Posts about Laura Forcetti

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. Spotlight: The Democratisation of Virtual Production
    Video
    CreativityMarketing procurementAIMarketing procurement

    Spotlight: The Democratisation of Virtual Production

    WFA

    The past few years have seen the emergence and evolution of virtual production.

    Read more about "Spotlight: The Democratisation of Virtual Production"
  2. Benchmark
    Marketing procurementMarketing procurement

    Benchmark: Recommended social media agencies in South-East Europe

    WFA

    WFA member benchmark on recommended social media agencies in South-East Europe.

    Read more about "Benchmark: Recommended social media agencies in South-East Europe"
  3. Marketing procurement seeks better, smarter metrics in 2024
    Report
    Marketing procurementMarketing procurement

    Marketing procurement seeks better, smarter metrics in 2024

    Laura Forcetti

    WFA research shows that teams are looking at creative and production as well as media in their bid to identify savings for 2024. Many company target setters fail to understand marketing, increasing barriers between procurement, marketing and the rest of the organisation.

    Read more about "Marketing procurement seeks better, smarter metrics in 2024"
  4. Benchmark
    Marketing procurementAIMarketing procurement

    Benchmark: Content adaptation at scale using automation and GenAI

    WFA

    WFA member benchmark exploring how WFA members are adapting content at scale

    Read more about "Benchmark: Content adaptation at scale using automation and GenAI"
  5. Spotlight: Journey with GenAI: real-world applications and current progress
    Video
    CreativityAI

    Spotlight: Journey with GenAI: real-world applications and current progress

    WFA

    Trying to keep up with AI? Intentful’s Marina Petrova offers a much-needed update and reality check.

    Read more about "Spotlight: Journey with GenAI: real-world applications and current progress"
  6. Benchmark
    Marketing procurementMarketing procurement

    Benchmark: Recommended PR agencies

    WFA

    WFA member benchmark on recommended PR agencies

    Read more about "Benchmark: Recommended PR agencies"
  7. Benchmark
    Marketing procurementMarketing procurement

    Benchmark: recommended adaptation/translation agencies

    WFA

    WFA member benchmark on recommended adaptation/translation agencies, specifically those who can offer copywriting services too. 

    Read more about "Benchmark: recommended adaptation/translation agencies"
  8. Benchmark
    Marketing procurementMarketing procurement

    Benchmark: Recommended market research sources of data

    WFA

    WFA member benchmark on recommended market research sources of data for market research agency benchmarks 

    Read more about "Benchmark: Recommended market research sources of data"
  9. Benchmark
    Marketing procurementMarketing procurement

    Benchmark: Recommended POSM production companies

    WFA

    WFA member benchmark on recommended POSM production services across Europe

    Read more about "Benchmark: Recommended POSM production companies"
  10. Benchmark
    Marketing procurementMarketing procurement

    Benchmark: Recommended packaging design agencies

    WFA

    WFA member benchmark on recommended packaging design agencies. 

    Read more about "Benchmark: Recommended packaging design agencies"
  11. Spotlight: Creative Production & The Economic Climate
    Video
    Marketing procurementMarketing procurement

    Spotlight: Creative Production & The Economic Climate

    WFA

    Global economic instability including fluctuating inflation and currency rates has prompted WFA members to question the impact this will have on their Creative Production processes and what actions can be taken to future-proof creative and production eco-systems.

    Read more about "Spotlight: Creative Production & The Economic Climate"
  12. Spotlight: The Evolution of Sponsorship
    Video

    Spotlight: The Evolution of Sponsorship

    WFA

    Sponsorship has grown up.

    For many brands, sponsorship used to be viscerally driven, often without any strategy and often directed by passion points that sat with executives. A brand might have sponsored cricket, for example, because the president of the company liked cricket. Success metrics were along the lines of: the president was happy, the camera-visible signage looked good, the sales team brought people (maybe customers, maybe family, maybe colleagues) to matches, and everyone had a ‘good time’.

    Read more about "Spotlight: The Evolution of Sponsorship"
  13. Benchmark
    Marketing procurementGamingMarketing procurement

    Benchmark: recommended sponsorship activation partners

    WFA

    WFA member benchmark on recommended sponsorship activation partners, specifically landing in gaming, music and activating rights in creative, BTL and digital.

    Read more about "Benchmark: recommended sponsorship activation partners"
  14. Spotlight: Search Engine Optimisation (SEO)
    Video
    AI

    Spotlight: Search Engine Optimisation (SEO)

    WFA

    The search landscape is evolving faster than ever before, and with the advent of AI this is only going to continue.

    Read more about "Spotlight: Search Engine Optimisation (SEO)"
  15. Benchmark
    Influencer marketingMarketing procurementMarketing procurement

    Benchmark: end to end talent management process - in-housing vs outsourcing

    WFA

    WFA member benchmark exploring how marketing organisations manage their end-to-end talent process, with a focus whether they in-house or outsource.

    Read more about "Benchmark: end to end talent management process - in-housing vs outsourcing"
  16. Spotlight: A 2023 Agency Roundup - Beyond the Surface
    Video

    Spotlight: A 2023 Agency Roundup - Beyond the Surface

    WFA

    Navigate the dynamic brand/agency landscape by staying informed on recent developments, industry trends, and strategies to overcome challenges, as emphasized in a comprehensive session by Bruno Gralpois from Agency Mania Solutions.

    Read more about "Spotlight: A 2023 Agency Roundup - Beyond the Surface"
  17. Benchmark
    Marketing procurementMarketing procurement

    Benchmark: Global category management - Production consultants

    WFA

    WFA member benchmark on how marketing organisations work with production consultants.

    Read more about "Benchmark: Global category management - Production consultants"
  18. Spotlight: Enhancing Media Transparency in China: Actionable Insights
    Video

    Spotlight: Enhancing Media Transparency in China: Actionable Insights

    WFA

    Unlock the secrets of Chinese media buying and contract compliance – your roadmap to transparency. Join experts from Ebiquity and FirmDecisions in an engaging webinar where you will gain practical guidance on navigating the complexities of the Chinese media market.

    Read more about "Spotlight: Enhancing Media Transparency in China: Actionable Insights"
  19. Spotlight: Contractual watch outs - ensuring agency contracts are fit for purpose (non-media)
    Video

    Spotlight: Contractual watch outs - ensuring agency contracts are fit for purpose (non-media)

    WFA

    Are your agency MSAs (non media) giving you the protection you need in the ever-changing nature of the ecosystem in which advertisers, agencies and their suppliers interact?

    Read more about "Spotlight: Contractual watch outs - ensuring agency contracts are fit for purpose (non-media)"
  20. Benchmark: The Evolution of Couponing
    Benchmark
    Marketing procurementMarketing procurement

    Benchmark: The Evolution of Couponing

    WFA

    WFA member benchmark on how organisations are evolving their approach to couponing.

    Read more about "Benchmark: The Evolution of Couponing"
  21. Benchmark: Approaches to entertainment marketing
    Benchmark
    Marketing procurementMarketing procurement

    Benchmark: Approaches to entertainment marketing

    WFA

    WFA member benchmark on how organisations are approaching the entertainment marketing category

    Read more about "Benchmark: Approaches to entertainment marketing"