WFA: Protecting and maximizing your ad investment
WFA has a dual mission:
Taking the lead in setting global best practice standards in thefield
of media and advertising;
Speaking out on behalf of its members when local practices fall short
of global best practice standards;
To obtain these objectives, it is essential that WFA advocate the fundamental
importance of commercial communications to the global economy while promoting
a better understanding of advertising, its role in promoting consumer choice
and its wider benefits.
1. Protecting the right to advertise responsibly
Companies have a right to responsibly promote their products and services. Advertising
enhances consumer knowledge and choice, largely pays for TV programming, sporting
and cultural events and aids competition in the wider economy. Nevertheless, the legitimacy of advertising is being increasingly questioned.
Advertising is often the scapegoat for activists and the target for regulators.
New issues and threats are arising at national, regional and global levels.
Advertisers worldwide need to be aware of any economic trading region introducing
advertising legislation since there is often a spillover effect: issues rapidly
transcend national borders and become international.
Whether it is an issue of advertising and children, advertising on the Internet
or the advertising of snack foods, cars or financial services, WFA is recognized
as the face of industry before national governments, European Institutions
and Global authorities (World Health Organization, International Chamber of
Commerce, United Nations etc.)
2. Getting you better value on your ad spend
Increasing numbers of international advertisers confront the same challenges
when it comes to managing and optimizing media budgets. WFA offers advertisers a unique global platform to come together, agree on
common issues and to voice concerns that significantly impact the effectiveness
of their ad spend. WFA is:
Taking the lead in setting global best practice standards in the field of
media and advertising;
Speaking out on behalf of its members when local practices fall short of global
best practice standards;
Through National Associations in nearly 50 countries, WFA members have a
unique vantage point from which to confront emerging opportunities and threats
and thereby optimize their media strategies.
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