Peer groups

Photo of WFA meeting


Exclusively for client-side global Chief Marketing Officers (or equivalent brand heads). WFA's flagship group meets annually.

Chairs: David Wheldon, CMO RBS (Global)
Chairs: Sam Ahmed, MasterCard (APAC)


Integrated marketing communications specialists and global brand leaders tackle how to measure IMC effectiveness, create a simple framework for IMC and generate big ideas that drive business.

Chairs: Melina Kacherou-Carage,
Chairs: (Global)
Chairs: Luiz Schmidt, Brown-Forman
Chairs: (LATAM)

Topics include:
  1. Setting the right KPIs
  2. IMC ROI, i.e. demonstrating the return on integrated approaches
  3. Align leadership behind an integrated approach
  4. Resource: recruiting and empowering specialised staff to lead IMC efforts
  5. Generating big ideas to work across multiple channels

Global/Regional Media Directors address media auditing, media cost control, digital media, pitching and accountability strategies, and other subjects related to media management.

Chairs: Ben Jankowski, Mastercard (Global)
Chairs: David Porter, Unilever (APAC)

Topics include:
  1. Return On Marketing Investment (ROMI)
  2. Agency management & collaboration (incl. pitching)
  3. Transparency with agencies and in media buying (incl. trading desks and rebates)
  4. Digital media ecosystem (incl. ad visibility/verification and measurement)
  5. Innovation in media

Interactive marketing experts take on digital agency management, strategies for internal digital resource and structure, improving digital accountability, social media and mobile marketing.

Chair: Antonia McCahon, Pernod Ricard

Topics include:
  1. Performance and measurement: digital KPIS & understanding ROI/ROO
  2. Digital integration into the marketing mix
  3. Social media marketing
  4. Mobile marketing
  5. E/social commerce

A forum dedicated to marketing sourcing specialists aiming to deliver greater value on agency compensation models and performance metrics, roster management, RFI formulation, supply chain efficiency etc.

Chair: Thomas Holpfazel,
Chair: Deutsche Telekom AG


A forum for senior market research and insights specialists seeking to understand how to generate and communicate insights that are capable of driving compelling marketing solutions more effectively. Meets in Europe.

Chair: Elinor Bateman, Barclays