Tag: WFA

Advertisers believe they are still getting great value from their agencies post pandemic, WFA research

Stuart Mitchell

Major advertisers believe that their agency partners are still offering great value in 2022, according to new research from the WFA and strategic partner The Observatory International. According to Global Agency Remuneration Trends, perceptions of value provided from relationships are up five percentage points since the last such study in 2018, to 17% among those agreeing “most strongly” with the statement “I feel that I am getting value for money from my agencies”. Compared to the WFA’s first such study in 2011, value perceptions – “agree somewhat” and “agree strongly”…

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WFA reveals shortlist for Global Marketer of the Year 2022

Stuart Mitchell

WFA has unveiled the shortlist for the 2021 Global Marketer of the Year award, featuring global marketing leaders from Bayer, Diageo, Grab, L’Oréal, LEGO, Levi’s, Mondelēz and Reckitt. An expert jury of 15 marketing industry leaders considered a host of eligible names submitted by the industry as part of the shortlisting process, with each judge nominating their top contenders. The marketers with the most votes have been shortlisted. All will be added to the WFA’s Hall of Fame. The shortlist includes: Fabrice Beaulieu, Chief Marketing, Sustainability and Corporate Affairs Officer, Reckitt: Fabrice…

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Agencies feel more comfortable being honest with clients, WFA research

Stuart Mitchell

Agencies are increasingly comfortable with being honest with their advertiser clients when it comes to performance evaluation, according to new research from the World Federation of Advertisers and strategic partner Decideware. Client-Agency Performance Evaluations 2022 finds that 68% of agencies are now comfortable telling their clients the majority of the time what needs changing at their end, compared to just 45% two years ago. Agencies also reported a slight uptick in qualitative performance being evaluated (56% compared to 54% in 2020), again at least a majority of the time. While…

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Global marketing industry rallies behind second Global DEI Census in March 2023

Stuart Mitchell

An industry coalition of 10 global marketing and advertising organisations has announced plans for a second Global DEI Census in March 2023. The initiative is supported by the WFA, VoxComm, Campaign, Kantar, Advertising Week, Cannes Lions, Effie Worldwide, IAA, Global Web Index (GWI) and Adweek.  The goal is to look again at the state of diversity, equity and inclusion in the marketing and advertising industry, as well as people’s sense of belonging and absence of discrimination, in order to monitor progress on the results of the inaugural 2021 census.  …

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Marketing budgets under heavy scrutiny, WFA and Ebiquity research

Stuart Mitchell

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…

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