Marketing budgets under heavy scrutiny, WFA and Ebiquity research

Marketing and advertising budgets are coming under increasing pressure and heavy scrutiny from finance directors in the volatile and unpredictable 2022 marketplace, according to new research. Nevertheless, some of the world’s biggest brands remain committed to maintaining planned investment despite the threat of recession in many markets. A new WFA study conducted together with Ebiquity (specialised media investment analysis) assessed the intentions of 43 multinational companies. The sample included 5 of the world’s top 10 advertisers by spend, which collectively invest more than US$ 44bn in advertising. Just under a…

Read More

Data ethics is a priority for nine out of 10 CMOs but half need help making it a reality, WFA research shows

New WFA research has found that while CMOs are keen to address consumer and regulatory concerns around data-driven marketing, the complexity of the data and digital ecosystem is making it hard for them to identify the right practical measures to take. The vast majority of CMOs (92%) at multinational companies are prioritising an ethical approach to their use of data, but half (50%) do not know what this means when it comes to the processes and practices they need to apply both internally and across their marketing supply chains. And…

Read More

Marketers failing to overcome key barriers to creativity, WFA research

New WFA research has revealed a huge disconnect among client-side marketers between those who recognise creativity as a marketing ‘super-power’ and the much smaller number who regard it as business critical. While 82% recognise creativity as marketing’s most powerful weapon, just 28% regard it as critical to the success of their business. The research identifies the rewards of taking creativity more seriously, with clients saying creativity was ‘business critical’ more likely to say they were ‘growing’ (33%) as opposed to respondents coming from ‘maintaining’, ‘recovering’ or ‘declining’ businesses (25%). Clients…

Read More

WFA introduces Global Marketer Hall of Fame

WFA is launching its first-ever Hall of Fame to celebrate the very best of regional and global marketers. Featuring every marketing leader who has been shortlisted for the first five editions of the Global Marketer of the Year, WFA’s annual award, the Hall of Fame celebrates the impact that global and regional marketers can have on the businesses they work for and the society they serve. The inaugural list includes 22 marketing leaders who have been showcased by the global award since it was launched in 2017, representing companies such…

Read More

Marketing facing “worst-ever” talent crisis

Nearly half (48%) of all advertisers, agencies, ad tech companies and media owners think the industry is facing its “worst-ever crisis” when it comes to talent, topping off at 54% among agencies, according to new research from WFA and global media advisors, MediaSense.  Sixty-eight percent globally say that talk of a “crisis” is not overstating the matter, a figure that rises to 74% in the US. In addition, 77% of respondents admitted that there is “some” or “high” scarcity of talent in their organisation, peaking at 85% among the agency…

Read More