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
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.
New Media's Marketing Potential in the MENA RegionTamara Deprez
A decade ago, the Middle East and North Africa (MENA) knew marketing mainly through traditional advertising and public relations, industry events and trade shows. No one imagined it could be done differently.
This document provides an overview of the top 26 marketing associations and their events globally from now until the end of 2016. Comment if I am missing an organization or event so I can update!
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.
New Media's Marketing Potential in the MENA RegionTamara Deprez
A decade ago, the Middle East and North Africa (MENA) knew marketing mainly through traditional advertising and public relations, industry events and trade shows. No one imagined it could be done differently.
This document provides an overview of the top 26 marketing associations and their events globally from now until the end of 2016. Comment if I am missing an organization or event so I can update!
SDG Signals - SBTribe Research by Salterbaxter MSLMSL
It’s been two years since the launch of the SDGs and the UN’s recent progress report highlights that support is uneven and needs to accelerate. New data sources, including
social media, continue to be vital tools to measure, monitor and report progress.
SDG Signals uncovers new insights about SDG communications online and which areas, people and brands are cutting through. We explore the overall SDG online conversation, providing clear opportunities for differentiation, with initial comparisons from the Technology and Food & Beverage sectors. Future editions will put the spotlight on other specific sectors and issue areas.
For consumers, radio plays multiple roles and fulfills various needs. This presentation provides opinion poll results among marketers and a glimpse at how radio delivers on those insights.
What's Driving Digital Marketing in 2014? Conversant ResearchConversant, Inc.
A major Conversant research study evaluating
attitudes, plans and actions of both brand
marketers and agencies reveals a shift in focus
among marketers in 2014. As pressure for driving
results becomes stronger, marketers are moving
away from piecemeal tactics and experimentation
and doubling down budgets on those strategies
and tactics that they can count on to deliver a
higher return in the coming year.
The World’s 50 Most Influential CMOs Study 2015ScribbleLive
We’re pleased to present the Fourth Annual Forbes/ScribbleLive (formerly Appinions) World’s 50 Most Influential CMOs Study in which we identify and recognize the marketing leaders who have established themselves by publishing and sharing opinions that travel and generate significant reactions. Others’ influence is based on newsworthiness, either personally or that of the companies they represent.
Covid-19 and Marketing - A Briefing to Marketing LeadersHarry Guild
Covid-19 represents a humanitarian challenge that is unprecedented in recent times. How can brands stay trading, stay helpful and emerge stronger?
Hopefully, this will help. Will Lion, Managing Partner at BBH, shares the key principles, thinking and data points on marketing in the time of COVID-19 - and encourages you to steal as much of it as you need.
We are currently in the midst of the most disruptive global crisis seen in decades. There is little doubt that the aftermath of COVID-19 will have life-changing impact on societies, political systems and economies. And it will likely be the single-most important catalyst in modern history for changing consumer behaviour and attitudes. This is a defining moment for Brands, and how they react – what they do – will not only impact short-term survival, but more important, the long-term brand health that is critical to future growth.
Our speakers will draw on prior experiences with SARS, the 2008 financial crisis and the current realities in Asia, Europe and the US. In this week’s webinar they will discuss what your brand should be thinking about and how to plot a course through this world-redefining period.
Role of Millennials and their Impact on Reputation ManagementMSL
Pascal Beucler assesses why Millennials are a generation that matters. They are a highly influential force. And their importance is only skyrocketing. If you’re not where Millennials expect you to be, you’re nowhere. Millennials strongly impact reputation in their roles as: consumers, employees & brand advocates.
We hope you enjoy reading this presentation and invite you to share your feedback and tips with @pbeucler or reach out to us on Twitter @msl_group.
The Power of Digital in Brand Building in South AfricaKantar
Do you know digital channels build long term brand loyalty? In this presentation, we share learnings around which digital channels deliver the best ROI and key insights to create breakthrough marketing in a connected world.
