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. WFA CEO: Bicky Burger’s tasteless ad shows there’s still much to do to ‘unstereotype’ advertising
    Expert opinion
    Inclusive marketing

    WFA CEO: Bicky Burger’s tasteless ad shows there’s still much to do to ‘unstereotype’ advertising

    Stephan Loerke

    Bicky Burger has highlighted how much still needs to be done to rid the ad industry of its shock jocks, says Stephan Loerke, CEO of WFA

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  2. What does it take to become WFA’s Global Marketer of the Year?
    Expert opinion
    Global Marketer of the Year

    What does it take to become WFA’s Global Marketer of the Year?

    WFA

    Global and regional marketers need to cook up a new recipe for success in 2019. Stephan Loerke, CEO of the WFA, identifies the ingredients that will make them a MasterChef Marketer.

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  3. Let's talk about bias
    Expert opinion
    Inclusive marketing

    Let's talk about bias

    Camelia Cristache

    How do you overcome the inherent bias that we all bring to the table? Diageo and Unilever share some views on how to get the 3Ps of progressive representation right: presence, personality, perspective

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  4. YouTube struggles with thorny issue of kids’ data
    Expert opinion
    Advertising & policy

    YouTube struggles with thorny issue of kids’ data

    Rebecka Allén

    Social media companies have been slow to grasp the thorny issue of kids using their platforms. YouTube’s latest announcement of new measures suggests a much-needed change in approach, and will hopefully result in concrete actions with other platforms following suit, says Rebecka Allén

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  5. Advertising has rebranded diversity, and it isn’t a positive change
    Expert opinion
    Advertising & policyInclusive marketingContent marketing

    Advertising has rebranded diversity, and it isn’t a positive change

    Belinda Smith

    Diversity efforts are often whitewashed and dulled down, says Belinda Smith, Global Head of Media, Electronic Arts. Here are 5 ways to improve these initiatives

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  6. Why humility is more critical than ever for effective leadership
    Expert opinion
    Marketing structureCMO Forum

    Why humility is more critical than ever for effective leadership

    Rob Dreblow

    The accelerated pace of change means that our industry’s leadership can struggle to pass on relevant experience as they have in the past. Knowing this is one thing, but how to respond? Rob Dreblow shares a few examples

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  7. A campaign for better measurement
    Expert opinion
    Cross-media measurement

    A campaign for better measurement

    Matt Green

    Global brands are calling for a cross media measurement model. Matt Green explains why.

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  8. Redefining the marketing procurement value proposition
    Expert opinionVideoEvent reports
    Marketing procurementMarketing procurement

    Redefining the marketing procurement value proposition

    Laura Forcetti

    ProcureCon Marketing London was another great opportunity to gather industry feedback on WFA’s goal of redesigning marketing procurement and making it a true strategic business partner.

    Read more about "Redefining the marketing procurement value proposition"
  9. Setting up a digital hub? Don’t forget to plug in the people
    Expert opinion
    Marketing structureDigital media transformation

    Setting up a digital hub? Don’t forget to plug in the people

    Ranji David

    In our fast-paced world, increasingly powered by artificial intelligence, your best bet as a marketer might just be a room full of dynamic human beings, Ranji David explains

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  10. Seven take-outs from Cannes 2019
    Expert opinionEvent reports
    Brand reputationCreativityMarketing strategyCannes LionsMarketing strategy

    Seven take-outs from Cannes 2019

    Will Gilroy

    So as the dust settles on Cannes 2019, here are my top seven take-outs from the industry’s annual revelries on the Riviera.

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  11. GDPR represents the beginning, not the end, of the data privacy journey
    Expert opinion
    Advertising & policyDigital policyGDPR

    GDPR represents the beginning, not the end, of the data privacy journey

    Rebecka Allén

    The EU’s General Data Protection Regulation (GDPR) celebrates its first anniversary on May 25th, a natural moment to reflect on its impact.

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  12. Five common pitfalls of in-housing marketing services
    Expert opinion
    Marketing strategyMarketing structureMarketing capabilitiesMarketing operationsMarketing strategy

    Five common pitfalls of in-housing marketing services

    APR, Ebiquity, The Observatory

    While brands can benefit from in-housing some of the work their agencies are doing at the moment, sometimes it can go horribly wrong. APR Consulting Company, Ebiquity and The Observatory International explain.

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  13. Making sense of measurement: What does good look like?
    Expert opinion

    Making sense of measurement: What does good look like?

    WFA

    Marketers who get measurement wrong are not thinking big enough, says Infectious Media’s Global Client Analytics Lead, Chris Cox.

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  14. Driving the programmatic disclosure you desire: An 8-point checklist
    Expert opinion

    Driving the programmatic disclosure you desire: An 8-point checklist

    Ranji David

    Maximising digital media transparency across programmatic activity is a top concern for APAC marketers. Here are eight steps which can help shed light on any ongoing disclosure challenges.

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  15. People + Purpose = Performance
    Expert opinion
    Global Marketer WeekCMO Forum

    People + Purpose = Performance

    Julia Kraft

    Better marketing produces better results. No WFA member would disagree, in principle, but what does this mean in practice?

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  16. Putting people first
    Expert opinion
    Advertising & policyBrand purposeCross-media measurementGlobal Marketer Week

    Putting people first

    Stephan Loerke

    People are what matters in marketing and Global Marketer Week in Lisbon brought together more than 1,000 from more than 35 countries. Stephan Loerke, WFA CEO, reviews his highlights from the week.

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  17. Why policy professionals need to get excited about marketing
    Expert opinion
    Advertising & policyGlobal Marketer Week

    Why policy professionals need to get excited about marketing

    Rebecka Allén

    Marketers and policy professionals must bridge the gap that divides them. Rebecka Allén explains why that is critical for the business.

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  18. Partnering with Finance
    Expert opinion
    Global Marketer WeekMarketing procurementMarketing procurement

    Partnering with Finance

    Laura Forcetti

    A great relationship with finance is key to building marketing procurement’s profile across an organisation. WFA Global Marketer Week in Lisbon heard some top tips for making it happen.

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  19. Better Marketing: Marketing can save the Internet
    Expert opinionEvent reports
    Brand purposeGlobal Marketer Week

    Better Marketing: Marketing can save the Internet

    World Wide Web Foundation

    Adrian Lovett, President & CEO of the World Wide Web Foundation, makes the case on how marketing can change the world for the better.

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  20. Getting our priorities straight
    Expert opinion
    Marketing structure

    Getting our priorities straight

    Rob Dreblow

    What are the big issues for marketers in 2019? Rob Dreblow delves into the evolving worlds of media, procurement and integration.

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  21. Expert opinion
    Agency management

    Media agency management: Where are we headed?

    Matt Green

    A new WFA report identifies the latest trends in global media agency models and remuneration

    Read more about "Media agency management: Where are we headed?"