Tag: WFA

Over-emphasis on activation and tactics limits marketing effectiveness, study finds

Stuart Mitchell

Marketers are not creating the best marketing effectiveness culture because they are failing to address all the elements of the marketing effectiveness ‘Process’, according to a new study by WFA, Ebiquity and IPA: Creating a Global Culture of Marketing Effectiveness finds that while overall marketing effectiveness culture is performing acceptably – scoring 6.5 out of 10 – Process, the glue that pulls together the three other key elements (People, Focus, and Data & Tools), scores just 5.7. Detailed analysis of the processes being used by thousands of marketers working for…

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Wave II of Global DEI Census shows high recognition of industry efforts, but no improvement on inclusion

Stuart Mitchell

Nearly one in seven members of the global marketing industry say they would leave our industry on the back of a lack of diversity, equity and inclusion, according to responses to the 2023 Global DEI Census. The picture is even worse among certain groups, with 16% of women (almost 1 in 6), 17% of LGBQ+ (1 in 6), 22% of ethnic minorities (more than 1 in 5) and 24% of disabled respondents (almost 1 in 4), say they are likely to leave. Younger professionals (25-34 years) and caregivers are also…

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Ukraine media market showing surprising resilience

Stuart Mitchell

This article was witten by WFA with content sourced from Rafał Szysz (Stars), and Svitlana Kalinina (Kwendi), please explore the WFA’s website for similar information. Ukraine’s media market has proved as resilient as the country’s citizens, according to a “one year on” snapshot produced by local media auditor KWENDI and Poland’s Stars. Despite the fact that KWENDI’s work is often interrupted by bombing, it reports that since TV advertising returned in May 2022, the number of advertisers had reached around 100 by the end of the year, approximately 30% of…

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Brands say Responsible Marketing Frameworks are more important than ever but coverage of all the key issues remains patchy

Stuart Mitchell

WFA research finds 88% of large corporates have a Responsible Marketing Framework but they rarely cover all priority areas; marketing and children, influencer marketing, data ethics, diversity and inclusion, responsible media and environmental sustainability. While 87% say they are increasingly critical, only 47% link their frameworks to ESG goals. Most of the world’s biggest companies have Responsible Marketing Frameworks in place and recognise their growing importance but few have policies which cover all key areas, according to new research from the WFA. Eighty-eight per cent of companies have a Framework…

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WFA issues new rallying cry for fairer, safer, more transparent and more sustainable media ecosystem for global advertisers, with publication of Global Media Charter 3.0

Stuart Mitchell

WFA has published its third update to its Global Media Charter, building on the progress made in the areas of brand safety and measurement made possible by the previous version. The Global Media Charter 3.0 takes a wider lens on the industry than its predecessor. As such, the document gives media leaders the strategic platform to ensure that their corporate responsibility agenda is represented in the media decisions made, platforms invested in and partners selected. The new Charter identifies five key themes where focus is needed to unlock concerns and…

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