In its 7th edition, the report outlines the most important trends for businesses and consumers in 2020. In this webinar, we will share our recommendations on what clients should do to take action and adapt quickly.
Agency family tree top 10 - 2015 globalyann le gigan
>>Agency family tree top 10 - 2015 global
[r3ww.com 2015]
Revenue from company reports estimated by R3 for full Year 2014
source :
http://marketing365.mk/wp-content/uploads/2015/05/Agency-tree-global-2015.pdf
SDG Signals - SBTribe Research by Salterbaxter MSLMSL
It’s been two years since the launch of the SDGs and the UN’s recent progress report highlights that support is uneven and needs to accelerate. New data sources, including
social media, continue to be vital tools to measure, monitor and report progress.
SDG Signals uncovers new insights about SDG communications online and which areas, people and brands are cutting through. We explore the overall SDG online conversation, providing clear opportunities for differentiation, with initial comparisons from the Technology and Food & Beverage sectors. Future editions will put the spotlight on other specific sectors and issue areas.
For consumers, radio plays multiple roles and fulfills various needs. This presentation provides opinion poll results among marketers and a glimpse at how radio delivers on those insights.
What's Driving Digital Marketing in 2014? Conversant ResearchConversant, Inc.
A major Conversant research study evaluating
attitudes, plans and actions of both brand
marketers and agencies reveals a shift in focus
among marketers in 2014. As pressure for driving
results becomes stronger, marketers are moving
away from piecemeal tactics and experimentation
and doubling down budgets on those strategies
and tactics that they can count on to deliver a
higher return in the coming year.
The World’s 50 Most Influential CMOs Study 2015ScribbleLive
We’re pleased to present the Fourth Annual Forbes/ScribbleLive (formerly Appinions) World’s 50 Most Influential CMOs Study in which we identify and recognize the marketing leaders who have established themselves by publishing and sharing opinions that travel and generate significant reactions. Others’ influence is based on newsworthiness, either personally or that of the companies they represent.
Covid-19 and Marketing - A Briefing to Marketing LeadersHarry Guild
Covid-19 represents a humanitarian challenge that is unprecedented in recent times. How can brands stay trading, stay helpful and emerge stronger?
Hopefully, this will help. Will Lion, Managing Partner at BBH, shares the key principles, thinking and data points on marketing in the time of COVID-19 - and encourages you to steal as much of it as you need.
We are currently in the midst of the most disruptive global crisis seen in decades. There is little doubt that the aftermath of COVID-19 will have life-changing impact on societies, political systems and economies. And it will likely be the single-most important catalyst in modern history for changing consumer behaviour and attitudes. This is a defining moment for Brands, and how they react – what they do – will not only impact short-term survival, but more important, the long-term brand health that is critical to future growth.
Our speakers will draw on prior experiences with SARS, the 2008 financial crisis and the current realities in Asia, Europe and the US. In this week’s webinar they will discuss what your brand should be thinking about and how to plot a course through this world-redefining period.
Role of Millennials and their Impact on Reputation ManagementMSL
Pascal Beucler assesses why Millennials are a generation that matters. They are a highly influential force. And their importance is only skyrocketing. If you’re not where Millennials expect you to be, you’re nowhere. Millennials strongly impact reputation in their roles as: consumers, employees & brand advocates.
We hope you enjoy reading this presentation and invite you to share your feedback and tips with @pbeucler or reach out to us on Twitter @msl_group.
The Power of Digital in Brand Building in South AfricaKantar
Do you know digital channels build long term brand loyalty? In this presentation, we share learnings around which digital channels deliver the best ROI and key insights to create breakthrough marketing in a connected world.
In its 7th edition, the report outlines the most important trends for businesses and consumers in 2020. In this webinar, we will share our recommendations on what clients should do to take action and adapt quickly.
