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 or by clicking on the ‘Download’ button on this page. Now available in Spanish.

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)

Putting People First

Brought to you with:

Better Marketing videos

Highlights from WFA's Better Marketing session 2019, Lisbon
Adrian Lovett, World Wide Web Foundation: Marketing can save the Internet
Jon Wilkins, Karmarama: Marketing can deliver meaningful human experiences
Paul Kemp-Robertson, Contagious: Marketing can deliver positive social and political change
Belinda J. Smith, EA: Marketing can be a force for positive gender and ethnicity portrayals

Better Marketing presentations

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
Adrian Lovett, World Wide Web Foundation: Marketing can save the Internet
Paul Kemp-Robertson, Contagious: Marketing can deliver positive social and political change

Better Marketing session photos

Project Reconnect research

2018: WFA Project Reconnect masterdeck
2015: WFA/Karmarama/We Are Social research on Marketing's 7 Deadly Sins
2014: WFA/We Are Social on the new 4Ps of marketing in the connected age
2014: WFA/Edelman research into putting 'purpose' into marketing
2011: WFA Project Reconnect research

Better Marketing with The Economist

Purpose
The CMO agenda
The death of advertising?
Platform Challenges
Cannes 2018 highlights
The future of the agency model
Data opportunities
Gender and diversity

Project Reconnect event highlights

"We need to blur the lines between clients and agencies"
#brandfail @WFAReconnect (highlights)
"Solving pain points in the customer journey"
The dangers of digital transformation
"The Silicon Valley disruptors: your new competitor set"
"If you create engaged colleagues, you create engaged customers"
What are people's main criticisms about marketing?
Some potential solutions to the backlash against marketing
Wilkins: "Very few brands can engage in cultural issues"
"People can turn your AI robot into a Hitler sex toy"
Wheldon: "They used to call me their 'insultant' "
Robert Madelin on 'brands with purpose'
The Seven Deadly Sins of Marketing
"Brands that deliver creativity outperform their categories 12 times"
"Most brands don't put the customer first"
"Fail once, but never fail twice"

Better Marketing News

Read more

Contact us

For more information or questions, please contact Will Gilroy
at w.gilroy@wfanet.org.