Posts about Marketing strategy

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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. 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"
  2. What marketing talent wants
    BenchmarkReport
    Trends & forecastsMarketing structureCMO ForumMarketing capabilitiesMarketing operationsMarketing organisation

    What marketing talent wants

    WFA

    Company and marketing department attributes that resonate with today's marketer

    Read more about "What marketing talent wants"
  3. Benchmark: Agency scope of work (SOW) tools
    Benchmark
    Agency managementMarketing procurementMarketing procurement

    Benchmark: Agency scope of work (SOW) tools

    WFA

    WFA member benchmark survey on Scope of Work (SOW) tools.

    Read more about "Benchmark: Agency scope of work (SOW) tools"
  4. Benchmark: Global versus local brand equity
    Benchmark
    Brand reputationMarketing structureCMO Forum

    Benchmark: Global versus local brand equity

    WFA

    WFA member survey on the topic of balancing global and local brand equity/positioning.

    Read more about "Benchmark: Global versus local brand equity"
  5. Decoupling production from the creative agency and the role of the agency producer
    Report
    In-housingMarketing procurementMarketing structureMarketing procurement

    Decoupling production from the creative agency and the role of the agency producer

    APR

    Following questions from WFA members, our partner Advertising Production resources (APR) has provided input on the topics of decoupling advertising production from the creative agency and the role of the agency producer.

    Read more about "Decoupling production from the creative agency and the role of the agency producer"
  6. Spotlight: Shortcutting your marketing transformation
    VideoEvent reports
    Marketing structureMarketing capabilitiesMarketing operationsMarketing organisation

    Spotlight: Shortcutting your marketing transformation

    WFA

    COVID has accelerated the need to transform legacy marketing structures and processes for the digital economy.

    Read more about "Spotlight: Shortcutting your marketing transformation"
  7. Marketing Transformation - Delivering the future fit organisation
    BenchmarkReport
    Digital media transformationMarketing operationsMarketing organisation

    Marketing Transformation - Delivering the future fit organisation

    WFA

    The subject of marketing transformation and how to deliver a Marketing function that is ‘future fit’ for the digital economy is more important than ever. 

    Read more about "Marketing Transformation - Delivering the future fit organisation"
  8. C-Suite support, freedom and training critical to marketing transformation, WFA research
    Press releases
    Digital media transformation

    C-Suite support, freedom and training critical to marketing transformation, WFA research

    WFA

    Legacy operating models can inhibit successful change in early stages

    22% of major multinationals have a well-advanced process in place

    Marketers are looking to expand their remit through taking 'ownership' of emerging disciplines, including Customer Experience and e-Commerce

    Read more about "C-Suite support, freedom and training critical to marketing transformation, WFA research"
  9. Spotlight: Managing your sponsorship initiatives post-pandemic
    Video
    Marketing procurementMarketing procurement

    Spotlight: Managing your sponsorship initiatives post-pandemic

    WFA

    What should marketing and marketing procurement professionals be thinking about as they consider how to manage and leverage their sponsorship investments over the short and mid-term?

    Read more about "Spotlight: Managing your sponsorship initiatives post-pandemic"
  10. 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"
  11. Benchmark: Global Budget setting & use of working/non-working ratios
    Benchmark
    Marketing structure

    Benchmark: Global Budget setting & use of working/non-working ratios

    WFA

    Member benchmark on enterprise marketing budgets and the use of 'working' vs 'non-working' spend ratios.

    Read more about "Benchmark: Global Budget setting & use of working/non-working ratios"
  12. Benchmark: Global Category Management - Public Relations
    Benchmark
    Marketing procurementMarketing procurement

    Benchmark: Global Category Management - Public Relations

    WFA

    Member benchmark on category management of public relations (brand PR / consumer facing)

    Read more about "Benchmark: Global Category Management - Public Relations"
  13. Asia Spotlight: Leadership perspective in 2021
    Video

    Asia Spotlight: Leadership perspective in 2021

    WFA

    WFA CEO Stephan Loerke was joined by some of WFA’s senior industry leaders in Asia Pacific to discuss the most pressing issues facing our industry in 2021.

    Read more about "Asia Spotlight: Leadership perspective in 2021"
  14. 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"
  15. Spotlight on sustainability around the world
    Video
    Advertising & policySustainabilityMarketing operations

    Spotlight on sustainability around the world

    WFA

    Guest speaker Christoph Dölitzsch from Latana shares insight on how people’s views of sustainability differ around the world.

    Read more about "Spotlight on sustainability around the world"
  16. Spotlight: WFA in 2021
    Marketing procurementMarketing procurement

    Spotlight: WFA in 2021

    WFA

    A chance for WFA members (only) to get a glimpse of the collective priorities of the membership for 2021.

    Read more about "Spotlight: WFA in 2021"
  17. 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"
  18. Sourcing Forum meeting overview (December 2020)
    Event reports
    Marketing procurementMarketing procurement

    Sourcing Forum meeting overview (December 2020)

    WFA

    Overview of the Sourcing Forum held remotely on December 2, 2020

    Read more about "Sourcing Forum meeting overview (December 2020)"
  19. 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"
  20. 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”"
  21. 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"