Agency family tree top 10 - 2015 globalyann le gigan
>>Agency family tree top 10 - 2015 global
[r3ww.com 2015]
Revenue from company reports estimated by R3 for full Year 2014
source :
http://marketing365.mk/wp-content/uploads/2015/05/Agency-tree-global-2015.pdf
Engaging Davos: Updates from the World Economic Forum 2014MSL
Like no other event, the annual World Economic Forum in Davos provides us with a compelling reminder of how the language of public relations has well and truly penetrated the boardroom.
The importance of trust, the requirement for authenticity, the need to marry profit and purpose — these are all issues that effectively form core elements of the Davos agenda. This year, for example, it is income equality that appears set to concentrate the minds of the superelite, who have identified it as the most pressing threat to the global economy.
As WEF founder Klaus Schwab argued last week, uninclusive growth is not sustainable. The title of this year’s Forum, meanwhile, is “The Reshaping of the World: Consequences for Society, Politics and Business.” It is the kind of phrase that will ring true with public relations people, or at least those who are aware of the need to balance multiple stakeholder expectations, rather than focusing on profit to the detriment of all else.
So it is hardly surprising that Davos is now an increasingly necessary stop on the global treadmill for senior comms heads and global agency CEOs. A couple of years ago, we analysed this trend in some detail, asking whether Davos simply represents an exercise in spin—an attempt to deflect criticism and deter regulation during the one week of the year when business leaders profess to care about anything other than profit.
That kind of argument is not an uncommon one, but is sharply contested by the public relations people who make the Davos pilgrimage. If nothing else, the WEF affords them an opportunity to position their work as central to corporate behavior, rather than as another trivial marketing tactic. In that context, the Forum’s agenda is not the only draw; the opportunity to build relationships with business and political leaders can only help the industry’s efforts to build stronger boardroom credibility.
5th issue of the Online Comments Report, developed by Corporate Excellence and LLORENTE & CUENCA. The Report analyses comments made voluntarily on the Internet as well as their impact on the dimensions that constitute corporate reputation: Products and Services, Innovation, Finance, Workplace, Citizenry and Leadership.
The Report contains a map of stakeholders that actively use the Internet and the networks that should be taken into account at the time of developing a strategy of positioning on the Internet: the real–time network Twitter, the social network Facebook, the multimedia network YouTube, and the hyper-textual network Google. It also identifies relevant content for different audiences and helps map key reputational risk areas for companies.
In particular, this issue has evaluated the digital fingerprint of 71 brands of 15 sectors from a total of 88,950 URLs and 28,000 mentions.
The report assesses the 100 first findings that analysed brands positioned in four key environments on the Internet: Google, Facebook, Twitter and YouTube, and offers specific findings by sectors dimensions, stakeholders and networks. Thus, the analysis allows identifying those sectors, topics, stakeholders and networks that are most and least favourable in terms of recognition (how it is evaluated) and recognition (how much it is evaluated). It also offers strategic insights to design positioning strategies online.
BEO 2016 has been already applied to more than 70 companies around the world and aims to become an international standard to manage the reputation of organisations online.
Customers do not need sales people who are highly product driven and focused to make the next sale, so they look good in front of their peers. They need intelligent people who add consistent and relevant value to the organisation. This is all that counts. See my article on page 4.
This paper is the result of the information which has been acquired from the case file. We attempted our level most suitable to prepare this case solution.
LLORENTE & CUENCA se posiciona entre los líderes mundiales de la comunicaciónLLYC
PR Week ha publicado el Global Agency Business Report 2016, un informe de inteligencia sobre el sector de la comunicación en el que analiza la información facilitada por más de 300 firmas de PR líderes a nivel mundial, procedentes de siete regiones (EE. UU., Reino Unido, Asia-Pacífico, las Américas, Oriente Medio y Europa Continental).
