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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All knowledge & updates

  1.    The AI-fluent CMOs: Transformative Force in Today’s Business

    The AI-fluent CMOs: Transformative Force in Today’s Business

    Are you a marketing leader looking to stay ahead of the curve in an AI-driven world? The Infosys CMO Radar 2024 infographic…

    Read more about "The AI-fluent CMOs: Transformative Force in Today’s Business"
  2.    Consultancies for global marketing organisation transformation
    Marketing structure

    Consultancies for global marketing organisation transformation

    WFA member benchmark exploring the use of global marketing organisation consultancies

    Read more about "Consultancies for global marketing organisation transformation"
  3.    WFA prepares for biggest ever Global Marketer Week
    Global Marketer Week

    WFA prepares for biggest ever Global Marketer Week

    More than 2,000 delegates from over 40 countries set to benefit from trends, insights and networking opportunities at the event in…

    Read more about "WFA prepares for biggest ever Global Marketer Week"
  4.    Global Marketer Week Forums: executives gather to share what works despite economic and geo-political uncertainties
    Global Marketer Week

    Global Marketer Week Forums: executives gather to share what works despite economic and geo-political uncertainties

    As part of WFA Global Marketer Week, our specialist forums will hold standalone forum sessions to discuss and develop workable…

    Read more about "Global Marketer Week Forums: executives gather to share what works despite economic and geo-political uncertainties"
  5.    WFA Better Marketing Pod Ep 37: On being a real global marketer and Gen Alpha with Dr. Frederique Covington Corbett, UNICEF
    Brand reputation

    WFA Better Marketing Pod Ep 37: On being a real global marketer and Gen Alpha with Dr. Frederique Covington Corbett, UNICEF

    In this episode of WFA's Better Marketing Podcast in partnership with Meta, David Wheldon speaks with Dr Frederique Covington…

    Read more about "WFA Better Marketing Pod Ep 37: On being a real global marketer and Gen Alpha with Dr. Frederique Covington Corbett, UNICEF"
  6.    AI Essentials: IP guidance, Meta ad labelling, EU prohibited practices and Global Marketer Week
    Marketing technologyAIMarketing technology

    AI Essentials: IP guidance, Meta ad labelling, EU prohibited practices and Global Marketer Week

    AI is transforming the way marketers work. Gabrielle Robitaille, Policy Director at WFA, looks at the latest developments and how…

    Read more about "AI Essentials: IP guidance, Meta ad labelling, EU prohibited practices and Global Marketer Week"
  7.    The building blocks of effectiveness
    Marketing effectiveness

    The building blocks of effectiveness

    Defining marketing effectiveness is key if marketers are to justify investment and deliver on the profession’s promise of…

    Read more about "The building blocks of effectiveness"
  8.    The Candid CMO: Lex Bradshaw-Zanger, Chief Marketing & Digital Officer for L’Oréal SAPMENA
    Candid CMO

    The Candid CMO: Lex Bradshaw-Zanger, Chief Marketing & Digital Officer for L’Oréal SAPMENA

    WFA chats to the Chief Marketing & Digital Officer for L’Oréal South Asia Pacific, Middle East & North Africato…

    Read more about "The Candid CMO: Lex Bradshaw-Zanger, Chief Marketing & Digital Officer for L’Oréal SAPMENA"
  9.    Knowledge Spotlight: Media Management in China for 2025 and beyond
    Agencies & partnersAgency remunerationAgency management

    Knowledge Spotlight: Media Management in China for 2025 and beyond
    Open to WFA members only

    This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts,…

    Read more about "Knowledge Spotlight: Media Management in China for 2025 and beyond"
  10.    In-House Forum Meeting Overview (Jan 2025)
    Agency managementMarketing structure

    In-House Forum Meeting Overview (Jan 2025)

    Overview of the In-House forum held remotely on 23rd January 2025

    Read more about "In-House Forum Meeting Overview (Jan 2025)"
  11.    WFA launches new Transparency Tool for media
    Marketing tool

    WFA launches new Transparency Tool for media
    Open to WFA members only

    WFA has launched a new Transparency Tool, in partnership with Ebiquity, designed to help benchmark contact transparency across key…

    Read more about "WFA launches new Transparency Tool for media"
  12.    Marketing Capability Meeting Overview (Feb 2025)

    Marketing Capability Meeting Overview (Feb 2025)

    Overview of the Marketing Capability forum held remotely on 11th February 2025

    Read more about "Marketing Capability Meeting Overview (Feb 2025)"
  13.    Media and creative: together for superior effectiveness and ROAS (Google)
    Marketing effectiveness

    Media and creative: together for superior effectiveness and ROAS (Google)
    Open to WFA members only

    On the 21st of January 2025, the WFA community was invited to the Google offices in Singapore for an evening of insights and…

    Read more about "Media and creative: together for superior effectiveness and ROAS (Google)"
  14.    PAG Meeting Overview (February 2025)
    Advertising & policyDigital policy

    PAG Meeting Overview (February 2025)

    Meeting overview and presentations from WFA’s Policy Action Group (PAG) meeting on 4 February 2025

    Read more about "PAG Meeting Overview (February 2025)"
  15.    Spotlight: More effective B2B influencer marketing
    Influencer marketingMarketing capabilitiesMarketing operations

    Spotlight: More effective B2B influencer marketing

    From diagnosis to activation, join this session to discover how Brainlabs identifies the moments and contexts where influencers can…

    Read more about "Spotlight: More effective B2B influencer marketing"
  16.    Privacy and Tech Forum
    Digital policyMarketing technologyMarketing technology

    Privacy and Tech Forum
    Open to WFA members only

    For senior experts from a broad range of functions, including marketing, legal, policy and compliance.

    Read more about "Privacy and Tech Forum"
  17. Cannes Lions

    WFA at Cannes
    Open to WFA members only

    Each year at Cannes, WFA brings together a programme of events available to WFA members, including WFA co-hosted events and WFA…

    Read more about "WFA at Cannes"
  18.    Halo CMM Community Townhall Meeting
    Audience measurementCross-media measurementHalo

    Halo CMM Community Townhall Meeting

    Discover the Future of Cross-Media Measurement - February Meeting

    Read more about "Halo CMM Community Townhall Meeting"
  19. Agency evaluation

    Regional WFA-IARD Webinar for APAC

    Setting standards that effectively protect minors in digital environments.

    Read more about "Regional WFA-IARD Webinar for APAC"
  20.    Knowledge Spotlight: Search Engine Optimisation (SEO) 101
    Media & analyticsMarketing effectivenessMarketing procurementMarketing technologyDigital media transformationMarketing capabilitiesMarketing procurementMarketing technology

    Knowledge Spotlight: Search Engine Optimisation (SEO) 101
    Open to WFA members only

    This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts,…

    Read more about "Knowledge Spotlight: Search Engine Optimisation (SEO) 101"
  21.    AB InBev CMO wins Global Marketer of the Year
    Global Marketer of the Year

    AB InBev CMO wins Global Marketer of the Year

    Marcel Marcondes, Global Chief Marketing Officer, AB InBev has won the 2024 WFA Global Marketer of the Year, WFA’s annual…

    Read more about "AB InBev CMO wins Global Marketer of the Year"