Knowledge

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.    Can marketing save the planet?

    Can marketing save the planet?

    Marketers have a unique toolset to help change the world for the better—it’s time they used it, says Guardian columnist and brand strategist, Arwa Mahdawi

    Read more about "Can marketing save the planet?"
  2.    Promoting diversity and inclusion in advertising: a UNICEF playbook
    Inclusive marketing

    Promoting diversity and inclusion in advertising: a UNICEF playbook

    Advertising can be a force for good that promotes change towards a more diverse and inclusive world. To help marketeers in this effort, UNICEF presented their "Promoting diversity and inclusion in advertising" playbook.

    Read more about "Promoting diversity and inclusion in advertising: a UNICEF playbook"
  3.    WFA Better Marketing Pod Ep 10: On digital platforms and the cookieless world with “The Ad Contrarian” Bob Hoffman
    Advertising & policyBrand purposeBrand reputationDigital media transformation

    WFA Better Marketing Pod Ep 10: On digital platforms and the cookieless world with “The Ad Contrarian” Bob Hoffman

    WFA podcast host, David Wheldon, speaks with “The Ad Contrarian”, Bob Hoffman.

    Read more about "WFA Better Marketing Pod Ep 10: On digital platforms and the cookieless world with “The Ad Contrarian” Bob Hoffman"
  4.    Media Forum Meeting Overview (27th October 2021)
    Marketing effectiveness

    Media Forum Meeting Overview (27th October 2021)

    Meeting overview and presentations from WFA’s Media Forum on 27 October 2021.

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  5.    Sourcing Forum meeting overview (October 2021)
    Marketing procurementMarketing procurement

    Sourcing Forum meeting overview (October 2021)

    Overview of the Sourcing Forum held remotely on October 21, 2021.

    Read more about "Sourcing Forum meeting overview (October 2021)"
  6.    Majority of major multinationals now investing in gaming in APAC, WFA research
    Gaming

    Majority of major multinationals now investing in gaming in APAC, WFA research

    Senior marketers now have more knowledge and greater interest

    Expected investment has risen nearly three-fold in the last two years

    Read more about "Majority of major multinationals now investing in gaming in APAC, WFA research"
  7.    The butterfly effect of global marketing transformation
    CreativitySustainabilityRetail media & ecommerceCMO Forum

    The butterfly effect of global marketing transformation

    The WFA’s CMO Forum boasts marketing leaders from diverse categories and geographies, yet their priorities are often strikingly consistent. One of the clearest threads remains the ever-present need for transformation, says Rob Dreblow, WFA Global Head of Marketing Services.

    Read more about "The butterfly effect of global marketing transformation"
  8.    What’s worth keeping post pandemic
    Brand purposeBrand reputationGlobal Marketer of the YearDigital media transformation

    What’s worth keeping post pandemic

    The pandemic has changed everything but what new priorities, behaviours or ways of working from the last two years would jury members for the Global Marketer of the Year retain for the future?

    Read more about "What’s worth keeping post pandemic"
  9.    GAMING DEMYSTIFIED 2021: Unlocking brand opportunities in video gaming
    Trends & forecastsGamingCMO ForumDigital media transformation

    GAMING DEMYSTIFIED 2021: Unlocking brand opportunities in video gaming

    Video gaming has risen to become bigger than other forms of entertainment. Its growth has been further super-charged by COVID-19, during which many people turned to gaming while stuck at home.

    Read more about "GAMING DEMYSTIFIED 2021: Unlocking brand opportunities in video gaming"
  10.    Five key take outs from The Economist's predictions for 2022

    Five key take outs from The Economist's predictions for 2022

    Jon Baldwin Quintanilla, WFA’s Junior Policy and Communications Manager, shares key take-outs from the recent WFA webinar with The Economist’s Deputy Editor, Tom Standage.

