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WFA launches Digital Network: a reflection of member priorities for 2008
Date: 29/02/2008
Digital marketing is playing an increasingly important role in marketing communications. A 2007 WFA survey of over 50 leading global advertisers showed that "making digital a more important part of the marketing mix" ranked no.1 in terms of their priorities for 2008.
In response to the growing role that interactive marketing directors are playing within global advertisers and the increasing prominence this subject has on marketers’ agendas, WFA has launched a new working group, the Digital Network to help address the unique challenges that are being faced.
A first meeting was held in London on 29th January (kindly hosted by Vodafone) and was attended by the likes of Beiersdorf, Cadbury Schweppes, Danone, Heineken, InBev, Johnson&Johnson, Mars, Nokia, Procter & Gamble, Vodafone and Wrigley.
Participants shared learnings, insights and experiences and began to define some of their common challenges:
1. Seeking to improve strategies for agency management given the need for multiple specialists
2. Need for education of internal stakeholders
3. Understanding how to improve structure/ resource strategies to enable more digital integration
4. Need for improved approach to accountability and reporting of results
5. Dealing with challenges posed by, arguably, the first truly global media; dealing with ad-hoc activity in one market and the subsequent effect that activity has on others
Future meeting dates/locations:
29th May, London
1st October, venue TBC
These will be confirmed to WFA members shortly.
For more information WFA members should contact Rob at [email protected]
