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Marketing operations
Benchmark: Share of Voice vs Share of Market
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12 predictions for 2022
From creativity to platform regulation, ‘Metamania’ to the golden ‘square’ of marketing, the WFA team share…
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Brand purposeBrand reputationDigital transformation
WFA Better Marketing Pod Ep 12: On marketing in Africa with Folake Ani-Mumuney
WFA podcast host, David Wheldon, speaks with Folake Ani-Mumuney, Global Head of Marketing & Corporate Communications at First…
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WFA CEO: “2021 was a watershed year for marketing”
2021 has been memorable for a lot of the wrong reasons. But it will also be remembered for some of the right ones. We may well look…
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CreativityBrand reputation
Reversing the decline in advertising effectiveness
To create memorable advertising that builds brands, the industry must capture the ‘broad-beam’ attention of audiences;…
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Integrated marketingMarketing operations
Capability Forum Overview (October 2021)
Meeting overview and presentations from WFA’s Capability Forum meeting on 20 October 2021, which took place remotely.
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Marketing capabilities
Benchmark: Vision/mission/philosophy statements for the marketing team
WFA member benchmark on Vision/mission/philosophy statements for the marketing team
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Sourcing Forum meeting overview (December 2021)
Overview of the Sourcing Forum held remotely on Dec 2, 2021.
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A marketer in Glasgow
WFA CEO Stephan Loerke reflects on his time at COP26 and identifies the five key areas that brands will have to address in combating…
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Marketing operationsOrganisation & structure
CMO Forum meeting overview (November 2021)
Overview of the CMO Forum held remotely on November 16, 2021.
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ChannelsGamingIntegrated marketingDigital transformation
Spotlight: Gaming Demystified 2021
Video gaming has risen to become bigger than other forms of entertainment. Its growth has been further super-charged by COVID-19,…
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Brand purposeBrand reputationDigital transformation
WFA Better Marketing Pod Ep 11: On sustainability with Reckitt's Sonia Thimmiah
WFA podcast host, David Wheldon, speaks with Sonia Thimmiah, Head of Sustainable Brands & Customer Partnerships at Reckitt.