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Brand purposeBrand reputationIn conversation with four marketing stars for the future
Read more about "In conversation with four marketing stars for the future"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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Advertising & policyBrand purposeBrand reputationInclusive marketingDigital media transformationWFA Better Marketing Pod Ep 9: On purpose, Orlando Bloom and teaching from Tasmania with Professor Mark Ritson
Read more about "WFA Better Marketing Pod Ep 9: On purpose, Orlando Bloom and teaching from Tasmania with Professor Mark Ritson"WFA podcast host, David Wheldon, speaks with the inimitable marketing professor and industry commentator, Mark Ritson.
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Brand purposeBrand reputationMarketing capabilitiesMarketing operationsGet comfortable with sustainability
Read more about "Get comfortable with sustainability"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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Brand purposeBrand reputationSustainabilityMarketing operationsMarketing’s Missing P: Planet
Read more about "Marketing’s Missing P: Planet"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.
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Brand purposeBrand reputationSustainabilityHow are you helping marketing get on the sustainability journey?
Read more about "How are you helping marketing get on the sustainability journey?"We asked three leading CMOs how their organisation was taking action to improve the sustainability of their messages and their products.
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Advertising & policyBrand purposeBrand reputationInclusive marketingDigital media transformationWFA Better Marketing Pod Ep 8: On making an iconic doll relevant again with Lisa McKnight
Read more about "WFA Better Marketing Pod Ep 8: On making an iconic doll relevant again with Lisa McKnight"WFA podcast host, David Wheldon, speaks with Lisa McKnight, SVP and Global Head of Barbie & Dolls at Mattel, Inc.
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Advertising & policyBrand purposeSustainabilityMarketing operationsMarketing and Sustainability: Closing the Gaps
Read more about "Marketing and Sustainability: Closing the Gaps"What can Marketers do to drive Sustainability in their industry?
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Brand purposeGlobal Marketer WeekSustainabilityCMO ForumMarketing operations
WFA launches Planet Pledge for Marketers
Read more about "WFA launches Planet Pledge for Marketers"WFA launches framework to help marketers lead on climate change challenge
New research suggests marketers lag corporate progress on the sustainability journey
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Advertising & policyBrand purposeBrand reputationMarketing structureInclusive marketingMarketing capabilitiesMarketing operationsWFA Better Marketing Pod Ep 7: On sustainability and courageous marketing with Conny Braams
Read more about "WFA Better Marketing Pod Ep 7: On sustainability and courageous marketing with Conny Braams"WFA Podcast host, David Wheldon, speaks with Conny Braams, Chief Digital and Marketing Officer, Unilever.
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Brand purposeMarketing strategyMarketing structureDigital media transformationMarketing capabilitiesMarketing organisationMarketing strategyMarketing has the chance to lead post pandemic but structures need an overhaul
Read more about "Marketing has the chance to lead post pandemic but structures need an overhaul"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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Advertising & policyBrand purposeBrand reputationMarketing structureInclusive marketingMarketing capabilitiesMarketing operationsWFA Better Marketing Pod Ep 6: On humor and catching the 'F-train' with Ivan Pollard
Read more about "WFA Better Marketing Pod Ep 6: On humor and catching the 'F-train' with Ivan Pollard"WFA Podcast host, David Wheldon, speaks with Ivan Pollard, Senior VP and Global CMO, General Mills.
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Brand purposeCreativityMy favourite campaign of 2020...
Read more about "My favourite campaign of 2020..."Six industry leaders highlight the work that has impressed them in this strangest of years.
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Advertising & policyBrand purposeInclusive marketingWFA Better Marketing Pod Ep. 2: Marketing in times of Covid
Read more about "WFA Better Marketing Pod Ep. 2: Marketing in times of Covid"David Wheldon speaks to Karmarama’s Jon Wilkins and Contagious’ Paul Kemp-Robertson
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Brand purposeGlobal Marketer of the YearCMO ForumWhat are you looking for in the Global Marketer of the Year 2020?
Read more about "What are you looking for in the Global Marketer of the Year 2020?"Agility and purpose are top of the list for WFA’s expert jury when it comes to assessing marketing leadership in 2020.
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Brand purposeI don't want yet another soft drinks company screaming purpose at me
Read more about "I don't want yet another soft drinks company screaming purpose at me"We’re at the beginning of a new post-purpose era, where brands will fail if they think they can outcry competition by screaming ‘I care’, says purpose pioneer Thomas Kolster, also known as Mr. Goodvertising, as he takes a hatchet to his earlier beliefs about purpose.
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Brand purposeBrand reputationWhy did brands fail to pause ads on #BlackoutTuesday?
Read more about "Why did brands fail to pause ads on #BlackoutTuesday?"Brands have been pausing advertising activity at the slightest risk for years. Why then, asks WFA Global Diversity Ambassador, Belinda Smith, are so many continuing to push brand messages in the midst of a violent face-off?
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Brand purposeThe purpose of marketing will not change post Covid-19 but marketers must
Read more about "The purpose of marketing will not change post Covid-19 but marketers must"Although the landscape will be different, the purpose of marketing remains the same. Marketers need reminding of this as much as anyone else, says Marketing Week Editor-in-Chief, Russell Parsons
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Advertising & policyBrand purposeWFA CEO: Coronavirus could show brands how to face up to the ultimate test
Read more about "WFA CEO: Coronavirus could show brands how to face up to the ultimate test"Corporate citizenship displayed during Coronavirus crisis could offer a prototype for how brands might help society face up to climate change, says Stephan Loerke.
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Brand purposeMarketing structureDigital media transformationMarketing capabilitiesFour WFA partner predictions for 2020
Read more about "Four WFA partner predictions for 2020"Four of WFA’s strategic partners share their views on what will define marketing for the year ahead
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Advertising & policyBrand purposeCross-media measurementGlobal Marketer WeekPutting people first
Read more about "Putting people first"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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Advertising & policyBrand purposeGlobal Marketer WeekInclusive marketingBetter Marketing: Marketing can be a force for positive gender and ethnicity portrayals
Read more about "Better Marketing: Marketing can be a force for positive gender and ethnicity portrayals"Belinda J. Smith, Global Head of Media at Electronic Arts, makes the case on how marketing can change the world for the better.
