In this episode of WFA's Better Marketing Podcast, David Wheldon speaks to Primark's Chief Customer Officer, Michelle McEttrick, about pivoting from a 'no marketing' approach to putting brand at the core of a new customer proposition and expansion strategy.

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.

We asked 13 industry experts at Global Marketer Week in Toronto what big issues ad land should prioritise in Cannes this year. Four big themes dominate their demands: creativity, purpose, AI and impact.

This year we talked again to some of the brightest minds in the industry for our WFA podcast, bringing you tips and insights for better global marketing. As the year draws to a close, host David Wheldon gives his 2023 podcast highlights:

In episode 29 of the Better Marketing Pod, host David Wheldon speaks with Cristina Diezhandino, Chief Marketing Officer at Diageo and WFA Global Marketer of 2022, about the importance of creative precision, the role of emerging markets, Diageo's brand building - and selecting the best cocktail maker in the world.

This year’s Cannes Lions had a real buzz about it. Clients seemed re-energised by the reprioritisation of creative effectiveness and real purpose, and the challenges of addressing sustainability and inclusion. Stephan Loerke, WFA CEO, provides his take-aways from five days in the south of France.

Raja shares how Mastercard has sought to reimagine value through a sustainability lens and outline how marketing has become a driver of better behaviours within their partner ecosystem. Building on this, Brian lauches results from a unique global pilot initiative, in partnership with Mastercard and a select group of global brand owners, to dramatically reduce the carbon footprint of programmatic advertising.

WFA research finds 88% of large corporates have a Responsible Marketing Framework but they rarely cover all priority areas; marketing and children, influencer marketing, data ethics, diversity and inclusion, responsible media and environmental sustainability.

While 87% say they are increasingly critical, only 47% link their frameworks to ESG goals.

Fewer than half of marketing departments have taken the lead in their sustainability journeys but the will to transform has grown

Forty-one percent say they now have a sustainability story they are proud to communicate, up from 25% in 2021