Tag: WFA

Most brands admit they fail to deliver consistent creative excellence

Stuart Mitchell

New research from WFA and LIONS reveals slow progress for many advertisers in prioritising creative excellence and identifying the role AI can play. Just one in three are using AI to go beyond efficiencies to deliver better creative. Just three in 10 multinational marketers say their teams consistently works to deliver creative excellence. Most (53%) say they value creative excellence, but prioritisation is still inconsistent across teams, according to new research from WFA and LIONS.  Clients and Creativity 2026 reveals the scale of the creativity gap, while WFA surveys consistently…

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WFA releases new report on AI visibility and discoverability

Stuart Mitchell

WFA has released a new report designed to share best practice for brands in the age of AI-powered search.  The Future of Discoverability: Why AI visibility is now a strategic marketing priority, produced in partnership with DEPT®, is designed to help marketers who are concerned that previous SEO strategies are no longer fit for purpose in AI-mediated environments.  The report warns that AI systems increasingly synthesise information from multiple sources, including publishers, creators, communities, retailer platforms and user-generated content, meaning that discoverability is becoming less dependent on traditional rankings and…

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WFA names new leadership team for 2026

Stuart Mitchell

WFA has appointed senior executives from a number of major global brands to its Executive Committee as part of WFA Global Marketer Week in Stockholm. New representatives from Driscoll’s, Haleon, Ikea and Nissan will join senior marketing and corporate affairs leaders from multinationals such as Best Buy, Danone, Diageo, Grab, Kenvue and Tata Group on the WFA Executive Committee. Josh Faulks, CEO of the Australian advertiser association (AANA), Simon Michaelides, Director General of UK advertiser association (ISBA) and O’tega Ogra, Vice President of ADVAN, the national advertiser association from Nigeria,…

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FIFA World Cup drives global media inflation to 4.4%, WFA Outlook

Stuart Mitchell

Global media price inflation looks set to increase to 4.4% for 2026, thanks largely to the impact of the 2026 FIFA World Cup, according to the latest wave of Outlook, WFA’s biannual poll of media price inflation forecasts.  This means that average global media inflation will be significantly higher than the +4% rise seen in 2025, although some markets such as China will see a decrease (down to 2.9% from 3.4% in 2025). Major sporting events have historically created strong inflationary impacts on media markets, and forecasts for 2026 are…

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WFA launches Creator Forum

Stuart Mitchell

Creator marketing is rapidly becoming a core pillar of brand investment. WFA research shows that 99% of respondents use creators and influencers to promote their products and services online, and 60% of brands plan to increase their investment in the coming years. Brands such as Unilever have championed this shift, with Chief Marketing Officer Leandro Barreto sharing at SXSW how the company builds desire, trust and relevance through creator marketing. The success of the creator economy even earned itself a section and five subcategories at Cannes Lions in 2025, celebrating…

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