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. Marketing has the chance to lead post pandemic but structures need an overhaul
    Expert opinion
    Brand purposeMarketing strategyMarketing structureDigital media transformationMarketing capabilitiesMarketing organisationMarketing strategy

    Marketing has the chance to lead post pandemic but structures need an overhaul

    Russell Parsons

    Companies are asking ever more from their marketing leaders but if they want to achieve the customer-centricity they covet they must first look at how they are set-up, says Marketing Week Editor-in-Chief, Russell Parsons.

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  2. WFA Better Marketing Pod Ep 6: On humor and catching the 'F-train' with Ivan Pollard
    Expert opinionVideo
    Advertising & policyBrand purposeBrand reputationMarketing structureInclusive marketingMarketing capabilitiesMarketing operations

    WFA Better Marketing Pod Ep 6: On humor and catching the 'F-train' with Ivan Pollard

    WFA

    WFA Podcast host, David Wheldon, speaks with Ivan Pollard, Senior VP and Global CMO, General Mills.

    Read more about "WFA Better Marketing Pod Ep 6: On humor and catching the 'F-train' with Ivan Pollard"
  3. Gender equality in marketing: are we making progress fast enough?
    Expert opinion
    Advertising & policyInclusive marketing

    Gender equality in marketing: are we making progress fast enough?

    WFA

    We've asked six industry leaders to share their perspectives

    Read more about "Gender equality in marketing: are we making progress fast enough?"
  4. Delivering diversity is a must-pass test
    Expert opinion
    Inclusive marketing

    Delivering diversity is a must-pass test

    Stephan Loerke

    The pandemic has highlighted the need to push the diversity and inclusion agenda harder and faster. Stephan Loerke, WFA CEO, explains why we need to accelerate our impact.

    Read more about "Delivering diversity is a must-pass test"
  5. COVID has re-emphasised how brands must serve society
    Expert opinion
    Advertising & policy

    COVID has re-emphasised how brands must serve society

    Philip Myers

    Phil Myers, WFA Deputy President and SVP Public Policy and Government Affairs, PepsiCo, on how the policy function has had to adapt during the pandemic

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  6. WFA Better Marketing Pod Ep 5: On digital transformation with L'Oréal’s Lubomira Rochet
    Expert opinionVideo
    Advertising & policyMarketing technologyInclusive marketingDigital media transformationMarketing capabilitiesMarketing technology

    WFA Better Marketing Pod Ep 5: On digital transformation with L'Oréal’s Lubomira Rochet

    WFA

    WFA Podcast host, David Wheldon, speaks with Lubomira Rochet, L'Oréal's Chief Digital Officer

    Read more about "WFA Better Marketing Pod Ep 5: On digital transformation with L'Oréal’s Lubomira Rochet"
  7. Defining world-class standards for marketing procurement
    Expert opinionGuides & templates
    Marketing procurementMarketing procurement

    Defining world-class standards for marketing procurement

    Laura Forcetti

    To drive improvement, marketing procurement needs to ensure that everyone is talking the same language. WFA’s Global Sourcing Board has created some common definitions for key terms.

    Read more about "Defining world-class standards for marketing procurement"
  8. WFA Better Marketing Pod Ep 4: On next generation marketing with Mastercard's Raja Rajamannar
    Expert opinionVideo
    Marketing technologyMarketing technology

    WFA Better Marketing Pod Ep 4: On next generation marketing with Mastercard's Raja Rajamannar

    WFA

    David Wheldon speaks with Raja Rajamannar, CMO at Mastercard and WFA President.

    Read more about "WFA Better Marketing Pod Ep 4: On next generation marketing with Mastercard's Raja Rajamannar"
  9. Six partner predictions for 2021
    Expert opinion
    Agency managementMarketing strategyMarketing structureMarketing capabilitiesMarketing operationsMarketing strategy

    Six partner predictions for 2021

    WFA

    Six of WFA’s strategic partners share their views on what will define marketing for the year ahead

    Read more about "Six partner predictions for 2021"
  10. Meet the Global Marketer of the Year 2020 nominees: Marc Pritchard, P&G
    Expert opinionVideo
    Global Marketer of the Year

    Meet the Global Marketer of the Year 2020 nominees: Marc Pritchard, P&G

    WFA

    Marc Pritchard, Chief Brand Officer of P&G, is one of the six global marketers shortlisted for this year's WFA Global Marketer of the Year award in partnership with The Drum. 

    Read more about "Meet the Global Marketer of the Year 2020 nominees: Marc Pritchard, P&G"
  11. Meet the Global Marketer of the Year 2020 nominees: Ivan Pollard, General Mills
    Expert opinionVideo
    Global Marketer of the Year

    Meet the Global Marketer of the Year 2020 nominees: Ivan Pollard, General Mills

    WFA

    Ivan Pollard, SVP, Global Chief Marketing Officer, General Mills, is one of the six global marketers shortlisted for this year's WFA Global Marketer of the Year award in partnership with The Drum. 