El desarrollo internacional de LLORENTE & CUENCA, con oficinas en Estados Unidos, América Latina y España, ha llevado la Firma a ocupar el puesto 53 del ranking global por ingresos. Por número de empleados, ocupa el puesto 27, a nivel global, con un total de 482 empleados en el momento de elaboración del ranking. Además, ocupa el puesto 19 en Europa y la posición 7 en América.
The way people research and buy products has fundamentally shifted.
These days, people prefer having conversations over filling out lead capture forms (81% don't fill out the form when they encounter gated content).
And 66% prefer real-time messaging for talking to businesses over any other communication channel.
To help you better understand what this new marketing and sales landscape looks like, we teamed up with our friends at Clearbit to create the first-ever State of Conversational Marketing report.
Ahead of the marcus evans CMO Summit 2022, read here an interview with Joanne Woo discussing why companies need to transition to movement marketing, and how they can activate their brand’s purpose.
Past meets future in e-commerce - Lyubomir Cholakov @ eCommCongress 2018ecommcongress
How the new technologies are shaping our shopping habits? Why AR, VR, voice shopping and mobile are more and more important in e-commerce? What are doing ASDA, Adidas and Clarins to keep up?
Levantamento realizado pela Interbrand, mostrando o estudo com ranking, valor e estratégia das principais marcas no mundo.
(C)Interbrand - Interbrand, divisão da Omnicom, é uma companhia que trabalha com marcas globais. A Interbrand foi fundada, em 1974, como Novamark por John Murphy
The International Trade Centre (ITC) Annual Report 2016-TRADE IMPACT FOR GOODMYO AUNG Myanmar
The International Trade Centre (ITC) Annual Report 2016-TRADE IMPACT FOR GOOD
http://www.intracen.org/itc/about/working-with-itc/corporate-documents/annual-report/
http://www.intracen.org/uploadedFiles/intracenorg/Content/About_ITC/Corporate_Documents/Annual_Report/Annual%20Report-2016-web(2).pdf
http://stage.intracen.org/country/myanmar/
http://www.intracen.org/itc/about/how-itc-works/
ITC is the joint agency of the World Trade Organization and the United Nations.
ITC's Annual Report provides a broad overview of what the organization accomplished in 2016. It briefly describes the work of each of ITC’s 15 programmes to help achieve the Sustainable Development Goals by leveraging the power of regional and international markets for inclusive growth and job creation. A dozen case studies illustrate how ITC projects created trade impact for good from Haiti to Myanmar.
The report will serve as the basis for discussions at the 10 July session of the ITC Joint Advisory Group, where government delegates will review the agency’s work, and make recommendations for its future operations to its parent organizations, the United Nations and the World Trade Organization.
Some highlights from 2016: Despite a complex political and financial context, ITC remained focused on delivering thought leadership, technical assistance and capacity building to make trade work for the 99%. The second edition of the SME Competitiveness Outlook, ITC’s annual flagship report, shed light on how governments could best help small and medium-sized enterprises overcome non-tariff measures and make the most of existing market access opportunities. By the end of 2016, signatories to ITC’s SheTrades had collectively pledged to connect 600,000 women entrepreneurs to markets by 2020. Internally, ITC progressed further towards its goal of gender parity at all levels.
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 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
Qué definirá las buenas prácticas del marketing en el futuro? Es parte de "Project Reconnect", preguntamos a los influenciadores de la industria y a sus redes a través de las redes sociales.
"Project Reconnect" es una iniciativa liderada por la WFA con el fin de escuchar lo que la gente realmente espera de las marcas y el marketing. Esperamos que brinde a los anunciantes una guía práctica que los ayude a garantizar que sus comportamientos reflejen lo que la gente quiere y espera.
AVERIGÜE MÁS: PROJECT-RECONNECT.COM
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.
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
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 shares research results and some guidance in relation to working with media auditors around the world. For more information contact Matt m.green@wfanet.org
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 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.
WFA webinar featuring Anthony Rushton, CEO of Telemetry to discuss "digital pre and post buy: towards more transparency in online video", and the TLM100 index.
