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WFA launches Guide to Better Marketing

Guide gathers insights from 10 years of exploring what makes for great marketing in the digital age

/ Introduction

Eighty percent of companies believe they deliver great experiences, according to Bain & Company. But only 8% of consumers agree. People wouldn’t care if 77% of brands disappeared tomorrow, say Havas. How can brands be so out of kilter with the customers they are there to serve?

For the last 10 years, Project Reconnect has been WFA’s platform to reconnect brands and consumers. We’ve been exploring how brands can remain relevant and meaningful in today’s fast-changing, hyper-connected, ultra-distracting world. Put simply, we tried to identify what makes for great brand marketing in the digital age.

With the support of our longstanding supporters and partners on this journey, Karmarama, we’ve now pulled together some of what we learned over the past decade in a guide entitled ‘Putting People First’. The guide was launched at WFA Global Marketer Week 2019 to mark the anniversary of the initiative, now rebranded to ‘Better Marketing’. Because ultimately that’s what we’re all aspiring to.

WFA members can download the report here or by clicking on the ‘Download’ button on this page.

Contact us

For more information or questions, please contact Will Gilroy
at w.gilroy@wfanet.org.