Posts about Marketing structure

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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. Spotlight: Growth Metrics – shift from a savings outlook to a value creation approach
    Video
    Marketing procurementMarketing structureMarketing procurement

    Spotlight: Growth Metrics – shift from a savings outlook to a value creation approach

    WFA

    Shifting from a savings outlook to a value creation approach.

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  2. 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"
  3. 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.

    Read more about "Marketing has the chance to lead post pandemic but structures need an overhaul"
  4. 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"
  5. CMO Forum meeting overview (March 2021)
    Event reports
    Agency managementMarketing structureSustainabilityCMO Forum

    CMO Forum meeting overview (March 2021)

    WFA

    Overview of the CMO Forum held remotely on March 9, 2021.

    Read more about "CMO Forum meeting overview (March 2021)"
  6. 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

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  7. 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"
  8. 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.

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  9. 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"
  10. 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.

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  11. 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"
  12. 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"
  13. Spotlight: Global Trends in Creative In-Housing
    Video
    Agency managementIn-housingMarketing structureCMO ForumMarketing operations

    Spotlight: Global Trends in Creative In-Housing

    WFA

    The subject of in-housing creative services has been increasingly prevalent in recent years with 57% of WFA members currently having created an in-house model of some shape or form.

    Read more about "Spotlight: Global Trends in Creative In-Housing"
  14. Benchmark: Global marketing procurement team structures & workload allocation
    Benchmark
    Marketing procurementMarketing strategyMarketing structureMarketing organisationMarketing procurementMarketing strategy

    Benchmark: Global marketing procurement team structures & workload allocation

    WFA

    WFA member benchmark regarding workload allocation and related team structures.

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  15. Webinar: Where do great ads thrive?
    Video
    Marketing structureMarketing operations

    Webinar: Where do great ads thrive?

    WFA

    In an increasingly volatile landscape, which environments can advertisers trust to reflect ambition of their brands?

    Read more about "Webinar: Where do great ads thrive?"
  16. Survey: Covid-19 global response (September 2020)
    Benchmark
    Trends & forecastsMarketing strategyMarketing structureMarketing operationsMarketing strategy

    Survey: Covid-19 global response (September 2020)

    WFA

    The fourth wave of research again gathered input from senior multinational marketers on how they are reacting to the ongoing global crisis.

    Read more about "Survey: Covid-19 global response (September 2020)"
  17. Global Trends in Creative In-Housing
    Benchmark
    Agency managementIn-housingMarketing structureCMO ForumMarketing capabilities

    Global Trends in Creative In-Housing

    WFA

    This study focuses on WFA members’ creative in-house agencies.

    Read more about "Global Trends in Creative In-Housing"
  18. Loving lockdown
    Expert opinion
    Marketing structureCMO ForumMarketing operations

    Loving lockdown

    Rob Dreblow

    Rob Dreblow, WFA’s Global Head of Marketing Services, outlines six positive changes in brand behaviour that have stemmed from the pandemic and restrictions on our movement and lifestyles.

    Read more about "Loving lockdown"
  19. CMO Forum meeting overview (July 2020)
    Event reports
    Agency managementMarketing structureCMO Forum

    CMO Forum meeting overview (July 2020)

    WFA

    Overview of the CMO Forum held remotely on July 16, 2020.

    Read more about "CMO Forum meeting overview (July 2020)"
  20. Webinar: The Low Touch Economy
    Video
    Marketing strategyMarketing structureMarketing operationsMarketing strategy

    Webinar: The Low Touch Economy

    WFA

    Join guest speaker Nick De Mey, Insights lead & Co-founder of Board of Innovation, as we focus on recovery in a world with reduced physical interactions.

    Read more about "Webinar: The Low Touch Economy"
  21. Survey: Covid-19 global response (June 2020)
    Benchmark
    Trends & forecastsMarketing strategyMarketing structureMarketing operationsMarketing strategy

    Survey: Covid-19 global response (June 2020)

    WFA

    The third wave of research again gathered input from senior multinational marketers on how they are reacting to the ongoing global Covid-19 epidemic.

    Read more about "Survey: Covid-19 global response (June 2020)"