In case you missed it… Powerful WFA content from Q2: media inflation, AI influencers, marketing capability team structures and more

The media and marketing marketplace

We dived deep into the issue of media inflation with Outlook 2025, the latest in our biannual predictions of what’s driving media prices around the globe. You can catch up with the findings via our webinar unpacking latest WFA poll of media price inflation forecasts.

But great marketing isn’t just about the price you pay for media so we’ve also examined the pressures that CMOs face when it comes to innovative communication and talking to consumers about their brands. Our Global Risk Barometer revealed that marketing budgets are under more scrutiny than ever.

AI

As you would expect, AI has been a firm focus in Q2, with three reports and one webinar. These include a report and an accompanying webinar looking at how bias in AI can be addressed via Inclusive prompting in partnership with Creative Equals, as well as a look at the coming world of AI influencers. The report, Using and Governing AI Influencers, explores why major brands are wary of using AI influencers.

Finally, we also hosted a webinar exploring The impact of GenAI on partner management.

Better Marketing

If you’ve just returned from Cannes, you are probably fired up by the idea of great ideas. The Better Ideas Project could be the inspiration you need to operationalise your ambitions. The associated Webinar talks you through the thinking here.

If you like to be inspired by great CMOs then tune into our Better Marketing Podcast, where WFA president David Wheldon talks to Cathay Pacific’s Ed Bell on the secret behind the airline’s success, while our latest Candid CMO interview features Wanda Weigert, Global Chief Brand Officer and Executive Director for Globant.

Sustainable Marketing Revamp

Like AI, sustainability is something that needs to run across organisations and not sit in a silo. With that in mind we’ve revamped our Sustainability Community to allow all members to access best practice and increase our impact. The latest webinar from the group looks at managing CO2 emissions in media.

Other important publications from Q2 include our reports on appointing media agency networks on a global or multinational basis, rethinking marketing capability team structures and navigating the path to transformative insights partnerships. We also organised a webinar on data integrity.