    Read more about "Meet the Global Marketer of the Year 2020 nominees: Ivan Pollard, General Mills"
  12. Meet the Global Marketer of the Year 2020 nominees: Lisa McKnight, Mattel
    Expert opinionVideo
    Global Marketer of the Year

    Meet the Global Marketer of the Year 2020 nominees: Lisa McKnight, Mattel

    WFA

    Lisa McKnight, SVP and Global Head of Barbie and Dolls Portfolio, Mattel, is one of the six global marketers shortlisted for this year's WFA Global Marketer of the Year award in partnership with The Drum. 

    Read more about "Meet the Global Marketer of the Year 2020 nominees: Lisa McKnight, Mattel"
  13. Meet the Global Marketer of the Year 2020 nominees: Fernando Machado, Burger King/RBI
    Expert opinionVideo
    Global Marketer of the Year

    Meet the Global Marketer of the Year 2020 nominees: Fernando Machado, Burger King/RBI

    WFA

    Fernando Machado, Global Chief Marketing Officer, Restaurant Brands International, is one of the six global marketers shortlisted for this year's WFA Global Marketer of the Year award in partnership with The Drum. 

    Read more about "Meet the Global Marketer of the Year 2020 nominees: Fernando Machado, Burger King/RBI"
  14. Meet the Global Marketer of the Year 2020 nominees: Andrew Garrihy, Huawei
    Expert opinionVideo
    Global Marketer of the Year

    Meet the Global Marketer of the Year 2020 nominees: Andrew Garrihy, Huawei

    WFA

    Andrew Garrihy, Chief Brand Officer and Western Europe Chief Marketing Officer, Huawei, is one of the six global marketers shortlisted for this year's WFA Global Marketer of the Year award in partnership with The Drum. 

    Read more about "Meet the Global Marketer of the Year 2020 nominees: Andrew Garrihy, Huawei"
  15. Meet the Global Marketer of the Year 2020 nominees: Jane Wakely, Mars
    Expert opinionVideo
    Global Marketer of the Year

    Meet the Global Marketer of the Year 2020 nominees: Jane Wakely, Mars

    WFA

    Jane Wakely, Lead CMO at Mars Inc, is one of the six global marketers shortlisted for this year's WFA Global Marketer of the Year award in partnership with The Drum. 

    Read more about "Meet the Global Marketer of the Year 2020 nominees: Jane Wakely, Mars"
  16. WFA Better Marketing Pod Ep 3: In conversation with Sir Martin Sorrell
    Expert opinionVideo

    WFA Better Marketing Pod Ep 3: In conversation with Sir Martin Sorrell

    WFA

    David Wheldon speaks with Sir Martin Sorrell

    Read more about "WFA Better Marketing Pod Ep 3: In conversation with Sir Martin Sorrell"
  17. WFA Forum Chairs look back on 2020
    Expert opinion
    Advertising & policyPrivacy & techCMO Forum

    WFA Forum Chairs look back on 2020

    WFA

    We asked the chairs of our WFA working groups to reflect on what 2020 meant for the global media, marketing and digital policy agendas. 

    Read more about "WFA Forum Chairs look back on 2020"
  18. WFA CEO: “Build Back Better has started”
    Expert opinion
    Advertising & policyCross-media measurement

    WFA CEO: “Build Back Better has started”

    Stephan Loerke

    An extraordinary year has seen extraordinary changes, some for the better. WFA CEO Stephan Loerke looks forward to 2021.

    Read more about "WFA CEO: “Build Back Better has started”"
  19. My favourite campaign of 2020…
    Expert opinion
    Creativity

    My favourite campaign of 2020…

    WFA

    Six industry leaders highlight the work that has impressed them most this year.

    Read more about "My favourite campaign of 2020…"
  20. 10 Predictions for 2021
    Expert opinion
    Advertising & policyMarketing procurementMarketing structureMarketing capabilitiesMarketing operationsMarketing procurement

    10 Predictions for 2021

    WFA

    It wouldn’t be the holidays without some crystal ball gazing. The WFA team predicts what will happen next year both in the wider world and internally within the marketing industry.

    Read more about "10 Predictions for 2021"
  21. 2020’s top trends in food marketing regulation
    Expert opinion
    Advertising & policy

    2020’s top trends in food marketing regulation

    Rebecka Allén

    WFA Senior Policy Manager, Rebecka Allén, highlights this year's top events or trends in food marketing regulation

    Read more about "2020’s top trends in food marketing regulation"