Who we are

/ Introduction

WFA is the only organisation representing and connecting global marketers

WFA is the only global organisation representing the common interests of marketers. It brings together the biggest markets and marketers worldwide, representing roughly 90% of all the global marketing communications spend, almost US$ 900 billion annually. WFA champions responsible and effective marketing communications.

90% of the world's marketing communications spend

represented by our unique global network of the world’s biggest markets and biggest marketers, the equivalent of $900 bn per annum

6000+ marketers

connected through 10 peer-to-peer networks tackling priorities for integrated marketing communications, digital, media, marketing procurement, consumer insights, marketing to children, alcohol and more

16 industry sectors

in WFA's membership of approximately 90 of the biggest brand owners worldwide

80+ meetings annually

in 30 countries to address priority member needs

/ Our mission

WFA helps its members deliver responsible and effective marketing communications

WFA champions and defends marketers interests, helps set standards for responsible marketing communications worldwide, and encourages leadership initiatives, which go beyond compliance with existing industry standards.

WFA helps its members to improve the effectiveness and efficiency of their marketing communications through benchmarking and the sharing of knowledge, experiences and insights, provides a unique global network of marketers who help each other navigate the fast-changing marketing landscape, and takes a global leadership role on key marketing issues which affect its members.

/ WFA History
1940

Guinness, print, 1940s

1950

Brulcreem, print, 1950s

Image courtesy of The Advertising Archives

1950

Volkswagen, print, 1950s

Image courtesy of The Advertising Archives

1953

The Stresa Resolution

Count Metello Rossi meets with eight other national associations in Stresa. Together they agree on the Stresa Resolution, creating the International Union of Advertisers Associations.
IUAA founding tenets…
• to champion responsible and ethical marketing;
• to provide verifiable audience measurement;
• to seek media transparency for members.

1953

Creation of IUAA

L'Union Internationale des Associations D'annonceurs is officially established at a meeting in Brussels

1957

Japan joins

1959

Canada and the UK join

1960

Kellogg’s ‘The best to you each morning’, print, 1960s

Image courtesy of The Advertising Archives

1960

Norway and Finland join

1961

Schweppes ‘Gardening advice’, TV, 1961

Image courtesy of Cannes Lions Archives

1962

Australia, Israel and South Africa join

1965

Wrigleys ‘Hi ho hey hey’, TV, 1965

1966

Ireland, New Zealand, Spain and the USA join

1968

Mexico and the Philippines join

1968

Value of the UIAA cemented

20 national advertising associations now in membership

1972

Levis ‘Walking Behinds’, TV, 1972

Image courtesy of Cannes Lions Archives

1975

Growth in membership continues

The rapid growth in advertiser association membership continues, now with increasingly global footprint.

1977

Coca-Cola ‘I’d like to buy the world a Coke’, TV, 1977

1984

First corporate member

In 1984, at the Rio de Janeiro World Congress, the UIAA opened its doors to corporate members. This reflected the increasing trend towards global marketing and common challenges being faced by marketers worldwide. P&G becomes the first corporate member.

1984

The World Federation of Advertisers is born.

The organisation undergoes a rebrand. The World Federation of Advertisers is born. 1984, Rio de Janeiro.

1984

Apple Computer, TV, 1984

Image courtesy of Cannes Lions Archives

1984

By 1984, 24 national associations have already joined

1985

Pepsi-Cola ‘Archaeology’, TV, 1985

Image courtesy of Cannes Lions Archives

1989

Some key milestones reached

including collaboration with: United Nations, UNESCO, World Health Organization. Growth in corporate membership:

1990

Maxell ‘Into the valley’, TV, 1990

Image courtesy of Cannes Lions Archives

1991

WFA extends global footprint

First WFA meeting in Asia takes place and the Latin American network is launched.

1991

Perrier ‘Le Lion et La Lionne’, TV, 1991

Image courtesy of Cannes Lions Archives

1992

WFA helps set-up the European Advertising Standards Alliance (EASA)

1997

Mercedes-Benz ‘Skidmarks’, print, 1997

Image courtesy of Cannes Lions Archives

1999

30 corporates and 35 national advertiser associations now in membership

2000

Budweiser ‘Wassup’, TV, 2000

Image courtesy of Cannes Lions Archives

2000

Many of WFA’s flagship working groups created:

• Media Forum
• Policy Action Group
• Responsible Advertising and Children
• Sourcing Forum

2003

WFA is rebranded

2005

LEGO ‘Street Building’, outdoor, 2005

Image courtesy of Cannes Lions Archives

2008

Cadbury ‘Gorilla’, TV, 2008

Image courtesy of Cannes Lions Archives

2009

55 corporates and 50 national advertiser associations in membership.

2010

Old Spice ‘The man your man could smell like’, TV, 2011

Image courtesy of Cannes Lions Archives

2012

Red Bull ‘Stratos’, live stream, 2012

Image courtesy of Red Bull

2012

2012-2014 WFA launches new peer-to-peer networks

Office opened in Singapore. WFA launches new peer-to-peer networks: Responsible Marketing Pact (RMP); Insight Forum; Digital Action Group (DGX)

2014

Volvo ‘Epic Split’, viral video, 2014

Image courtesy of Cannes Lions Archives

2015

80 corporate members and 58 national advertiser associations

Office opened in London. Now more than 80 corporate members and 58 national advertiser associations covering over 60 markets.

2016

First Global Marketer Week in South-East Asia takes place in Kuala Lumpur, Malaysia.

2017

Now 90 corporates in membership

1940
1950
1950
1953
1953
1957
1959
1960
1960
1961
1962
1965
1966
1968
1968
1972
1975
1977
1984
1984
1984
1984
1985
1989
1990
1991
1991
1992
1997
1999
2000
2000
2003
2005
2008
2009
2010
2012
2012
2014
2015
2016
2017
/ Become a member

Want to join WFA?

You can’t solve every problem by yourself. That’s why our members turn to the collective intelligence of our global network for help and inspiration. WFA champions effective, efficient and responsible marketing communications worldwide.

We represent around 100 of the world’s biggest brand owners and 60 national advertiser associations on six continents. Together, this unique network represents 90% of global marketing communications spend, some US$900 billion per annum. Find out how to join now.

More about membership