More from World Federation of Advertisers (WFA) (20)
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
2. The only organisation representing and connecting global marketers.
London, Brussels, Singapore
3.
4.
5.
6. President’s Vision 2
Message from the CEO 3
Executive Committee 4
Marketing Groups 6 CMOforum
IMCforum
MEdIaforum
7 CdOforum
SOurCInGforum
InSIGhtforum
8 Worldwide meetings
2016 Marketing highlights 10
Staff 12
Public affairs Groups 14 responsible Advertising And Children Programme
Policy Action Group
15 Digital Governance Exchange
Alcohol marketing
2016 Public affairs highlights 16
WFa Events 18 Global marketer Week, Kuala Lumpur
21 regional meeting, Cartagena
Finances 22
2016 In numbers 24
7. President’s
Vision
What a year we have left behind: much to
reflect on, much to learn from and much to
forget but, above all, much to look forward to.
We’ve seen the digital revolution continue
and its profound impact on the world of
marketing. It has shaken the foundations of
the business to the core, with many talking
up a completely changed approach to
communications and marketing.
But here’s the danger: the basics are
often ignored and shiny new solutions are
reached for without pause for reflection.
for 2017, in the age of post-truth politics
and a renewed need to focus on the basics
of marketing and communications, the
lessons for brands are clear – re-earn trust
through truth, focus on the fundamentals
and combine the art and science of
marketing to deliver for your customers.
As the marketing and communications
services sector adapts to these changing
times, I hope the core skills of creativity
and combining magic and logic to connect
brands to their users will continue to be
celebrated and valued.
There is no algorithm for creativity, there
is no rulebook on how to do it better than
anyone else. But there are lots of great
people who know how to make connections
with people – that is what this sector has
always been about and will always be about.
At the World federation of Advertisers,
we want to continue to champion best
practice that has helped the sector thrive
and challenge the lack of transparency that
sometimes bedevils it.
We try to build effective collaboration
and intend to celebrate the fact that in
2017, despite the increasing focus on
technology, automation and personalisation,
marketing and communications will remain
fundamentally a people business.
The late, great Bill Bernbach said many
years ago: “Human nature hasn’t changed
for a million years. It won’t even change in
the next million years. only the superficial
things have changed. It is fashionable to talk
about the changing man. A communicator
must be concerned with the unchanging
man, with his obsessive desire to survive,
to be admired, to succeed, to love, to take
care of his own.”
Today, Bernbach would have said “the
unchanging man and woman”, and he might
have expanded the thought to include the
multichannel world we live in.
But I bet he would have maintained the core
observation.
So here’s to 2017, then: the year of the
unchanging man and woman in an ever-
changing world. I am looking forward to it
and I’m proud to continue presiding over the
WfA as it helps brands to put people first.
David Wheldon,
WfA President
Cmo rBS
Despite the
increasing focus
on technology,
marketing remains
fundamentally a
people business.
“
2
8. Message from
the CEO
2016 was not a year that will be forgotten
in a hurry. Profound changes and landmark
events were witnessed both inside and
outside of our industry.
Such changes inevitably bring great
uncertainty and I am acutely aware of
the impact that this has on our national
association and corporate members alike.
So I am more gratified than ever that amidst
such unpredictability the organisation has
been able to consolidate and strengthen.
Total revenues reached an all-time high
with a net growth rate of 12% in corporate
membership.
This has enabled us to re-invest significant
resources into membership services.
our online Global Knowledge Base has
doubled in size and is now used by more
than 80% of our members. A bespoke
Crm tool is currently being rolled out,
which will significantly increase our ability
to proactively identify needs and deliver
relevant insights.
Putting these systems and processes in
place will redouble our efforts to focus on
what is critical to our members.
In 2016, WfA held eighty meetings across
four continents. Between meetings,
over two hundred benchmarks and
twenty surveys were conducted. All with
the objective of helping members get
substantial practical assistance with their
day-to-day challenges.
