Posts about Brand purpose

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. 10 years of Project Reconnect: What we've learned
    Event reportsReport
    Brand purposeGlobal Marketer Week

    10 years of Project Reconnect: What we've learned

    WFA, Karmarama

    Will Gilroy (WFA) and Jon Wilkins (Karmarama) recap on a decade of leading WFA’s Project Reconnect, focusing on some of the main highlights and introduce a brand-new guide which captures what we have learned.

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  2. 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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  3. Better Marketing: Marketing can deliver meaningful human experiences
    Event reports
    Brand purposeGlobal Marketer Week

    Better Marketing: Marketing can deliver meaningful human experiences

    Karmarama

    Jon Wilkins, Executive Chairman of Karmarama, makes the case on how marketing can change the world for the better.

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  4. Better Marketing: Marketing can deliver positive social and political change
    Event reports
    Brand purposeGlobal Marketer Week

    Better Marketing: Marketing can deliver positive social and political change

    Contagious

    Paul Kemp-Robertson, Co-Founder & Chief Brand Officer of Contagious, makes the case on how marketing can change the world for the better. 

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  5. Putting People First: 10 years of WFA's Project Reconnect
    Guides & templates
    Brand purposeBrand reputationGlobal Marketer Week

    Putting People First: 10 years of WFA's Project Reconnect

    WFA, Karmarama

    10 years of learnings from running Project Reconnect

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  6. The Road to Content Excellence
    BenchmarkReport
    Brand purposeMedia & analyticsMarketing strategyMarketing structureCMO ForumMarketing capabilitiesMarketing strategy

    The Road to Content Excellence

    WFA

    The opportunities offered by the new social and digital landscape have led to a content revolution, and the rules of the game have fundamentally changed, shows a new WFA & The Upside research.

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  7. Report: The Road to Content Excellence
    BenchmarkReport
    Brand purposeMedia & analyticsMarketing strategyMarketing structureCMO ForumMarketing capabilitiesMarketing strategy

    Report: The Road to Content Excellence

    WFA, The Upside

    WFA member report. For additional details, please log in.

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  8. Why an Eco-Friendly Production Makes a World of Sense
    Report
    Trends & forecastsBrand purposeMarketing procurementMarketing operationsMarketing procurement

    Why an Eco-Friendly Production Makes a World of Sense

    APR

    The aim of Eco-Friendly production is to achieve Zero Waste during the creation of Commercials and Films, without compromising the integrity of the production process.

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  9. WFA talks Better Marketing: Purpose
    Video
    Brand purposeCannes Lions

    WFA talks Better Marketing: Purpose

    WFA, The Economist Group

    At Cannes Lions 2018, global CMOs shared their views on purpose in marketing: Keith Weed (Unilever), Roel de Vries (Nissan), Antonio Lucio (former HP), Jane Wakely (Mars), Syl Saller (Diageo), Raja Rajamannar (Mastercard), David Wheldon (RBS)

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  10. WFA introduction to gender stereotypes in advertising and the Unstereotype Alliance
    Report
    Advertising & policyBrand purposeBrand reputationInclusive marketing

    WFA introduction to gender stereotypes in advertising and the Unstereotype Alliance

    WFA

    This presentation explains why it is crucial for the advertisers not to perpetuate the stereotypical portrayal of women (but also men) in advertising. It presents the social, economic and political case for a more progressive marketing, and explains the Unstereotype Alliance led by UN WOMEN of which WFA is founding member.

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  11. Priceless success: Mastercard's Raja Rajamannar
    Expert opinion
    Brand purposeGlobal Marketer of the YearMarketing strategyMarketing strategy

    Priceless success: Mastercard's Raja Rajamannar

    WFA

    Campaign is showcasing the six CMOs shortlisted for WFA's Global Marketer of the Year award.

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  12. Empowering marketers and unstereotyping ads: Unilever's Keith Weed
    Expert opinion
    Brand purposeGlobal Marketer of the YearMarketing strategyMarketing strategy

    Empowering marketers and unstereotyping ads: Unilever's Keith Weed

    WFA

    Campaign is showcasing the six CMOs shortlisted for WFA's Global Marketer of the Year award.

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  13. From transparency to equality: P&G's Marc Pritchard
    Expert opinion
    Brand purposeGlobal Marketer of the YearMarketing strategyMarketing strategy

    From transparency to equality: P&G's Marc Pritchard

    WFA

    Campaign is showcasing the six CMOs shortlisted for WFA's Global Marketer of the Year award.

    Read more about "From transparency to equality: P&G's Marc Pritchard"
  14. Project Reconnect masterdeck 2019
    Report
    Trends & forecastsBrand purposeBrand reputationGlobal Marketer Week

    Project Reconnect masterdeck 2019

    WFA

    Project Reconnect is WFA’s effort to develop a better understanding of what people want and expect from brands and help marketers better align marketing strategies and practices with people’s changing expectations and sensitivities.

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  15. It’s the Most Contagious time of the year
    Expert opinionEvent reports
    Brand purposeMarketing strategyMarketing strategy

    It’s the Most Contagious time of the year

    Camelia Cristache

    Pope Francis, Donald Trump, H.H. the Dalai Lama and Jack Ma walk into a marketing conference…and Most Contagious 2017 begins.

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  16. 7 Deadly Sins of Marketing
    Report
    Advertising & policyBrand purposeBrand reputationGlobal Marketer Week

    7 Deadly Sins of Marketing

    WFA, Karmarama, We Are Social

     New research conducted for the WFA has identified the seven key ways that brand marketing is most likely to annoy consumers. The results were presented on March 19th at a Project Reconnect session as part of the WFA's Global Marketer Week in Marrakech. They formed the backdrop and context to a presentation by Jon Wilkins, Executive Chairman of Karmarama, on where he thinks the industry may be getting it wrong, a presentation by a group of African students on their views about what's good and bad about brand marketing and an interactive panel session including high-profile industry experts focusing on potential solutions.

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