WFA

🔴 How are brands responding to changes in content production? Our latest research highlights key changes and identifies a variety of models being used by the world’s biggest brands: https://bit.ly/4i4taJz. Laura Forcetti Claire Randall #WFA #GlobalMarketing #BetterMarketing

🔴 A solid #media #agency contract is a commercial necessity in an age of increasingly complex client-media agency relationships, but it’s also potentially harder to achieve than ever, particularly at a global level. If you want to optimise these critical relationships, take a look at our newly published guide to global media agency contracts: https://bit.ly/4hXJBXR. Tom Ashby #WFA #GlobalMarketing #BetterMarketing

🔴 “We’ve been too focused on tactics, too focused on chores, too focused on spreadsheets. Instead of taking a step back, seeing the systems and using the opportunity we have to make a difference.” 👉 Watch Seth Godin 🌔 and other marketing leaders share their lessons for the marketing industry: https://bit.ly/43C3YXd. 👉 Liked what you see and interested in more? Make sure to subscribe to our monthly newsletter: https://bit.ly/3dT4Yyv. #WFA #GMW25 #GlobalMarketing #BetterMarketing

The WFA Global Marketer Week 2025, took place in Brussels, in partnership with UBA, last month. I encourage all of us to take time to listen to the conference speakers - senior marketing leaders and some of the best minds in the industry, sharing generously. Stephan Loerke CEO, #WFA spoke about the agenda for the global marketer today and tomorrow, more convergence Seth Godin 🌔 called upon us to make stories and give a megaphone to the consumer Raja Rajamannar Mastercard explained that consumers are prioritizing experiences Dr. Marcus Collins shared how to navigate culture, meaning and purpose as a global brand Peter Hinssen challenged the audience to be ‘yesterwork hunters’ in the age of AI, and to change old ways of working Diana Frost Heinz spoke of irrational love for Heinz, and how to reignite brand love and growth. We shared on how at L'Oréal we are augmenting marketing by developing a dual muscle of ‘math and magic’ with creativity and technology. To #createthebeautythatmovestheworld

🔴 As shown by data from the Unstereotype Alliance, #InclusiveMarketing has the power to drive long-term growth by more than 16.4%. If you want to learn a whole day about delivering #CreativeEffectiveness and #SocialImpact and leading on inclusive #AI, join Creative Equals, our inclusive marketing strategic partner, in #London, and dive into sessions on taboo-breaking advertising, responsible media, sustainability and inclusion as a core part of creative excellence. 👉 As a WFA member, you can buy tickets here using the code WFA_30:  https://lnkd.in/euDzyg7Y.

📧 Focus on fundamentals, says new WFA research; 54% of marketers increasing influencer spend and CMO insights from Cathay Pacific’s Ed Bell: subscribe to our monthly #newsletter for analysis, insight & opinion from the world's top marketers 👇 #WFA #GlobalMarketing #BetterMarketing

🔴 We are proud to say that we are partnering with #ProcureCon #Asia, the flagship procurement summit to benchmark your strategy with Asia’s biggest organisations, taking place in #Singapore July 8-10. 👉 Find out more here: https://bit.ly/42r9P0h. Laura Forcetti Stephanie Vandekerckhove #GlobalMarketing #BetterMarketing

ICAS is proud to have been commissioned by WFA to develop global guidance on influencer marketing. The Guidance is OUT NOW alongside important research published by WFA. According to WFA’s research, influencer marketing budgets are set to rise significantly. 54% of multinational brand marketers plan to increase spending in 2025, while 61% agree that influencer marketing will become more critical in the future. Data from Influencer Marketing Hub projects that global influencer marketing budgets will reach US$22 billion by 2025.  In response to this growing trend, WFA partnered with ICAS & ICAS members across the globe to develop new global guidance for brands to ensure ethical and transparent influencer marketing practices.  We'd like to thank WFA for the collaboration & trust, especially: Stephan Loerke, Will Gilroy, Camelia Cristache-Podgorean, Gabrielle Robitaille, Jon Baldwin Quintanilla, Lauren Hamm and the great team of WFA. A huge thank you to Emma Humber-Smith for leading on the drafting and Guy Parker and his team at the Advertising Standards Authority for their support. A peer review was conducted by experts from CONARP Argentina, CONAR - Conselho Nacional de Autorregulamentação Publicitária of Brazil, Ad Standards / Les Normes de la publicité Canada, ΣΥΜΒΟΥΛΙΟ ΕΛΕΓΧΟΥ ΕΠΙΚΟΙΝΩΝΙΑΣ-ΣΕΕ / ADVERTISING SELF-REGULATION COUNCIL - Greece, Stichting Reclame Code, Netherlands, AUTOCONTROL - Asociación para la Autorregulación de la Comunicación Comercial, Spain, Reklamombudsmannen, Sweden, the Advertising Business Group, UAE, and BBB National Programs, US, along with the European Advertising Standards Alliance (EASA). Additional input was provided by key stakeholders such as the International Alliance for Responsible Drinking (IARD). Read more: https://lnkd.in/e_7t38TJ

54% of multinational brands plan to boost spend on influencers in 2025 according to new WFA research. 60% marketers say influencer marketing is set to become more important in the future. But while 66% big brands have policies in place, 26% say they don’t.   That’s why WFA has partnered with the broader marketing industry to develop new guidance for brands in order to manage risk and reputation as regulatory pressures on influencer marketing globally grows. At WFA we reckon applying these standards will be the only way to safeguard brands' longer-term ability to use influencers to promote their brands. The guidance is available for WFA members here https://lnkd.in/ean8Sfcf Many thanks to Sibylle Stanciu-Loeckx Emma Humber-Smith Camelia Cristache-Podgorean Lauren Hamm Julia Kraft Jon Baldwin Quintanilla Gabrielle Robitaille for their support in pulling this important guidance together and the following organisations for their invaluable input: International Council for Advertising Self-Regulation (ICAS) European Advertising Standards Alliance (EASA) Advertising Standards Authority CONARP Argentina AUTOCONTROL - Asociación para la Autorregulación de la Comunicación Comercial The Advertising Standards Council of India Ad Standards / Les Normes de la publicité Ad Standards @JEPBelgium ARPP - Autorité de Régulation Professionnelle de la Publicité CONAR National Advertising Review Board Advertising Business Group BBB National Programs Reklamombudsmannen International Alliance for Responsible Drinking (IARD) Stephan Loerke Robert Dreblow Matt Green Tom Ashby Alastair Ray Laura Brodie Julian Braithwaite

🔴 “As marketers, we thrive in times of disruption. We are the ones who turn lemons into lemonade, who turn ‘snafus’ into opportunities, who see opportunities where all the others see risks.” WFA CEO Stephan Loerke explains what the global marketer has on their agenda and that at a time where the world seems to be drifting apart and tensions rise again, we are seeing more – not less – convergence across the marketing industry. Here's to 'the best industry in the world' 🙏 👉 As a WFA member and Global Marketer Week attendee, you can now rewatch Stephan’s speaker session here: https://bit.ly/4cfnYkK. 👉 Read more about the Marketer of the Future research here: https://bit.ly/4iDd1eS. #GMW25 #GlobalMarketing #BetterMarketing