Knowledge

WFA produces resources, research and guides across a wide range of emerging marketing topics and challenges. All the work is informed by WFA member input and developed in close cooperation with the best experts from across the industry.

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All knowledge & updates

  1.    EU AI Act

    EU AI Act

    WFA has developed a briefing on the EU AI Act, outlining the key provisions and potential implications for advertisers

    Read more about "EU AI Act"
  2.    Knowledge spotlight: Creating persona-driven content
    Creativity

    Knowledge spotlight: Creating persona-driven content

    This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts,…

    Read more about "Knowledge spotlight: Creating persona-driven content"
  3.    Knowledge spotlight: Rooting creativity in culture
    Creativity

    Knowledge spotlight: Rooting creativity in culture

    This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts,…

    Read more about "Knowledge spotlight: Rooting creativity in culture"
  4.    Spotlight: Uncovering agency use of generative AI
    Digital policyMarketing technologyAIMarketing technologyMarketing technology

    Spotlight: Uncovering agency use of generative AI

    A deep dive into how media and creative agencies are using generative AI, and what this means for brands.

    Read more about "Spotlight: Uncovering agency use of generative AI"
  5.    In-House Forum names new chair from Unilever

    In-House Forum names new chair from Unilever

    Shannon Kalkstein, Global Head of U-Studio and UniAdapt at Unilever, has been named as the new chair of the WFA’s In-House…

    Read more about "In-House Forum names new chair from Unilever"
  6.    Benchmark: Global and local brand consistency
    Organisation & structure

    Benchmark: Global and local brand consistency

    WFA member benchmark on centralising marketing assets and resources into a singular platform

    Read more about "Benchmark: Global and local brand consistency"
  7.    This month in AI: brands highlight AI gains, Meta and Adobe back track on policy changes, AI ad fraud and TikTok avatars
    Digital policyMarketing technologyAIMarketing technologyMarketing technology

    This month in AI: brands highlight AI gains, Meta and Adobe back track on policy changes, AI ad fraud and TikTok avatars

    In today’s rapidly changing digital and technological landscape, keeping pace with the latest trends can be challenging.…

    Read more about "This month in AI: brands highlight AI gains, Meta and Adobe back track on policy changes, AI ad fraud and TikTok avatars"
  8.    Knowledge spotlight: Creative mindset 101
    CreativityBrand purpose

    Knowledge spotlight: Creative mindset 101

    This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts,…

    Read more about "Knowledge spotlight: Creative mindset 101"
  9.    Spotlight: A Mid-Year Agency Roundup - Beyond the Surface
    Agency remuneration & contracts

    Spotlight: A Mid-Year Agency Roundup - Beyond the Surface

    In a vast expanse of information about the agency world and the brands they serve, what focal points merit our attention in the…

    Read more about "Spotlight: A Mid-Year Agency Roundup - Beyond the Surface"
  10.    Knowledge Spotlight: Content production 101
    Agency evaluation & performanceMarketing operations

    Knowledge Spotlight: Content production 101

    This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts,…

    Read more about "Knowledge Spotlight: Content production 101"
  11.    Knowledge Spotlight: Agency Performance Measurement
    Agency evaluation & performanceMarketing operationsMarketing procurement

    Knowledge Spotlight: Agency Performance Measurement

    This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts,…

    Read more about "Knowledge Spotlight: Agency Performance Measurement"
  12.    Does Asia Pacific need Lions or Merlions?
    CreativityBrand reputation

    Does Asia Pacific need Lions or Merlions?

    WFA’s Asia Advisory Board marked the Cannes Lions Festival in Singapore with #NotInCannes, attended by more than 50 senior…

    Read more about "Does Asia Pacific need Lions or Merlions?"
  13.    Responsible AI principles
    AI (Artificial Intelligence)AI

    Responsible AI principles

    An overview of the most commonly adopted responsible AI principles guiding brands’ use of generative AI

     

    Read more about "Responsible AI principles"
  14.    Geena Davis Institute: ‘The Power of Portrayal’ report
    Diversity & Inclusion

    Geena Davis Institute: ‘The Power of Portrayal’ report

    The Geena Davis Institute published a new report during Cannes Lions 2024 which looked at on-screen representation in Cannes Lions…

    Read more about "Geena Davis Institute: ‘The Power of Portrayal’ report"
  15.    PAG Meeting Overview (June 2024)
    Digital policyMarketing law

    PAG Meeting Overview (June 2024)

    Meeting overview and presentations from WFA’s Policy Action Group (PAG) meeting on 11 June 2024

    Read more about "PAG Meeting Overview (June 2024)"
  16.    Knowledge Spotlight: Agency Roster Modelling & Transformation
    Agency rostersMarketing operations

    Knowledge Spotlight: Agency Roster Modelling & Transformation

    This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts,…

    Read more about "Knowledge Spotlight: Agency Roster Modelling & Transformation"
  17.    Benchmark: Generative AI Upskilling
    AIMarketing capabilities

    Benchmark: Generative AI Upskilling

    WFA benchmark on upskilling marketing teams on the topic of generative AI

    Read more about "Benchmark: Generative AI Upskilling"
  18.    Unstereotype Alliance: ‘Inclusion = Income - The Business Case for Progressive Marketing' study
    Diversity & Inclusion

    Unstereotype Alliance: ‘Inclusion = Income - The Business Case for Progressive Marketing' study

    The industry-led coalition convened by UN Women published a new study during Cannes Lions 2024 which looks at how consistent and…

    Read more about "Unstereotype Alliance: ‘Inclusion = Income - The Business Case for Progressive Marketing' study"
  19.    GARM & Ad Net Zero announce global framework to measure media's carbon emissions

    GARM & Ad Net Zero announce global framework to measure media's carbon emissions

    The Global Media Sustainability Framework is a cross-industry collaboration between WFA’s Global Alliance for Responsible…

    Read more about "GARM & Ad Net Zero announce global framework to measure media's carbon emissions"
  20.    Knowledge Spotlight: Agency Remuneration 101
    Agency remuneration & contractsMarketing operations

    Knowledge Spotlight: Agency Remuneration 101

    This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts,…

    Read more about "Knowledge Spotlight: Agency Remuneration 101"
  21.    Setting targets on DEI in production can be a challenge for half of major multinationals

    Setting targets on DEI in production can be a challenge for half of major multinationals

    New WFA research shows that measurement, targets and identifying diverse suppliers are key barriers to implementing Diversity,…

    Read more about "Setting targets on DEI in production can be a challenge for half of major multinationals"