Posts about Expert opinion

Industry 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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  1. It's time to regulate the digital ad market
    Expert opinion
    Advertising & policyDigital policyData governancePrivacy & tech

    It's time to regulate the digital ad market

    Stephan Loerke

    The ad industry should embrace the societal benefits that new tech rules from Brussels could deliver

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  2. Is it an advantage to be a woman in marketing?
    Expert opinion
    Advertising & policyInclusive marketing

    Is it an advantage to be a woman in marketing?

    Arwa Mahdawi

    Absolutely—but not in the way some people seem to think, says Guardian columnist and brand strategist, Arwa Mahdawi

    Read more about "Is it an advantage to be a woman in marketing?"
  3. How collaboration between marketing and sustainability can be a force for good
    Expert opinion
    Sustainability

    How collaboration between marketing and sustainability can be a force for good

    Preeti Srivastav

    Collaboration across various functions is critical for success and sustainability is no different, says Preeti Srivastav, Group Sustainability Director at Asahi Europe & International.

    Read more about "How collaboration between marketing and sustainability can be a force for good"
  4. Five CMOs with five post lockdown tips
    Expert opinionVideo
    Brand purposeBrand reputationMarketing structureDigital media transformationMarketing capabilities

    Five CMOs with five post lockdown tips

    WFA

    Leading global marketers share five back-to-school tips with WFA’s Better Marketing Pod with David Wheldon

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  5. This can be marketing’s time. You just need to earn it.
    Expert opinion
    Marketing capabilitiesMarketing operations

    This can be marketing’s time. You just need to earn it.

    Russell Parsons

    As brands and economies recover, there’s an opportunity for marketers to shine but they must get some basics right first, says Russell Parsons, Marketing Week Editor-in-Chief.

    Read more about "This can be marketing’s time. You just need to earn it."
  6. Walking the talk on climate change
    Expert opinion
    Sustainability

    Walking the talk on climate change

    Laura Baeyens

     Laura Baeyens, WFA's communications manager, shares on the WFA team’s sustainability journey and making the organisation’s operations carbon-neutral

    Read more about "Walking the talk on climate change"
  7. In conversation with four marketing stars for the future
    Expert opinion
    Brand purposeBrand reputation

    In conversation with four marketing stars for the future

    WFA

    WFA worked with industry publication The Drum to identify this year’s Future 50, the best new marketing talent from around the world who are taking our industry forward.

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  8. A look back at Cannes 2021
    Expert opinion
    CreativityCannes Lions

    A look back at Cannes 2021

    WFA

    Cannes is the annual celebration of all that is good about marketing and advertising. This year’s awards were virtual but that didn’t mean there weren’t great insights or learnings to share.

    Four Lions judges share their experience of what they learned in some of the newer categories that were celebrated this year. From Creative Strategy to Creative eCommerce and Creative Data to Creative Business Transformation, they celebrate where the bar for great work lies in 2021.

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  9. Learning from the Sourcing Board
    Expert opinionEvent reports
    Marketing procurementMarketing procurement

    Learning from the Sourcing Board

    WFA

    Three WFA Sourcing Board members share on how they are going about positioning marketing procurement as a vector of growth and a valued business partner rather than as a simple driver of savings.

    Read more about "Learning from the Sourcing Board"
  10. Innovation at Cannes
    Expert opinionEvent reports
    CreativityCannes Lions

    Innovation at Cannes

    Natasha Chetiyawardana

    Judging this year’s Innovation Lions highlighted both the power of innovation to drive real change and the importance of senior management support, says Natasha Chetiyawardana, Creative Partner and Co-Founder at venturing consultancy Bow & Arrow, part of Accenture Interactive.

    Read more about "Innovation at Cannes"
  11. Accelerated sponsorship
    Expert opinion
    CreativityInfluencer marketingGamingContent marketing

    Accelerated sponsorship

    Ian Malcolm

    Key trends have come to the fore due to COVID. Ian Malcolm, President and CEO at Lumency, a brand side sponsorship, experiential and content marketing consultancy, explains why they matter.

    Read more about "Accelerated sponsorship"
  12. Inclusive equals results
    Expert opinion
    Inclusive marketing

    Inclusive equals results

    Will Gilroy, Daren Poole

    New research shows how embracing diversity in content delivers better results. Will Gilroy from the WFA and Daren Poole from Kantar outline the latest data.