Digital transformation continues to be the
#1 priority for our members. But 2016 saw
ad fraud and transparency top marketers’
most serious concerns. All will force
marketers into reviewing how they do
business in 2017 and beyond.
Brands face regulatory pressures across
multiple sectors. New rules coming out
of Europe for data collection will have
global ramifications for brands. WfA will
be a trusted and action-oriented partner
capable of offering tangible solutions to
these multiple challenges.
As a lack of transparency threatens to divide
the marketing ecosystem, we must be a
source of collaboration and unity. As policy-
makers seek to restrict our activity, we must
showcase what is great about our industry.
As people call marketing into question
and block us out of their lives, we must
champion customer-centric connections
which offer real value.
2017 promises to be full of challenges. We
look forward to addressing them with your
support.
Stephan Loerke,
CEo WfA
We must champion
customer-centric
connections which
offer real value.
“
3
9. Executive Committee
david Wheldon
CMO
RBS
WFA President
(As elected at the Annual General meeting on march 16, 2016)
1
5
11
6
12
7
13
8
14
9
15
10
16
2 3 4Matthias Berninger
VP Public Affairs
MARS
WFA Deputy President
Mike hughes
Director General
ISBA, UK
WFA Treasurer
Stephan Loerke
WFA CEO
Christian Flouch
Global Head of Media,
Consumer Connections
Anheuser-Busch InBev
Wouter Vermeulen
Group Director,
International Government
Relations & Public Affairs
The Coca-Cola Company
Emmanuelle Wargon
General Director,
Corporate Affairs and
Communications
Danone
alessandro Cagli
EU Affairs Director
Ferrero
Mary Catherine toker
VP Government Relations
General Mills
thomas holzapfel
Global Category Leader
and VP Marketing
Procurement
Deutsche Telekom
WFa Corporate Member representatives
WFa
Officers
2 3 41
11 12 13 14 15 16
5 6 7 8 9 10
WFa regional Vice-Presidents
Sergey Glushkov
President
RAA, Russia
Regional VP C&E Europe
Loïc armand
Senior VP External Affairs
L’Oréal
Regional VP Western Europe
Bob Liodice
President & CEO
ANA, USA
Regional VP North America
Javier Medrano
Senior VP Marketing
Grupo Bimbo
Regional VP Latin America
Sameer desai
Head of Consumer
Healthcare Asia,
MEA and LATAM
Mundipharma
Regional VP Asia-Pacific
achieng Butler
CMO Africa Division
Danone
Regional VP Africa
4
10. nicki Kenyon
VP Marketing APAC
Visa
Eleonore Ogrinz
Head of International
Advertising
Red Bull
david Oliver
Global Director, Public &
Government Affairs
Mondelēz
Joris Pollet
Director, Government Relations
& Public Policy, Europe, Middle
East, Africa & Asia
Procter & Gamble
americo Campos Silva
Global Head of Digital
and Social Media
Shell
Julie Chan
Global Consumer
Engagement Lead
Pfizer
roel de Vries
Corporate VP, Global Head of
Marketing, Communications
and Brand Strategy
Nissan Motor Company
Luis di Como
Senior VP Global Media
Unilever
Pierre-Jean Bozo
Director General
UDA, France
roger harlacher
President
ASA, Switzerland
ritva hanski-
Pitkakoski
Managing Director
ML, Finland
ron Lund
President & CEO
ACA, Canada
Sandra Martinelli
Executive Vice President
ABA, Brazil
Jan Morten
drange
CEO
ANFO, Norway
Bharat
Patel
Executive Committee
member
ISA, India
ahmet
Pura
Chairman
RVD, Turkey
david arome
Okeme
President
ADVAN, Nigeria
Chris
Van roey
CEO
UBA, Belgium
Joachim
Schütz
Managing Director
OWM, Germany
hou
Yunchun
President
CANA, China
WFa Corporate Member representatives
WFa national association representatives
17
21
18
22
19
23
20
24
25 29
33
26 30
34
27
31 35
28
32 36 37
17 21
18 22
19 23
20
25
31 32 33 34 35 36 37
26 27 28 29 30
24
Mounir Jazouli
President
GAM, Morocco
5
11. 2016 proved to be the most dynamic year yet
fortheCMOFOruM,anexclusive,invitation-
only peer network that offers some of the
most experienced marketing leaders with
the opportunity to exchange experiences
with a view to offering actionable insight
into how to address common priorities.
