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. WFA position paper on EU Digital Fairness Fitness Check
    Briefings & position papers
    Advertising & policyDigital policy

    WFA position paper on EU Digital Fairness Fitness Check

    WFA

    Potential policy positions that will guide WFA's advocacy on the Digital Fairness Act’s future legislative process as well as next steps.

    Read more about "WFA position paper on EU Digital Fairness Fitness Check"
  2. Media Forum Meeting Overview, New York, December 2024
    Event reports

    Media Forum Meeting Overview, New York, December 2024

    WFA

    Overview of the WFA Media Forum meeting, held in New York as a part of WFA’s Forum Connect 

    Read more about "Media Forum Meeting Overview, New York, December 2024"
  3. Insight Forum Meeting Overview (December 2024)
    Event reports

    Insight Forum Meeting Overview (December 2024)

    WFA

    Overview of the Insight Forum, part of Forum Connect NYC, December 2024

    Read more about "Insight Forum Meeting Overview (December 2024)"
  4. Sourcing Forum Meeting Overview, Forum Connect, New York (December 2024)
    Event reports
    Marketing procurementMarketing procurement

    Sourcing Forum Meeting Overview, Forum Connect, New York (December 2024)

    WFA

    Overview of the WFA Sourcing Forum meeting, held in New York as part of Forum Connect

    Read more about "Sourcing Forum Meeting Overview, Forum Connect, New York (December 2024)"
  5. Marketing Capability Forum Meeting Overview (October 2024)
    Event reports
    Marketing capabilities

    Marketing Capability Forum Meeting Overview (October 2024)

    WFA

    Overview of the WFA Marketing Capability Forum held in person in London

    Read more about "Marketing Capability Forum Meeting Overview (October 2024)"
  6. How creativity can drive sustainable action
    Video
    Sustainability

    How creativity can drive sustainable action

    WFA

    In 2025, WFA and Kantar will launch a series of case study led playbooks to help take Sustainable Marketing 2030 from theory into practice for marketers. The first playbook, published in January 25, focuses on creativity.

    Read more about "How creativity can drive sustainable action"
  7. WFA Better Marketing Pod Ep 36: On being AI-able with Mark Ritson and his AI alter ego, the Ritbot
    Expert opinion
    CreativitySustainabilityAI

    WFA Better Marketing Pod Ep 36: On being AI-able with Mark Ritson and his AI alter ego, the Ritbot

    WFA

    In this episode of WFA's Better Marketing Podcast, David Wheldon speaks to marketing guru, Mark Ritson, and his AI-generated alter ego, the Ritbot. 

    Read more about "WFA Better Marketing Pod Ep 36: On being AI-able with Mark Ritson and his AI alter ego, the Ritbot"
  8. The World Ahead 2025 with Tom Standage (The Economist)
    Video

    The World Ahead 2025 with Tom Standage (The Economist)

    WFA

    The Economist’s predictive look to the year ahead. Tom Standage, Deputy Editor of The Economist and Editor of The World Ahead, provides an exclusive, first insight into the top 10 topics of the upcoming The World Ahead 2025 report.

    Read more about "The World Ahead 2025 with Tom Standage (The Economist)"
  9. Is it time for a marketing makeover?
    Expert opinion
    Brand purposeBrand reputationCreativityCannes LionsCMO ForumDigital media transformationMarketing capabilities

    Is it time for a marketing makeover?

    WFA

    WFA and The Drum have teamed up to ask marketing leaders about some of the key challenges our profession faces.

    Read more about "Is it time for a marketing makeover?"
  10. Uniting Minds and Functions in 2024
    Forum ConnectCMO Forum

    Uniting Minds and Functions in 2024

    Rob Dreblow

    WFA members know that the strength of our forums lies in their focus: servicing specific client-side functions. But that very strength also risks exacerbating the global silos that we need to break down.  

    Read more about "Uniting Minds and Functions in 2024"
  11. Five predictions for 2025
    Expert opinion
    Marketing technologyAIMarketing technology

    Five predictions for 2025

    WFA

    WFA experts look ahead to identify the key issues for brands as they look forward to the new year.

    Read more about "Five predictions for 2025"
  12. WFA CEO looks back at 2024
    Expert opinion

    WFA CEO looks back at 2024

    Stephan Loerke

    WFA’s year has reflected the rapidly evolving and uncertain economic and geo-political landscape in which we and our members operate. It’s been a bit of a rollercoaster with both lows and highs.

    Read more about "WFA CEO looks back at 2024"
  13. How will the cultural events of 2024 define your 2025?
    Expert opinion
    Advertising & policyInclusive marketing

    How will the cultural events of 2024 define your 2025?

    Creative Equals

    2024 has been a whirlwind year of changes and challenges. WFA strategic partners, Creative Equals, share four key cultural opportunities for brands to strategically disrupt categories, create engaging, authentic and inclusive creative work in 2025. 

    Read more about "How will the cultural events of 2024 define your 2025?"
  14. Benchmark: Global Marketing Organisation Scale
    Benchmark
    Marketing structureCMO Forum

    Benchmark: Global Marketing Organisation Scale

    WFA

    WFA member benchmark exploring global marketing organisation scale

    Read more about "Benchmark: Global Marketing Organisation Scale"
  15. RAC Programme Meeting Overview (November 2024)
    Advertising & policy

    RAC Programme Meeting Overview (November 2024)

    WFA

    Meeting overview and presentations from WFA’s Responsible Advertising and Children (RAC) meeting on 27 November 2024.

    Read more about "RAC Programme Meeting Overview (November 2024)"
  16. Halo CMM Community Townhall Meeting
    Video
    Cross-media measurementHalo

    Halo CMM Community Townhall Meeting

    WFA

    Discover the Future of Cross-Media Measurement - December 2024 meeting

    Read more about "Halo CMM Community Townhall Meeting"
  17. PAG Meeting Overview (November 2024)
    Event reports
    Advertising & policyDigital policy

    PAG Meeting Overview (November 2024)

    WFA

    Meeting overview and presentations from WFA’s Policy Action Group (PAG) meeting on 26 November 2024

    Read more about "PAG Meeting Overview (November 2024)"
  18. Video

    Regional WFA-IARD Webinar for Africa

    Jon Baldwin Quintanilla

    Setting standards that effectively protect minors in digital environments.

    Read more about "Regional WFA-IARD Webinar for Africa"
  19. Raja Rajamannar on the qualities required of the modern-day CMO
    Expert opinion
    Brand purposeBrand reputationGlobal Marketer of the YearMarketing capabilities

    Raja Rajamannar on the qualities required of the modern-day CMO

    The Drum

    As the race to be crowned Global Marketer of the Year heats up, the Mastercard marketer and jury president tells The Drum what it takes to excel in today’s ever-evolving marketing world.

    Read more about "Raja Rajamannar on the qualities required of the modern-day CMO"
  20. AI Community meeting overview (November 2024)
    Video
    Digital policyMarketing technologyAIMarketing technology

    AI Community meeting overview (November 2024)

    WFA

    WFA’s AI Community aims to equip brand marketers with the knowledge, insights and practical guidance needed to leverage the potential of AI in an effective, safe and responsible way.

    Read more about "AI Community meeting overview (November 2024)"
  21. Insight Forum Meeting Overview (November 2024)
    Event reports

    Insight Forum Meeting Overview (November 2024)

    WFA

    Overview of the Insight Forum held remotely, November 2024

    Read more about "Insight Forum Meeting Overview (November 2024)"