Better Marketing

Better Marketing

Better Marketing
/ Introduction

Better Marketing: Putting People First

WFA’s purpose is Better Marketing. It’s born from the belief that brands don’t always get it right, they can sometimes be tone deaf and that the industry needs to be a better listener if brands are to increasingly align with what people want and expect. We’ve pulled together 10 years of learnings in our guide, entitled ‘Putting People First’, which WFA members can download here (now available in English in Spanish). 

Putting People First
2019 Report

Putting People First

“For 10 years, Project Reconnect has been challenging the status quo in the marketing industry – it’s a rallying cry to put people first and, critically, the only way we will be able to make marketing noble again.” (Marc Mathieu, CMO, Samsung Electronics America)

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Better Marketing videos

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Belinda J. Smith, EA: Marketing can be a force for positive gender and ethnicity portrayals

How can marketing change the world? Highlights from WFA's Better Marketing 2019, Lisbon

Adrian Lovett, World Wide Web Foundation

Better Marketing presentations

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10 years of Project Reconnect: What we've learned

Belinda J. Smith, EA: Marketing can be a force for positive gender and ethnicity portrayals

Jon Wilkins, Karmarama: Marketing can deliver meaningful human experiences

Better Marketing session photos

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Project Reconnect Research

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2011: WFA Project Reconnect research

2018: WFA Project Reconnect masterdeck

2015: WFA/Karmarama/We Are Social research on Marketing's 7 Deadly Sins

Better Marketing with The Economist

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Purpose

The future of the ageny model

Platform Challenges

Project Reconnect event highlights

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"Most brands don't put the customer first"

Brands that deliver creativity outperform their categories 12 times

Some potential solutions to the backlash against marketing

Better Marketing News

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    The Candid CMO: Conny Kalcher, Group Chief Customer Officer at Zurich

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  2. WFA Better Marketing Pod Episode 41 with Marcel Marcondes, AB InBev
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  3. WFA Better Marketing Pod Ep 40: On agency experience, AI and messaging with Nicola Mendelsohn, Meta
    Expert opinion
    29 Apr 2025
    AI

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    In this episode of the Better Marketing Podcast, Nicola Mendelsohn, Meta's Head of Global Business Group, shares insights on…

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  4. In case you missed it… Powerful WFA content from Q1: Marketer of the Future, Better Ideas, transparency, GenAI, sustainability and Halo
    News
    28 Apr 2025
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    We are constantly working with our members to share best practice and smart ways for marketing to make a bigger impact. Here are…

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  5. The Candid CMO: Wanda Weigert, Global Chief Brand Officer and Executive Director for Globant
    Expert opinion
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    Candid CMO

    The Candid CMO: Wanda Weigert, Global Chief Brand Officer and Executive Director for Globant

    Some marketers gain experience by moving around from company to company. For Wanda Weigert, Global Chief Brand Officer and Executive…

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  6. WFA Better Marketing Pod Ep 39: On Cathay Pacific's marketing secret plus lessons from Asia with Ed Bell
    Expert opinion
    31 Mar 2025
    Brand reputation

    WFA Better Marketing Pod Ep 39: On Cathay Pacific's marketing secret plus lessons from Asia with Ed Bell

    What does it take to rebuild an airline brand after the devastating impact of a global pandemic? Ed Bell, General Manager Brand,…

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