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.

RSS Feed
  1. Knowledge Spotlight: Growing a Global Brand in Local Soil
    Video
    Marketing technologyValue of advertisingMarketing capabilitiesMarketing operationsMarketing technology

    Knowledge Spotlight: Growing a Global Brand in Local Soil

    WFA

    This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts, this series offers 101 sessions on modern marketing foundations relevant to Asia Pacific. Designed for emerging leaders, from junior to mid-level professionals, looking to enhance their marketing skills and knowledge.

    Read more about "Knowledge Spotlight: Growing a Global Brand in Local Soil"
  2. The rise of insights partnerships
    Report
    Media & analytics

    The rise of insights partnerships

    Ioana Danila

    Insights can make the difference between seizing an opportunity and missing the market. Ioana Danila, Senior Manager, Global Insights at WFA, explains how insights leaders can unlock greater strategic impact through stronger partnerships.

    Read more about "The rise of insights partnerships"
  3. The Candid CMO: Wanda Weigert, Global Chief Brand Officer and Executive Director for Globant
    Expert opinion
    Candid CMO

    The Candid CMO: Wanda Weigert, Global Chief Brand Officer and Executive Director for Globant

    WFA

    Some marketers gain experience by moving around from company to company. For Wanda Weigert, Global Chief Brand Officer and Executive Director for Argentina at technology company Globant, that learning process has happened in situ.

    Read more about "The Candid CMO: Wanda Weigert, Global Chief Brand Officer and Executive Director for Globant"
  4. Sourcing Forum Meeting Overview (April 2025)
    Event reports
    Marketing procurementMarketing procurement

    Sourcing Forum Meeting Overview (April 2025)

    WFA

    Overview of the Sourcing Forum meeting held remotely on the 2nd April 2025

    Read more about "Sourcing Forum Meeting Overview (April 2025)"
  5. Sourcing Forum Meeting Overview, Global Marketer Week (March 2025)
    Event reports

    Sourcing Forum Meeting Overview, Global Marketer Week (March 2025)

    WFA

    Overview of the WFA Sourcing Forum meeting, held in Brussels as part of Global Marketer Week

    Read more about "Sourcing Forum Meeting Overview, Global Marketer Week (March 2025)"
  6. In-House Forum Meeting Overview (March 2025)
    Event reports
    Agency management

    In-House Forum Meeting Overview (March 2025)

    WFA

    Overview of the In-House forum held remotely on 27th March 2025

    Read more about "In-House Forum Meeting Overview (March 2025)"
  7. Halo CMM Community Townhall Meeting
    Video
    Cross-media measurementHalo

    Halo CMM Community Townhall Meeting

    WFA

    Discover the Future of Cross-Media Measurement - April meeting

    Read more about "Halo CMM Community Townhall Meeting"
  8. The impact of GenAI on partner management
    Video
    Marketing procurementAIMarketing procurement

    The impact of GenAI on partner management

    WFA

    This session explored the impact of GenAI on partner management and took place on 2 April 2025 during a Sourcing Forum meeting.

    Read more about "The impact of GenAI on partner management"
  9. Policy Forum Meeting Overview (Global Marketer Week Brussels 2025)
    Event reports
    Advertising & policyGlobal Marketer Week

    Policy Forum Meeting Overview (Global Marketer Week Brussels 2025)

    WFA

    An overview of the Policy Forum held in Brussels on 19 March 2025

    Read more about "Policy Forum Meeting Overview (Global Marketer Week Brussels 2025)"
  10. Marketing leaders highlight key trends at Global Marketer Week 2025
    Video
    CreativityGlobal Marketer WeekAICMO

    Marketing leaders highlight key trends at Global Marketer Week 2025

    WFA

    Marketing leaders and global CMOs identified their main messages and key trends for the industry at the WFA Global Marketer Week in Brussels between April 18 and 21.

    Read more about "Marketing leaders highlight key trends at Global Marketer Week 2025"
  11. RAC Programme Meeting Overview (February 2025)
    Advertising & policy

    RAC Programme Meeting Overview (February 2025)

    WFA

    An overview of the Responsible Advertising and Children (RAC) programme meeting held online on 26 February 2025.

