Better Marketing

Better Marketing

Better Marketing
/ Introduction

Better Marketing: Putting People First

WFA’s purpose is Better Marketing. It’s born from the belief that brands don’t always get it right, they can sometimes be tone deaf and that the industry needs to be a better listener if brands are to increasingly align with what people want and expect. We’ve pulled together 10 years of learnings in our guide, entitled ‘Putting People First’, which WFA members can download here (now available in English in Spanish). 

Putting People First
2019 Report

Putting People First

“For 10 years, Project Reconnect has been challenging the status quo in the marketing industry – it’s a rallying cry to put people first and, critically, the only way we will be able to make marketing noble again.” (Marc Mathieu, CMO, Samsung Electronics America)

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Better Marketing videos

How can marketing change the world? Highlights from WFA's Better Marketing 2019, Lisbon

Adrian Lovett, World Wide Web Foundation

Jon Wilkins, Karmarama

Paul Kemp-Robertson, Contagious: Marketing can deliver positive social and political change

Belinda J. Smith, EA: Marketing can be a force for positive gender and ethnicity portrayals

Better Marketing presentations

Belinda J. Smith, EA: Marketing can be a force for positive gender and ethnicity portrayals

Jon Wilkins, Karmarama: Marketing can deliver meaningful human experiences

Adrian Lovett, World Wide Web Foundation: Marketing can save the Internet

Paul Kemp-Robertson, Contagious: Marketing can deliver positive social and political change

10 years of Project Reconnect: What we've learned

Better Marketing session photos

Better Marketing - Image 15

Project Reconnect Research

2018: WFA Project Reconnect masterdeck

2015: WFA/Karmarama/We Are Social research on Marketing's 7 Deadly Sins

2014: WFA/We Are Social on the new 4Ps of marketing in the connected age

2014: WFA/Edelman research into putting 'purpose' into marketing

2011: WFA Project Reconnect research

Better Marketing with The Economist

The future of the ageny model

Platform Challenges

Data opportunities

The CMO agenda

Cannes 2018 highlights

The death of advertising

Gender and diversity

Purpose

Project Reconnect event highlights

Brands that deliver creativity outperform their categories 12 times

Some potential solutions to the backlash against marketing

What are people's main criticisms about marketing?

If you create engaged colleagues, you create engaged customers

Robert Madelin on 'brands with purpose

Wheldon: "They used to call me their 'insultant' "

Wilkins: "Very few brands can engage in cultural issues"

We need to blur the lines between clients and agencies

Solving pain points in the customer journey

#brandfail @WFAReconnect (highlights)

"Fail once, but never fail twice"

The Silicon Valley disruptors: your new competitor set

"Most brands don't put the customer first"

Better Marketing News

  1. How do you create sustainable growth? 3 more experts share their views
    Opinions
    12 Apr 2023
    Self-regulationBrand purposeBrand reputation

    How do you create sustainable growth? 3 more experts share their views

    Ahead of WFA Global Marketer Week in Istanbul, we asked three thought-leaders for their views on how to achieve the holy grail of…

    Read more about "How do you create sustainable growth? 3 more experts share their views"
  2. How do you create sustainable growth? 3 experts share their views
    8 Mar 2023

    How do you create sustainable growth? 3 experts share their views

    Ahead of WFA Global Marketer Week in Istanbul, we asked three thought leaders for their views on how to achieve the holy grail of…

    Read more about "How do you create sustainable growth? 3 experts share their views"
  3. WFA Better Marketing Pod Ep 23: On turning an airline into a travel super-app with Rudy Khaw, AirAsia
    OpinionsVideos & webinars
    9 Feb 2023
    Integrated marketingDigital transformationMarketing operations

    WFA Better Marketing Pod Ep 23: On turning an airline into a travel super-app with Rudy Khaw, AirAsia

    WFA podcast host David Wheldon speaks with Rudy Khaw, Chief Brand Officer at AirAsia, about marketing in postpandemic times and the…

    Read more about "WFA Better Marketing Pod Ep 23: On turning an airline into a travel super-app with Rudy Khaw, AirAsia"
  4. WFA Better Marketing Pod Ep 22: On reasons to be optimistic about 2023 with Tom Standage, The Economist
    OpinionsVideos & webinars
    14 Dec 2022
    Digital policyMarketing law

    WFA Better Marketing Pod Ep 22: On reasons to be optimistic about 2023 with Tom Standage, The Economist

    WFA podcast host, David Wheldon, speaks with Tom Standage, Deputy Editor of The Economist and Editor, The World Ahead, about tech…

    Read more about "WFA Better Marketing Pod Ep 22: On reasons to be optimistic about 2023 with Tom Standage, The Economist"
  5. WFA Better Marketing Pod Ep 21: On brand building in the football industry with Roel de Vries, City Football Group
    OpinionsVideos & webinars
    10 Nov 2022
    Brand purposeBrand reputationMarketing operationsOrganisation & structure

    WFA Better Marketing Pod Ep 21: On brand building in the football industry with Roel de Vries, City Football Group

    WFA podcast host, David Wheldon, speaks with Roel de Vries, Group Chief Operating Officer at City Football Group, about the ins and…

    Read more about "WFA Better Marketing Pod Ep 21: On brand building in the football industry with Roel de Vries, City Football Group"
  6. Re-finding our marketing mojo
    Opinions
    5 Oct 2022
    Creativity

    Re-finding our marketing mojo

    Our industry can still be the place where the best people do their best work, says Will Gilroy, WFA Director of Policy and…

    Read more about "Re-finding our marketing mojo"

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