    Read more about "Inclusive equals results"
  13. Industry’s unprecedented show of unity to tackle DEI
    Expert opinion
    Inclusive marketing

    Industry’s unprecedented show of unity to tackle DEI

    Camelia Cristache, Will Gilroy

    More than 100 organisations have come together behind the first-ever global diversity, equality and inclusion census of the marketing industry. WFA’s Camelia Cristache and Will Gilroy explain the size and importance of the initiative.

    Read more about "Industry’s unprecedented show of unity to tackle DEI"
  14. WFA Better Marketing Pod Ep 9: On purpose, Orlando Bloom and teaching from Tasmania with Professor Mark Ritson
    Expert opinionVideo
    Advertising & policyBrand purposeBrand reputationInclusive marketingDigital media transformation

    WFA Better Marketing Pod Ep 9: On purpose, Orlando Bloom and teaching from Tasmania with Professor Mark Ritson

    WFA

    WFA podcast host, David Wheldon, speaks with the inimitable marketing professor and industry commentator, Mark Ritson.

    Read more about "WFA Better Marketing Pod Ep 9: On purpose, Orlando Bloom and teaching from Tasmania with Professor Mark Ritson"
  15. Get comfortable with sustainability
    Expert opinionBenchmarkReport
    Brand purposeBrand reputationMarketing capabilitiesMarketing operations

    Get comfortable with sustainability

    Scott Young

    The key insight from the WFA’s Marketing and Sustainability: Closing the Gaps research is that marketers need to get more comfortable with the topic. Scott Young from BVA Nudge Unit explains how that’s possible.

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  16. Marketing’s Missing P: Planet
    Expert opinion
    Brand purposeBrand reputationSustainabilityMarketing operations

    Marketing’s Missing P: Planet

    Thomas Lingard, Global Climate & Environment Director, Unilever

    Is marketing at odds with sustainability? Thomas Lingard, Global Climate & Environment Director, Unilever, shares his view on how marketers can be a positive force for change.

    Read more about "Marketing’s Missing P: Planet"
  17. How are you helping marketing get on the sustainability journey?
    Expert opinion
    Brand purposeBrand reputationSustainability

    How are you helping marketing get on the sustainability journey?

    WFA

    We asked three leading CMOs how their organisation was taking action to improve the sustainability of their messages and their products.

    Read more about "How are you helping marketing get on the sustainability journey?"
  18. New metrics for a growth agenda
    Expert opinion
    Marketing procurementMarketing procurement

    New metrics for a growth agenda

    Laura Forcetti

    Moving from a savings outlook to a value-creation approach requires new methods of measuring progress. Building on discussions within WFA's Sourcing Forum, Simraan Kulkarni, WFA Sourcing Manager, shares on three areas where new metrics can be used.

    Read more about "New metrics for a growth agenda"
  19. WFA Better Marketing Pod Ep 8: On making an iconic doll relevant again with Lisa McKnight
    Expert opinionVideo
    Advertising & policyBrand purposeBrand reputationInclusive marketingDigital media transformation

    WFA Better Marketing Pod Ep 8: On making an iconic doll relevant again with Lisa McKnight

    Camelia Cristache

    WFA podcast host, David Wheldon, speaks with Lisa McKnight, SVP and Global Head of Barbie & Dolls at Mattel, Inc.

    Read more about "WFA Better Marketing Pod Ep 8: On making an iconic doll relevant again with Lisa McKnight"
  20. One year after George Floyd
    Expert opinion
    Inclusive marketing

    One year after George Floyd

    Belinda Smith

    Smooth words and engagement from the ad industry still need to be translated into real action, argues Belinda Smith, CEO Americas, m/SIX and WFA Global Diversity Ambassador.

    Read more about "One year after George Floyd"
  21. WFA Better Marketing Pod Ep 7: On sustainability and courageous marketing with Conny Braams
    Expert opinionVideo
    Advertising & policyBrand purposeBrand reputationMarketing structureInclusive marketingMarketing capabilitiesMarketing operations

    WFA Better Marketing Pod Ep 7: On sustainability and courageous marketing with Conny Braams

    WFA

    WFA Podcast host, David Wheldon, speaks with Conny Braams, Chief Digital and Marketing Officer, Unilever.

    Read more about "WFA Better Marketing Pod Ep 7: On sustainability and courageous marketing with Conny Braams"