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. Spotlight: More effective B2B influencer marketing
    Video
    Influencer marketingMarketing capabilitiesMarketing operations

    Spotlight: More effective B2B influencer marketing

    WFA

    From diagnosis to activation, join this session to discover how Brainlabs identifies the moments and contexts where influencers can drive transformative outcomes.

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

    Privacy and Tech Forum

    Gabrielle Robitaille

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

    Read more about "Privacy and Tech Forum"
  3. Diageo - How can brands successfully communicate on water sustainability actions?
    Case studies
    Sustainability

    Diageo - How can brands successfully communicate on water sustainability actions?

    WFA

    Diageo looked to explore the water sustainability conversation and understand how to best communicate effectively on this topic, by leveraging search and social data in a way that would positively resonate with consumers and influencers alike.

    Read more about "Diageo - How can brands successfully communicate on water sustainability actions?"
  4. Cannes Lions

    WFA at Cannes

    WFA

    Each year at Cannes, WFA brings together a programme of events available to WFA members, including WFA co-hosted events and WFA speaker sessions (indicated in red) and 3rd party sessions (indicated in blue) taking place across the week. We hope these will help you connect, learn and make the most of your time in Cannes.

    Read more about "WFA at Cannes"
  5. Halo CMM Community Townhall Meeting
    Video
    Cross-media measurementHalo

    Halo CMM Community Townhall Meeting

    WFA

    Discover the Future of Cross-Media Measurement - February Meeting

    Read more about "Halo CMM Community Townhall Meeting"
  6. Video

    Regional WFA-IARD Webinar for APAC

    Jon Baldwin Quintanilla

    Setting standards that effectively protect minors in digital environments.

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

    Knowledge Spotlight: Search Engine Optimisation (SEO) 101

    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: Search Engine Optimisation (SEO) 101"
  8. AB InBev CMO wins Global Marketer of the Year
    Press releases
    Global Marketer of the Year

    AB InBev CMO wins Global Marketer of the Year

    WFA

    Marcel Marcondes, Global Chief Marketing Officer, AB InBev has won the 2024 WFA Global Marketer of the Year, WFA’s annual celebration of great marketing leadership, organised in partnership with The Drum. Marcondes was one of five shortlisted candidates and topped the combined public and expert jury vote.

    Read more about "AB InBev CMO wins Global Marketer of the Year"
  9. The Candid CMO: Jiunn Shih, Global Chief Marketing, Innovation and Sustainability Officer at Zespri
    Expert opinion
    Candid CMO

    The Candid CMO: Jiunn Shih, Global Chief Marketing, Innovation and Sustainability Officer at Zespri

    WFA

    In the first of a new series, WFA chats to the global marketing lead for Zespri to explore his marketing journey from boyhood to his current ambitions for New Zealand’s kiwi exporting behemoth.

    Read more about "The Candid CMO: Jiunn Shih, Global Chief Marketing, Innovation and Sustainability Officer at Zespri"
  10. WFA President’s Vision for 2025
    CreativityMarketing technologyAIMarketing technology

    WFA President’s Vision for 2025

    Raja Rajamannar

    Marketers have a tremendous opportunity to drive innovation and impact in 2025, says WFA President and Chief Marketing and Communications Officer at Mastercard Raja Rajamannar.

    Read more about "WFA President’s Vision for 2025"
  11. Top WFA content in 2024 to get you ahead in 2025
    CreativityAI

    Top WFA content in 2024 to get you ahead in 2025

    WFA

    We have compiled an overview of 2024 content that’s been most popular with WFA members and, where appropriate, with the wider marketing community.

    Read more about "Top WFA content in 2024 to get you ahead in 2025"
  12. Cross-media measurement is an advertisers’ North Star
    Cross-media measurementHalo

    Cross-media measurement is an advertisers’ North Star

    Matt Green, Rishi Saxena

    Campaigns now typically feature nine different touchpoints, making the challenge of measuring impact more acute, but more vital than ever. Matt Green and Rishi Saxena unveil new WFA research and point to the progress made with WFA’s North Star Halo programme – an enabler for Origin in the UK and Aquila in the US.

    Read more about "Cross-media measurement is an advertisers’ North Star"
  13. Major multinationals identify six key IP risks of GenAI in marketing
    Marketing technologyAIMarketing technology

    Major multinationals identify six key IP risks of GenAI in marketing

    Gabrielle Robitaille

    Marketers fears about IP and copyright are stopping brands taking advantage of the benefits. This new WFA report highlights options open to advertisers to create safe spaces for GenAI use.

    Read more about "Major multinationals identify six key IP risks of GenAI in marketing"
  14. Responsible Food Marketing Policy: WFA key messages
    Briefings & position papers

    Responsible Food Marketing Policy: WFA key messages

    WFA

    WFA’s key messages advocating for proportionate, evidence-based and robust policies on food marketing and children.

    Read more about "Responsible Food Marketing Policy: WFA key messages"
  15. Nine WFA partner predictions for 2025
    CreativityMarketing technologyAIMarketing technology

    Nine WFA partner predictions for 2025

    WFA

    WFA's strategic partners share their global marketing predictions for 2025.

    Read more about "Nine WFA partner predictions for 2025"
  16. Spotlight: A 2024 Agency Roundup - Beyond the Surface
    Video

    Spotlight: A 2024 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 2024 Agency Roundup - Beyond the Surface"
  17. Spotlight: Sustainable Marketing 2030 - Creativity into Action
    Video
    Sustainability

    Spotlight: Sustainable Marketing 2030 - Creativity into Action

    WFA

    Learn more about the role of creativity in sustainable transformation from WFA and Kantar.

    Read more about "Spotlight: Sustainable Marketing 2030 - Creativity into Action"
  18. Knowledge Spotlight: Trends in the APAC New Business Landscape
    Video
    Advertising & policyAgency managementMarketing effectivenessMarketing procurementMarketing technologyMarketing capabilitiesMarketing procurementMarketing technology

    Knowledge Spotlight: Trends in the APAC New Business Landscape

    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: Trends in the APAC New Business Landscape"
  19. Sustainability into Action
    Sustainability

    Sustainability into Action

    WFA

    New series of WFA playbooks on sustainable marketing from WFA and Kantar offers marketers guidance on how to put theory into practice, starting with the power of storytelling.

    Read more about "Sustainability into Action"
  20. Benchmark
    Marketing capabilities

    Benchmark: Marketing academy development and management

    WFA

    WFA member benchmark on best practices for developing and maintaining a marketing academy

    Read more about "Benchmark: Marketing academy development and management"
  21. Research: Global marketing procurement structures and operating models
    Benchmark
    Marketing procurementMarketing structureMarketing procurement

    Research: Global marketing procurement structures and operating models

    WFA

    Access WFA’s research on global marketing procurement structures and operating models.

    Read more about "Research: Global marketing procurement structures and operating models"