketer Week 2027

    WFA's annual flagship event will take place in April in London

    Read more about "WFA heads to London for Global Marketer Week 2027"

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