    Read more about "Five key take outs from The Economist's predictions for 2022"
  11.    Benchmark: Pitch Consultant Selection Criteria

    Benchmark: Pitch Consultant Selection Criteria

    WFA member benchmark and scorecard template on Pitch Consultant Selection

    Read more about "Benchmark: Pitch Consultant Selection Criteria"
  12.    It's time to regulate the digital ad market
    Advertising & policyDigital policyData governancePrivacy & tech

    It's time to regulate the digital ad market

    The ad industry should embrace the societal benefits that new tech rules from Brussels could deliver

    Read more about "It's time to regulate the digital ad market"
  13.    Insight Forum Overview (October 2021)
    Influencer marketingMarketing strategyMarketing strategy

    Insight Forum Overview (October 2021)

    Meeting overview from WFA’s Insight Forum meeting on 13 October 2021, which took place remotely.

    Read more about "Insight Forum Overview (October 2021)"
  14.    Benchmark: Digital in-housing from agency point of view
    Agency managementIn-housingMarketing operations

    Benchmark: Digital in-housing from agency point of view

    WFA benchmark on In-housing Digital Media, from agencies' point of view

    Read more about "Benchmark: Digital in-housing from agency point of view"
  15.    Case study| Cadbury Celebrations: #MyFirstRakhi
    Advertising & policyInclusive marketing

    Case study| Cadbury Celebrations: #MyFirstRakhi

    Chocolate brand celebrates Hindu festival by gifting the sense of touch to children with upper limb differences.

    This article was originally published in Contagious I/O on 20 August 2021

    Read more about "Case study| Cadbury Celebrations: #MyFirstRakhi"
  16.    Insight & Strategy | Chanel 4: Super. Human.
    Advertising & policyInclusive marketing

    Insight & Strategy | Chanel 4: Super. Human.

    How a UK broadcaster evolved its creative platform to challenge perceptions about disability and promote its Paralympics coverage

    This article was originally published in Contagious I/O on 3 September 2021

    Read more about "Insight & Strategy | Chanel 4: Super. Human."
  17.    In-House Forum Overview (October 2021)
    In-housingCMO ForumMarketing capabilities

    In-House Forum Overview (October 2021)

    Meeting overview and presentations from WFA’s In-House Forum meeting on 12 October 2021, which took place remotely.

    Read more about "In-House Forum Overview (October 2021)"
  18. Advertising & policyInclusive marketing

    First-ever DEI Census reveals major challenges around family status, age, gender, ethnicity and disability

    Most common forms of discrimination globally were reported on the basis of age and family status

    Women and ethnic minorities in the marketing industry report poorer lived experiences than men and ethnic majorities

    But marketing still outperforms many other industries globally on DEI

    Read more about "First-ever DEI Census reveals major challenges around family status, age, gender, ethnicity and disability"
  19.    Spotlight: Preparing for digital media’s privacy-first future | Episode 2

    Spotlight: Preparing for digital media’s privacy-first future | Episode 2

    The changing nature of data privacy is fundamentally redefining the way in which online audiences are measured and targeted by advertisers.

    Read more about "Spotlight: Preparing for digital media’s privacy-first future | Episode 2"
  20.    DSA/DMA Task Force Meeting Overview (October 2021)
    Advertising & policyDigital policy

    DSA/DMA Task Force Meeting Overview (October 2021)

    The WFA DSA Task Force met on 6 October 2021 to discuss the Digital Services Act and Digital Markets Act, as well as to develop a position on possible regulation on targeted advertising based on personal data.

    Read more about "DSA/DMA Task Force Meeting Overview (October 2021)"
  21.    Webinar | Economist Impact presents The World Ahead: 2022
    Advertising & policyDigital policySustainability

    Webinar | Economist Impact presents The World Ahead: 2022

    The Economist’s predictive look to the year ahead. Tom Standage shares an exclusive, first insight into the top 10 topics of the The World Ahead: 2022 report.

    Read more about "Webinar | Economist Impact presents The World Ahead: 2022"