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.    Insight Forum Connect meeting overview (March 2024)

    Insight Forum Connect meeting overview (March 2024)

    Overview of the Insight Forum held in Amsterdam, March 2024

    Read more about "Insight Forum Connect meeting overview (March 2024)"
  2.    Marketing procurement seeks better, smarter metrics in 2024
    Marketing procurement

    Marketing procurement seeks better, smarter metrics in 2024

    WFA research shows that teams are looking at creative and production as well as media in their bid to identify savings for 2024.…

    Read more about "Marketing procurement seeks better, smarter metrics in 2024"
  3.    WFA names leadership team for new AI Community
    Digital policyAI

    WFA names leadership team for new AI Community

    This AI community is designed to help advertisers find the best ways to harness the opportunities of Generative AI while minimising…

    Read more about "WFA names leadership team for new AI Community"
  4.    Benchmark: Global category management - Content adaptation at scale
    AIMarketing procurement

    Benchmark: Global category management - Content adaptation at scale

    WFA member benchmark exploring how WFA members are adapting content at scale

    Read more about "Benchmark: Global category management - Content adaptation at scale"
  5.    A CMOs Wake Up Call - not Who but How

    A CMOs Wake Up Call - not Who but How

    An Agency Mania Solutions article exploring why CMOs must shift their mindset and focus from "which agencies shoud I hire?" to "How…

    Read more about "A CMOs Wake Up Call - not Who but How"
  6.    WFA Benchmark: Environmental Claims findings report

    WFA Benchmark: Environmental Claims findings report

    WFA member benchmark on green claims and how brands are navigating increasing scrutiny

    Read more about "WFA Benchmark: Environmental Claims findings report"
  7.    RAC Programme Meeting Overview (February 2024)
    Marketing to children

    RAC Programme Meeting Overview (February 2024)

    Meeting overview, presentations and briefings from WFA’s Responsible Advertising and Children (RAC) programme meeting on 21…

    Read more about "RAC Programme Meeting Overview (February 2024)"
  8.    Benchmark: Gen AI on marketing creative
    AI

    Benchmark: Gen AI on marketing creative

    WFA member benchmark on guidelines on the use of generative AI in marketing creative

    Read more about "Benchmark: Gen AI on marketing creative"
  9.    AANA response to consultation on HFSS marketing restrictions in Australia
    Food marketingMarketing to childrenMarketing law

    AANA response to consultation on HFSS marketing restrictions in Australia

    The Asutralian national advertiser association, AANA, recently responsed to a consultation carried out by the Australian government…

    Read more about "AANA response to consultation on HFSS marketing restrictions in Australia"
  10.    Benchmark: Recommended PR agencies
    Agency review & pitchingMarketing procurement

    Benchmark: Recommended PR agencies

    WFA member benchmark on recommended PR agencies

    Read more about "Benchmark: Recommended PR agencies"
  11.    Benchmark: recommended adaptation/translation agencies
    Agency review & pitchingMarketing procurement

    Benchmark: recommended adaptation/translation agencies

    WFA member benchmark on recommended adaptation/translation agencies, specifically those who can offer copywriting services…

    Read more about "Benchmark: recommended adaptation/translation agencies"
  12.    PAG Meeting Overview (February 2024)
    Digital policyMarketing law

    PAG Meeting Overview (February 2024)

    Meeting overview and presentations from WFA’s Policy Action Group (PAG) meeting on 20 February 2024

    Read more about "PAG Meeting Overview (February 2024)"
  13.    Benchmark: Recommended market research sources of data
    Agency review & pitchingMarketing procurement

    Benchmark: Recommended market research sources of data

    WFA member benchmark on recommended market research sources of data for market research agency benchmarks 

    Read more about "Benchmark: Recommended market research sources of data"
  14.    Solution Developers Service Overviews February 2024 Update

    Solution Developers Service Overviews February 2024 Update

  15.    Benchmark: Recommended POSM production companies
    Agency review & pitchingMarketing procurement

    Benchmark: Recommended POSM production companies

    WFA member benchmark on recommended POSM production services across Europe

    Read more about "Benchmark: Recommended POSM production companies"
  16.    Benchmark: Recommended packaging design agencies
    Agency review & pitchingMarketing procurement

    Benchmark: Recommended packaging design agencies

    WFA member benchmark on recommended packaging design agencies. 

    Read more about "Benchmark: Recommended packaging design agencies"
  17.    Tackling the nitty gritty of Generative AI
    Marketing technologyAIMarketing technologyMarketing technology

    Tackling the nitty gritty of Generative AI

    No new technology comes without risks and Generative AI is no exception. Brands need to be alert to the challenges if they want to…

    Read more about "Tackling the nitty gritty of Generative AI"
  18.    Brands are trailing on data transformation
    Marketing technologyMarketing technologyData collection & privacyData-driven marketingMarketing effectivenessMarketing technology

    Brands are trailing on data transformation

    If there’s one key learning from the latest WFA research on data transformation, it’s that too few companies have yet…

    Read more about "Brands are trailing on data transformation"
  19.    Benchmark: Internal brand communications and engagement
    Organisation & structure

    Benchmark: Internal brand communications and engagement

    WFA member benchmark around tactics to help imbed a new brand strategy within their global organisation.

    Read more about "Benchmark: Internal brand communications and engagement"
  20.    CMO: The impossible job?

    CMO: The impossible job?

    Has CMO become an impossible job? Five industry leaders share their view.

    Read more about "CMO: The impossible job?"
  21.    Spotlight: Housekeeping: In-house agency trends and challenges
    Agency managementMarketing operationsOrganisation & structure

    Spotlight: Housekeeping: In-house agency trends and challenges

    WFA webinar on in-house agency trends and challenges

    Read more about "Spotlight: Housekeeping: In-house agency trends and challenges"