Global Agency Remuneration 2014
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The document summarizes the results of a survey on global agency remuneration trends in 2014. It finds that 49% of agencies use a commission structure with a fixed rate, while 11% use performance-based fees or bonuses. Commission models are most common across agency types. Hard business metrics like sales and profit are the most frequent types of performance metrics used.
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The annual report provides an overview of the World Federation of Advertisers (WFA) in 2016. Key points include:
1) The WFA represents global marketers and saw total revenues reach an all-time high in 2016 with 12% growth in corporate membership. This allowed the WFA to reinvest in membership services and resources.
2) The WFA held 80 meetings across 4 continents in 2016 and conducted over 200 benchmarks and 20 surveys to provide practical assistance to members on challenges like digital transformation and ad fraud.
3) Marketing remains focused on digital issues, customer-centricity, and building trust while also addressing regulatory pressures. The WFA aims to offer solutions and promote collaboration and transparency within the
Future of Insights Project
This document summarizes the findings of a study on the future of the insights function conducted with over 300 senior marketers and insights leaders.
There is a gap between how insights leaders see themselves and how senior marketers perceive the insights function. While insights leaders see themselves as strategic consultants or explorers, many senior marketers still view insights as behind-the-scenes data collectors. However, both groups agree that insights should play the role of strategic consultants or explorers. The document outlines three paths for insights to transform - through basic organizational changes, becoming more proactive innovators, or getting involved in top-level business decisions. Overall, there is an opportunity for insights to become drivers of brand growth if this perception gap can
WFA Brochure 2016
You can't solve every problem on your own. That's why our members turn to the collective intelligence of our global network for help and inspirations. Here are some of the benefits of being a member of the WFA - the only organisation representing and connecting global marketers.
The EU Pledge 2016
The EU Pledge (www.eu-pledge.eu) is a commitment by 22 leading food and beverage brand owners to change how they market their products to children across a variety of media.
WFA Annual Report 2015
The annual report summarizes the World Federation of Advertisers' (WFA) activities and accomplishments in 2015. It provides an overview of the WFA's global presence and events held around the world. It also describes the various marketing groups that were established to connect senior marketers, including the CMOFORUM, IMCFORUM, MEDIAFORUM, CDOFORUM, SOURCINGFORUM, and INSIGHTFORUM. These groups addressed priority issues for members like digital transformation, media transparency, and evolving agency models. The report highlights the WFA's work on key issues like advertising fraud and the future of the media landscape.
Marketing's 7 Deadly Sins
WFA and We Are Social have identified the seven key ways that brand marketing is most likely to annoy consumers.
We Are Social conducted a detailed analysis of English language Twitter comments about ads over the course of six months in the context of Project Reconnect, the WFA's flagship initiative to better align brand and marketing strategy with people's changing expectations in the digital age. The goal was to help marketers identify acceptable versus unacceptable behaviours with a view to identifying potential recommendations and solutions.
The results were presented on 19 March 2015 at a Project Reconnect session as part of the WFA's Global Marketer Week in Marrakech. They formed the backdrop and context to a presentation by Jon Wilkins, Executive Chairman of Karmarama, on where he thinks the industry may be getting it wrong.
Find out more:
www.project-reconnect.com
Press release: http://ow.ly/XFIu7
Video: http://ow.ly/XFHWZ
WFA Annual Report 2014
The document is the 2014 annual report of the World Federation of Advertisers (WFA). It summarizes the WFA's activities in 2014 including hosting numerous peer-to-peer group meetings for marketing and public affairs professionals, launching two new working groups, increasing remote knowledge sharing opportunities, and holding various events globally. The Managing Director emphasizes that in uncertain economic times, the WFA is strengthening its services to help members access support faster and more cost-effectively.
Marketing En La Era De La Conexión
El documento habla sobre el marketing en la era de la conexión. Explica que para tener éxito en el futuro, las marcas necesitan ir más allá de vender productos y establecer un propósito, operar según principios auténticos y generar participación entre las personas. El propósito de una marca puede trascender categorías al representar algo significativo para los clientes. Las marcas también deben actuar de acuerdo a sus valores en lugar de solo hacer afirmaciones, y admitir errores de manera transparente. Para comprometer a las personas, el marketing debe foment
The EU Pledge
The EU Pledge (www.eu-pledge.eu) is a commitment by 21 leading food and beverage brand owners to change how they market their products to children across a variety of media.
