The group shares learnings in relation to raising the marketing capability bar within WFA member organisations. This is done through developing internal skills, enabling a culture for learning, as well as measuring the performance and impact of capability building programmes. Value is delivered through research and reports, physical and remote forums, and online tools and benchmarking services.
WFA Marketing Capability Forum
Wednesday, 10 December | 9am NY / 2pm UK
Learn how to make the most of your WFA membership in one quick session.
The Marketing Capability Forum is chaired by Pawan Kumar Marella, Vice-President, Strategic Growth Initiatives, Marketing Capabilities & Innovation Excellence at Unilever, and Jessica Douglass, Global Director, Marketing Culture & Capabilities at AB InBev.
WFA benchmark on upskilling marketing teams on the topic of generative AI
WFA member benchmark on centralising marketing assets and resources into a singular platform
Proving the impact of capability building is vital, says WFA Associate Director, Global Marketing Services, Julia Kraft, as she outlines the latest report from the WFA Marketing Capability Forum.
Overview of Marketing Capability Forum held remotely on 21st March 2024.
WFA report on marketing capability impact measurement, conducted in partnership with Oxford.
According to a recent survey conducted by WFA and The Observatory International, 66% of brands now have in-house agencies, with 21% actively considering one. According to that same survey, 70% already have strategic capabilities in-house and many plan to shift new tasks from external agencies over the next three years.
