Posts about Marketing strategy

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. Benchmark: Digital in-housing from agency point of view
    Benchmark
    Agency managementIn-housingMarketing operations

    Benchmark: Digital in-housing from agency point of view

    WFA

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

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  2. In-House Forum Overview (October 2021)
    Event reports
    In-housingCMO ForumMarketing capabilities

    In-House Forum Overview (October 2021)

    WFA

    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)"
  3. Planet Pledge Leaders' Forum: Poll results
    Benchmark
    Advertising & policyMarketing strategySustainabilityMarketing organisationMarketing strategy

    Planet Pledge Leaders' Forum: Poll results

    WFA

    This report contains results from a survey amongst WFA Planet Pledge signatories and some considering singing. 17 companies responded. 14 were already signatories. 

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  4. Four major multinationals and 22 national advertiser associations rally behind WFA’s Planet Pledge
    Press releases
    Advertising & policyBrand reputation

    Four major multinationals and 22 national advertiser associations rally behind WFA’s Planet Pledge

    WFA

    Drinks companies Asahi Europe & International, Carlsberg Group and Pernod Ricard as well as IKEA have joined 13 other major multinationals in harnessing the power of marketing to drive change both internally and among consumers

    National advertiser associations in 22 countries will also promote the scheme to local brands and share learnings of how marketers can lead on sustainability

    Read more about "Four major multinationals and 22 national advertiser associations rally behind WFA’s Planet Pledge"
  5. CMO Forum meeting overview (September 2021)
    Event reports
    Agency managementCreativityMarketing structureCMO ForumDigital media transformation

    CMO Forum meeting overview (September 2021)

    WFA

    Overview of the CMO Forum held remotely on September 8, 2021.

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  6. Five CMOs with five post lockdown tips
    Expert opinionVideo
    Brand purposeBrand reputationMarketing structureDigital media transformationMarketing capabilities

    Five CMOs with five post lockdown tips

    WFA

    Leading global marketers share five back-to-school tips with WFA’s Better Marketing Pod with David Wheldon

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  7. This can be marketing’s time. You just need to earn it.
    Expert opinion
    Marketing capabilitiesMarketing operations

    This can be marketing’s time. You just need to earn it.

    Russell Parsons

    As brands and economies recover, there’s an opportunity for marketers to shine but they must get some basics right first, says Russell Parsons, Marketing Week Editor-in-Chief.

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  8. Planet Pledge Leaders' Forum - Meeting Overview
    Event reports
    Advertising & policySustainability

    Planet Pledge Leaders' Forum - Meeting Overview

    WFA

    An overview of the inaugural meeting of the Planet Pledge Leaders' Forum held remotely on 2 September 2021.

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  9. In conversation with four marketing stars for the future
    Expert opinion
    Brand purposeBrand reputation

    In conversation with four marketing stars for the future

    WFA

    WFA worked with industry publication The Drum to identify this year’s Future 50, the best new marketing talent from around the world who are taking our industry forward.

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  10. The Media Capability Gap
    Benchmark
    Marketing operationsMarketing organisation

    The Media Capability Gap

    WFA, Ebiquity

    A research report on the anatomical structures and priorities of the client-side media department.

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  11. Learning from the Sourcing Board
    Expert opinionEvent reports
    Marketing procurementMarketing procurement

    Learning from the Sourcing Board

    WFA

    Three WFA Sourcing Board members share on how they are going about positioning marketing procurement as a vector of growth and a valued business partner rather than as a simple driver of savings.

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  12. WFA creates three new groups to address key marketer priorities
    Press releases
    Agency managementMarketing capabilities

    WFA creates three new groups to address key marketer priorities

    WFA

    New Forums will allow for peer-to-peer learning around key areas of concern

    Groups will be chaired by senior marketers from AB InBev, Reckitt and Unilever

    Read more about "WFA creates three new groups to address key marketer priorities"
  13. WFA Better Marketing Pod Ep 9: On purpose, Orlando Bloom and teaching from Tasmania with Professor Mark Ritson
    Expert opinionVideo
    Advertising & policyBrand purposeBrand reputationInclusive marketingDigital media transformation

    WFA Better Marketing Pod Ep 9: On purpose, Orlando Bloom and teaching from Tasmania with Professor Mark Ritson

    WFA

    WFA podcast host, David Wheldon, speaks with the inimitable marketing professor and industry commentator, Mark Ritson.

    Read more about "WFA Better Marketing Pod Ep 9: On purpose, Orlando Bloom and teaching from Tasmania with Professor Mark Ritson"
  14. Insight Forum Overview (June 2021)
    Event reports
    Influencer marketingMarketing strategyMarketing strategy

    Insight Forum Overview (June 2021)

    WFA

    Meeting overview from WFA’s Insight Forum meeting on 23 June 2021, which took place remotely.

    Read more about "Insight Forum Overview (June 2021)"
  15. Spotlight on marketing and sustainability: bridging the gaps around the world
    BenchmarkVideo
    Advertising & policyMarketing structureSustainabilityCMO ForumMarketing operations

    Spotlight on marketing and sustainability: bridging the gaps around the world

    WFA

    Join WFA and behavioural science agency BVA Nudge Unit as they share the global and regional insights from the world’s first marketing and sustainability study created in partnership with 34 national advertiser associations.

    Read more about "Spotlight on marketing and sustainability: bridging the gaps around the world"
  16. Get comfortable with sustainability
    Expert opinionBenchmarkReport
    Brand purposeBrand reputationMarketing capabilitiesMarketing operations

    Get comfortable with sustainability

    Scott Young

    The key insight from the WFA’s Marketing and Sustainability: Closing the Gaps research is that marketers need to get more comfortable with the topic. Scott Young from BVA Nudge Unit explains how that’s possible.

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  17. Marketing’s Missing P: Planet
    Expert opinion
    Brand purposeBrand reputationSustainabilityMarketing operations

    Marketing’s Missing P: Planet

    Thomas Lingard, Global Climate & Environment Director, Unilever

    Is marketing at odds with sustainability? Thomas Lingard, Global Climate & Environment Director, Unilever, shares his view on how marketers can be a positive force for change.

    Read more about "Marketing’s Missing P: Planet"
  18. Capability Forum Overview (June 2021)
    Event reports
    CMO ForumMarketing operations

    Capability Forum Overview (June 2021)

    WFA

    Meeting overview and presentations from WFA’s Capability Forum meeting on 8 June 2021, which took place remotely.

    Read more about "Capability Forum Overview (June 2021)"
  19. CMO Forum meeting overview (June 2021)
    Event reports
    Agency managementMarketing structureCMO ForumDigital media transformation

    CMO Forum meeting overview (June 2021)

    WFA

    Overview of the CMO Forum held remotely on June 2, 2021.

    Read more about "CMO Forum meeting overview (June 2021)"
  20. How are you helping marketing get on the sustainability journey?
    Expert opinion
    Brand purposeBrand reputationSustainability

    How are you helping marketing get on the sustainability journey?

    WFA

    We asked three leading CMOs how their organisation was taking action to improve the sustainability of their messages and their products.

    Read more about "How are you helping marketing get on the sustainability journey?"
  21. New metrics for a growth agenda
    Expert opinion
    Marketing procurementMarketing procurement

    New metrics for a growth agenda

    Laura Forcetti

    Moving from a savings outlook to a value-creation approach requires new methods of measuring progress. Building on discussions within WFA's Sourcing Forum, Simraan Kulkarni, WFA Sourcing Manager, shares on three areas where new metrics can be used.

    Read more about "New metrics for a growth agenda"