Marketing in the Connected Age: Succeeding in a Digital World with a New Mark...
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This document discusses marketing in the connected age and outlines four principles of effective social marketing: people, purpose, principles, and participation. It emphasizes that marketing should focus on understanding people's behaviors, motivations and attitudes through social listening. Brands need to establish a clear purpose beyond just their products in order to engage people emotionally. Authentic brand values and actions are more important than claims. Effective marketing involves participating in conversations rather than just promoting to people.Marketing in the Connected Age
WFA and We Are Social have been exploring the factors that define 'best practice marketing' in today’s connected age. Our conversations with more than 100 of the world’s top marketers revealed three critical factors that enable brands to become leaders in our increasingly digital world. In this presentation, we explain these factors - the new 3Ps of connected marketing - and provide examples and actionable next steps. The initiative is part of our Project Reconnect: www.project-reconnect.com
What makes a great brand?
The World Federation of Advertisers has launched Project Reconnect, an initiative where we listen to what people really want from brands and advertising, in order to give marketers practical guidance and ensure that their behaviour is in tune with what people want and expect. In doing so, we have teamed up with We Are Social and talked with marketers about the marketing that they find most inspiring - the marketing that has built truly Great Brands. This presentation shares some of the discoveries we've made.
WFA auditing the auditors
The document discusses a survey of 29 companies representing $35 billion in global media spend on their views and use of media auditing companies. Key findings include:
- Most advertisers see auditors as indispensable partners that are crucial for measuring media value and will remain important in the future.
- Digital media is seen as the key area for future development of auditor services.
- Auditors are used extensively in Europe but their use is also rising in Asia and North America. However, the portion of digital budgets that auditors can measure remains low and may be declining in some regions.
- The document provides some guidelines for advertisers to make the best use of auditors, including ensuring the right to audit
WFA Annual Report 2013
The annual report summarizes the WFA's activities and events in 2013. It includes messages from the President and Managing Director, an overview of peer-to-peer groups and forums, events held throughout the year, trends and forecasts, and financial statements. Key initiatives included expanding membership services, recruiting new staff with digital expertise, and hosting the Global Marketer Week celebration of the WFA's 60th anniversary in Brussels.
Global Brand Purpose
New research released by the World Federation of Advertisers shows that marketers around the world overwhelmingly believe purpose needs to be part of a successful brand building strategy.
The EU Pledge
The EU Pledge is a voluntary initiative by 20 leading food companies to change how they advertise to children under 12 years old in Europe. An independent monitor found that from 2005 to 2013, children saw 31% less food ads on TV for all pledge company products, 47% less for products that don't meet nutrition criteria, and 82% less for unhealthy products around children's TV programming. The pledge also aims to not advertise any products to children under 12 in primary schools, print media, online, or on company websites. Compliance is nearly 100% across these other media.
Big data: what multinational clients think
Some highlights from research amongst WFA's multinational member companies, conducted in partnership with The Customer Framework.
Integrated Marketing Communications (IMC) infographic
The World Federation of Advertisers (WFA) has unveiled new research detailing the specific challenges that the world’s largest advertisers are having in developing integrated marketing communications.
Putting purpose into marketing
The document discusses findings from a study on consumer attitudes toward corporate purpose. Some key points:
- A survey of 8,000 consumers across 16 countries found that consumers now expect companies to have a clear sense of purpose beyond profits.
- When quality and price are equal, social purpose is becoming an increasingly important factor for many consumers when choosing brands.
- The study found that societal attributes like listening to customers and treating employees well are more important to building consumer trust than operational or financial attributes.
- Many consumers are willing to pay a premium for brands that support good causes, and say it's acceptable for companies to both support causes and make money. Regions like India, China, and some European
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Global Intelligence - Data & insights for the new age of communication
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Global Agency Remuneration 2014
- 1. Global Agency Remuneration 2014 Remuneration models in use across all agency types Source: WFA online survey: ‘Global Agency Remuneration Trends’; Base: 43. Date: Jan 2014 8% 1% 3% 24% 49% 4% 11% Commission – fixed rate (fixed % of media billings) Commission – sliding scale (% varies based on media billings variation) Commission – variable (% varies by media used) Fixed or output-based fee (fixed for project/ period) Labour-based fee (labour time calculated by the hour/% of personnel time) Value-based fee (based on value of agency service provided - not time or cost based) Performance-based fee/bonus (based on outputs e.g sales/brand performance metrics)
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