Tag: WFA

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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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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WFA has signed strategic partnership agreements with two leading educational establishments in Asia Pacific to promote marketing to the new generation in the region. To ensure that the marketers of tomorrow are equipped with the right skillset to champion better marketing, WFA is bringing Asia’s leading CMOs into classrooms. The focus: to show that marketing is not a support function, bu the growth engine of modern marketing. The new WFA programme, called Executive in Residence, is being rolled out in partnership with Singapore Management University (SMU) and Nanyang Technological University (NTU Nanyang…

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