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Marketing effectivenessRory Sutherland on fat-tailed marketing and why creativity outperforms efficiency
Read more about "Rory Sutherland on fat-tailed marketing and why creativity outperforms efficiency"The biggest wins in marketing rarely fit into neat dashboards. Marketing guru Rory Sutherland joins us to unpack why creativity is “fat-tailed,” how a few outlier ideas create the lion’s share of value, and why short-term incentives push teams to optimise what’s easy to count rather than what actually compounds.
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Candid CMOThe Candid CMO: François Bazini, Chief Marketing Officer for Suntory Beverage & Food Europe
Read more about "The Candid CMO: François Bazini, Chief Marketing Officer for Suntory Beverage & Food Europe"International marketing and working in a local market are very different says the CMO of Suntory Beverage & Food Europe (SBFE).
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Global Marketer of the YearEffective integration for growth
Read more about "Effective integration for growth"How do marketers effectively combine people, creativity and technology? The Global Marketer of the Year 2025 jury share their thoughts.
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Culture5 lessons for building an impactful career in Insights
Read more about "5 lessons for building an impactful career in Insights"Career paths are rarely linear in Insights. Ioana Danila, WFA's Insight Forum lead, sums up key challenges and opportunities for professionals seeking to elevate their role within an organisation, drawing from conversations between senior Insights leaders at recent WFA events.
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Global Marketer of the Year
The future of marketing leadership
Read more about "The future of marketing leadership"We asked the Global Marketer of the Year 2025 jury which qualities will be most important for marketing leaders in the months and years to come.
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Brand reputationMagnum Ice Cream's CMO on Unilever, Minecraft ice cream and cultural relevance
Read more about "Magnum Ice Cream's CMO on Unilever, Minecraft ice cream and cultural relevance"What happens when you need to build a completely new company while still delivering exceptional business results? Leyal Eskin Yilmaz, CMO Europe, UKI, ANZ & Head of Global Brands - and CMO of the newly forming Magnum Ice Cream Company, describes this challenging transition as “building a new house while living in it": simultaneously exciting, humbling and occasionally uncomfortable.
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Marketing technologyAIMarketing technologyAI essentials: MIT reality check, the sustainability paradox, US deregulation and EU Code of Practice
Read more about "AI essentials: MIT reality check, the sustainability paradox, US deregulation and EU Code of Practice"AI is transforming the way marketers work. Gabrielle Robitaille, Policy Director at WFA, looks at the latest developments and how they impact marketing and media.
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Advertising & policyThe success of alcohol marketing self-regulation
Read more about "The success of alcohol marketing self-regulation"Leading beer, wine and spirits brands are demonstrating that growth and positive societal benefits can co-exist. Gabrielle Robitaille, WFA Director of Policy, explains how collective efforts can promote greater awareness of moderation and encourage responsible drinking.
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Brand reputationWFA Better Marketing Pod Episode 42 with marketing guru Seth Godin
Read more about "WFA Better Marketing Pod Episode 42 with marketing guru Seth Godin"What happens when one of marketing's most influential thinkers shares his unfiltered wisdom about the state of our industry? Seth Godin joins the WFA Better Marketing Podcast to deliver profound insights that challenge conventional thinking about what makes marketing truly effective.
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SustainabilityIt’s time for radical innovation
Read more about "It’s time for radical innovation"Brands could create long-term wins through product, service and business model innovation.
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CMOCMO Forum“The most exciting profession to be in.” How to promote marketing as a winning career
Read more about "“The most exciting profession to be in.” How to promote marketing as a winning career"Talent will play a huge part in ensuring marketing thrives. WFA in partnership with The Drum asked industry leaders how best to ensure that the brightest and best follow in their footsteps and create a positive pipeline of future leaders.
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Candid CMOThe Candid CMO: Cheryl Goh, Group VP of Marketing and Sustainability and Founding CMO at Grab
Read more about "The Candid CMO: Cheryl Goh, Group VP of Marketing and Sustainability and Founding CMO at Grab"When you’ve been with the company since Day 1, change is inevitable. Cheryl Goh, Group VP of Marketing at Grab, explains how discovering marketing, defying consensus and being purpose-driven are key to her career.
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Cannes LionsKey trends from Cannes jurors and commentators
Read more about "Key trends from Cannes jurors and commentators"Cannes Lions jury presidents and commentators share their views on this year's edition of the festival.
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Cannes LionsWhat do CMOs want from Cannes?
Read more about "What do CMOs want from Cannes?"Delegates at WFA Global Marketer Week were asked what the issues were they would like to see make headlines at Cannes Lions this year.
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Marketing technologyAIMarketing technology
AI essentials: carbon footprints, generative engine optimisation, agentic commerce and rogue agents
Read more about "AI essentials: carbon footprints, generative engine optimisation, agentic commerce and rogue agents"AI is transforming the way marketers work. Gabrielle Robitaille, Policy Director at WFA, looks at the latest developments and how they impact marketing and media.
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Brand reputationWFA Better Marketing Pod Episode 41 with Marcel Marcondes, AB InBev
Read more about "WFA Better Marketing Pod Episode 41 with Marcel Marcondes, AB InBev"The marketing landscape is undergoing profound shifts, requiring marketers to rethink traditional approaches. At the forefront of this evolution stands Marcel Marcondes, AB InBev's Global CMO and winner of the 2024 WFA Global Marketer of the Year award. His philosophy brings a refreshing clarity to how marketing should function today: as a bridge between consumers and business.
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Candid CMOThe Candid CMO: Conny Kalcher, Group Chief Customer Officer at Zurich
Read more about "The Candid CMO: Conny Kalcher, Group Chief Customer Officer at Zurich"Conny Kalcher, Group Chief Customer Officer at Zurich Insurance, explains the appeal of the insurance industry and how the right metrics can prove the power of marketing.
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AIWFA Better Marketing Pod Ep 40: On agency experience, AI and messaging with Nicola Mendelsohn, Meta
Read more about "WFA Better Marketing Pod Ep 40: On agency experience, AI and messaging with Nicola Mendelsohn, Meta"In this episode of the Better Marketing Podcast, Nicola Mendelsohn, Meta's Head of Global Business Group, shares insights on how Meta is transforming from a teenage platform to a mature business partner for advertisers with innovative tools, AI implementation and a renewed focus on effectiveness.
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Marketing technologyAIMarketing technology
AI essentials: agents, AI influencers, regulation targets use of synthetic humans, Meta EU rollout, in-house agencies
Read more about "AI essentials: agents, AI influencers, regulation targets use of synthetic humans, Meta EU rollout, in-house agencies"AI is transforming the way marketers work. Gabrielle Robitaille, Policy Director at WFA, looks at the latest developments and how they impact marketing and media.
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Candid CMOThe Candid CMO: Wanda Weigert, Global Chief Brand Officer and Executive Director for Globant
Read more about "The Candid CMO: Wanda Weigert, Global Chief Brand Officer and Executive Director for Globant"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.
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Brand reputationWFA Better Marketing Pod Ep 39: On Cathay Pacific's marketing secret plus lessons from Asia with Ed Bell
Read more about "WFA Better Marketing Pod Ep 39: On Cathay Pacific's marketing secret plus lessons from Asia with Ed Bell"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.