    Read more about "RAC Programme Meeting Overview (February 2025)"
  12. Internationalising Media Agency Contracts
    Report
    Agency managementMedia transformation

    Internationalising Media Agency Contracts

    Tom Ashby

    WFA, in partnership with Robert Wegenek (The Quarterback), has launched a new guide to global media agency contracts, designed to help brands manage these critical relationships better. Tom Ashby, Global Lead Media Services at WFA, explains.

    Read more about "Internationalising Media Agency Contracts"
  13. WFA Better Marketing Pod Ep 39: On Cathay Pacific's marketing secret plus lessons from Asia with Ed Bell
    Expert opinion
    Brand reputation

    WFA Better Marketing Pod Ep 39: On Cathay Pacific's marketing secret plus lessons from Asia with Ed Bell

    WFA

    What does it take to rebuild an airline brand after the devastating impact of a global pandemic? Ed Bell, General Manager Brand, Insights and Marketing Communications at Cathay Pacific, takes us behind the scenes of one of aviation's most remarkable recovery stories.

    Read more about "WFA Better Marketing Pod Ep 39: On Cathay Pacific's marketing secret plus lessons from Asia with Ed Bell"
  14. Benchmark: Innovation in production
    Benchmark
    Agency management

    Benchmark: Innovation in production

    WFA

    WFA member survey on the topic of suggested content production companies in Asia Pacific (or with global reach)

    Read more about "Benchmark: Innovation in production"
  15. Benchmark: Marketing Mix Modelling (MMM) partners in EMEA
    Benchmark

    Benchmark: Marketing Mix Modelling (MMM) partners in EMEA

    WFA

    Which vendors are WFA members using for Marketing Mix Modelling (MMM), and what drives their choice? This latest benchmark gathers peer feedback on key MMM partners.

    Read more about "Benchmark: Marketing Mix Modelling (MMM) partners in EMEA"
  16. Benchmark: Industry insights and intelligence
    Benchmark

    Benchmark: Industry insights and intelligence

    WFA

    The latest WFA benchmark on Industry Insights is now available to members. 

    Read more about "Benchmark: Industry insights and intelligence"
  17. Spotlight: Evaluating Better Ideas
    Video
    Agency managementCreativity

    Spotlight: Evaluating Better Ideas

    WFA

    Discover an in-depth exploration of the findings from The BetterIdeas Project, a groundbreaking global study that WFA partnered on that tackles one of the toughest challenges for marketers: evaluating ideas.

    Read more about "Spotlight: Evaluating Better Ideas"
  18. More than half of multinational brands plan to boost influencer market spend
    BenchmarkGuides & templates
    Influencer marketing

    More than half of multinational brands plan to boost influencer market spend

    WFA

    New WFA research indicates 60% of marketers say influencer marketing is becoming more important. WFA has launched new guidance for brands as regulatory and reputational pressures grow.

    Read more about "More than half of multinational brands plan to boost influencer market spend"
  19. WFA Better Marketing Pod Ep 38: On navigating culture, meaning and purpose with marketing professor Marcus Collins
    Expert opinion
    Culture

    WFA Better Marketing Pod Ep 38: On navigating culture, meaning and purpose with marketing professor Marcus Collins

    WFA

    What makes a brand truly meaningful in people's lives? In this captivating conversation with Dr Marcus Collins - professor, agency strategist, and cultural marketing expert - we explore how the most powerful brands transcend their product categories to become vessels of meaning in culture.

    Read more about "WFA Better Marketing Pod Ep 38: On navigating culture, meaning and purpose with marketing professor Marcus Collins"
  20. Benchmark: Insights investments & budgets 2025
    Benchmark

    Benchmark: Insights investments & budgets 2025

    WFA

    How are leading brands investing in consumer insights and market research? The latest WFA Insights Forum Benchmark explores how companies are balancing traditional research with emerging AI-powered methodologies, shifting budgets, and evaluating the ROI of insights.

    Read more about "Benchmark: Insights investments & budgets 2025"
  21. Highlights from Global Marketer Week 2025
    Video
    Global Marketer Week

    Highlights from Global Marketer Week 2025

    WFA

    Global Marketer Week, the event for international marketers, went to Brussels in March 2025. See the highlights below from another week of discovery, inspiration and learning with the best minds of the industry. View more highlights and speaker sessions at gmw.wfanet.org.

    Read more about "Highlights from Global Marketer Week 2025"