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. CMO Forum Meeting Overview, Forum Connect Singapore (May 2025)
    Event reports
    22 May 2025
    Forum Connect

    CMO Forum Meeting Overview, Forum Connect Singapore (May 2025)

    Overview of the CMO Forum meeting held in Singapore on May 15th, as part of WFA Forum Connect.

     

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  2. Marketing Capability Forum Meeting Overview, NYC (April 2025)
    Event reports
    20 May 2025
    Marketing capabilities

    Marketing Capability Forum Meeting Overview, NYC (April 2025)

    Overview of the Marketing Capability forum held in New York City on 24th April 2025

    Read more about "Marketing Capability Forum Meeting Overview, NYC (April 2025)"
  3. In House Forum - How to future-proof your internal marketing ecosystem, end-to-end, in the age of AI
    Video
    15 May 2025
    Agencies & partners

    In House Forum - How to future-proof your internal marketing ecosystem, end-to-end, in the age of AI
    Open to WFA members only

    OLIVER's Richard Stainer joins WFA's In-House Forum to share how in-house teams can equip themselves with the latest technologies…

    Read more about "In House Forum - How to future-proof your internal marketing ecosystem, end-to-end, in the age of AI"
  4. Knowledge Spotlight: Trends and Tactics in Generative AI for Marketing Professionals
    Video
    15 May 2025
    AI

    Knowledge Spotlight: Trends and Tactics in Generative AI for Marketing Professionals
    Open to WFA members only

    According to WFA research, capability building and up-skilling remains one of the greatest roadblocks to (Gen) AI adoption among…

    Read more about "Knowledge Spotlight: Trends and Tactics in Generative AI for Marketing Professionals"
  5. Bias in AI and Inclusive Prompting with Creative Equals
    Video
    12 May 2025
    AI

    Bias in AI and Inclusive Prompting with Creative Equals
    Open to WFA members only

    Bias in AI and inclusive prompting: identifying and challenging bias in AI tools. 

    Read more about "Bias in AI and Inclusive Prompting with Creative Equals"
  6. Data integrity: the new currency for responsible media?
    Video
    12 May 2025

    Data integrity: the new currency for responsible media?
    Open to WFA members only

    As the programmatic ecosystem continues to evolve, media quality remains a barrier to effectiveness and growth. Despite significant…

    Read more about "Data integrity: the new currency for responsible media?"
  7. Insight Forum Meeting Overview, Global Marketer Week (March 2025)
    Event reports
    2 May 2025

    Insight Forum Meeting Overview, Global Marketer Week (March 2025)

    Overview of the WFA Insight Forum meeting, held in Brussels as part of Global Marketer…

    Read more about "Insight Forum Meeting Overview, Global Marketer Week (March 2025)"
  8. WFA Better Marketing Pod Ep 40: On agency experience, AI and messaging with Nicola Mendelsohn, Meta
    Expert opinion
    29 April 2025
    AI

    WFA Better Marketing Pod Ep 40: On agency experience, AI and messaging with Nicola Mendelsohn, Meta

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

    Read more about "WFA Better Marketing Pod Ep 40: On agency experience, AI and messaging with Nicola Mendelsohn, Meta"
  9. Major brands wary of using AI influencers
    Report
    28 April 2025
    Influencer marketingAI

    Major brands wary of using AI influencers
    Open to WFA members only

    New research by WFA has found that major multinationals are currently wary about using AI influencers in place of the real…

    Read more about "Major brands wary of using AI influencers"
  10. WFA at Grab, Meeting Overview (April 2025)
    25 April 2025
    AI

    WFA at Grab, Meeting Overview (April 2025)

    Overview of the event held at Grab HQ in Singapore on the 24th of April.

    Read more about "WFA at Grab, Meeting Overview (April 2025)"
  11. AI essentials: agents, AI influencers, regulation targets use of synthetic humans, Meta EU rollout, in-house agencies
    Expert opinion
    24 April 2025
    Marketing technologyAIMarketing technology

    AI essentials: agents, AI influencers, regulation targets use of synthetic humans, Meta EU rollout, in-house agencies

    AI is transforming the way marketers work. Gabrielle Robitaille, Policy Director at WFA, looks at the latest developments and how…

    Read more about "AI essentials: agents, AI influencers, regulation targets use of synthetic humans, Meta EU rollout, in-house agencies"
  12. Spotlight: Outlook2025: Unpacking latest WFA poll of media price inflation forecasts
    Video
    24 April 2025
    Audience measurementChannelsProgrammatic & ad tech

    Spotlight: Outlook2025: Unpacking latest WFA poll of media price inflation forecasts
    Open to WFA members only

    Featuring Vincent Letang of IPG, sharing their view ahead on Connected TV, in US and worldwide.

    Read more about "Spotlight: Outlook2025: Unpacking latest WFA poll of media price inflation forecasts"
  13. WFA Survey: using and governing AI influencers
    22 April 2025
    Advertising & policyAI

    WFA Survey: using and governing AI influencers

    WFA research on how brands are using and governing AI influencers.

    Read more about "WFA Survey: using and governing AI influencers"
  14. What’s holding back brilliant ideas?
    Report
    18 April 2025

    What’s holding back brilliant ideas?
    Open to WFA members only

    The BetterIdeas Project, a new global study, reveals the challenges stopping creative ideas from flourishing. Julia Kraft,…

    Read more about "What’s holding back brilliant ideas?"
  15. Knowledge Spotlight: Growing a Global Brand in Local Soil
    Video
    18 April 2025
    Marketing technologyValue of advertisingMarketing capabilitiesMarketing operationsMarketing technology

    Knowledge Spotlight: Growing a Global Brand in Local Soil
    Open to WFA members only

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

    Read more about "Knowledge Spotlight: Growing a Global Brand in Local Soil"
  16. The rise of insights partnerships
    Report
    18 April 2025
    Media & analytics

    The rise of insights partnerships
    Open to WFA members only

    Insights can make the difference between seizing an opportunity and missing the market. Ioana Danila, Senior Manager, Global…

    Read more about "The rise of insights partnerships"
  17. The Candid CMO: Wanda Weigert, Global Chief Brand Officer and Executive Director for Globant
    Expert opinion
    18 April 2025
    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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  18. Sourcing Forum Meeting Overview (April 2025)
    Event reports
    16 April 2025
    Agencies & partnersMarketing procurementMarketing procurement

    Sourcing Forum Meeting Overview (April 2025)

    Overview of the Sourcing Forum meeting held remotely on the 2nd April…

    Read more about "Sourcing Forum Meeting Overview (April 2025)"
  19. Sourcing Forum Meeting Overview, Global Marketer Week (March 2025)
    Event reports
    15 April 2025

    Sourcing Forum Meeting Overview, Global Marketer Week (March 2025)

    Overview of the WFA Sourcing Forum meeting, held in Brussels as part of Global Marketer…

    Read more about "Sourcing Forum Meeting Overview, Global Marketer Week (March 2025)"
  20. In-House Forum Meeting Overview (March 2025)
    Event reports
    14 April 2025
    Agency management

    In-House Forum Meeting Overview (March 2025)

    Overview of the In-House forum held remotely on 27th March 2025

    Read more about "In-House Forum Meeting Overview (March 2025)"
  21. The impact of GenAI on partner management
    Video
    8 April 2025
    Marketing procurementAIMarketing procurement

    The impact of GenAI on partner management

    This session explored the impact of GenAI on partner management and took place on 2 April 2025 during a Sourcing Forum…

    Read more about "The impact of GenAI on partner management"