The group’s meeting at Cannes Lions brought
together twenty-five Cmo-level marketers
with sessions led by unilever’s Keith Weed,
mastercard’s raja rajamannar and WfA
President and rBS Cmo, David Wheldon.
The spotlight also turned to Asia-Pacific
as we expanded with the first meeting in
Hong Kong, anchored by newly-appointed
CMOforum Chair for APAC and APAC Cmo
at mastercard, Sam Ahmed.
The group’s focus inevitably mirrored WfA’s
core priorities. Transformation topped the
agenda, reflected through sessions around
evolving capabilities. Cmos were, of course,
central to much of this change, with many
finding themselves with expanded roles often
incorporating corporate communications.
The digital marketing ecosystem was also
top of mind, with the focus especially
centred on brand owners the victim of ad
fraud and consumers rejecting marketing
communications through increased usage
of adblocking.
Linked to this was a heavy focus on customer-
centricity, as reflected in WfA’s Project
reconnect (project-reconnect.com) on
which many of our Cmo members sit on the
Advisory Board. Whilst many acknowledge
our industry is still far from being truly
‘customer-centric’, others felt they had made
real progress with one Cmo describing his
role as “Chief of Customer obsession”.
2016 was an exciting year for
IMCFOruM as the group significantly
grew in size (+25%) and geographical
footprint. Further to the launch of
our first meeting in dubai and our
workshop series in Singapore, the group
now connects senior marketers in four
regions.
meetings featured case studies and
discussions led by senior marketers from
Coca-Cola, Brown-forman, Diageo, Jaguar
Land rover, LEGo, SAP, mars, mondelēz and
Nestlé. Guest speakers were also invited to
challenge the status quo in their field of
expertise. Isaac mizrahi (Alma) and mark
Adams (VICE), who received the highest
guest presentation rating this year, were
two of them.
Content marketing continued to dominate
ourmembers’agendasandthegroupshared
experience to get better at creating relevant
content. This included initiatives such as
setting up global digital partnerships.
As one member put it, “marketers are living
in blissful ignorance” when it comes to
integrated marketing measurement. The
group accordingly tackled how to evolve
measurement frameworks, providing our
members with insights to move from proxy
metrics to meaningful business metrics.
We concluded 2016 with a re-run of our
integrated briefing research. The novelty
was an agency-version of the survey that
was sent to agency heads. This highlighted
interesting opinion differences and the fact
that work still needs to be done to establish
mutual criteria for ‘integration nirvana’ in
the eyes of clients and agency partners.
2016 was a challenging and fascinating
year for the media industry, with
transparency, ad fraud and programmatic
all key concerns. Skilled global media
expertise has never been in greater
demand.
But change doesn’t just come through new
hires and we are seeing many companies
successfully evolve for the data-driven era.
This involves up-skilling, re-examining agency
relationships and embedding technology and
data to deliver ‘precision at scale’ – the media
director’s mantra in 2016.
Control and transparency are core
requirements for programmatic to work with
full effect, and we’ve seen a number of clients
implementing ‘second generation’ models in
2016. Agency Trading Desks remain the most
common way of conducting programmatic but
the market is evolving rapidly, with in-house
and ‘hybrid’ models on a considerable growth
trajectory.
WfA research in 2016 also found that clients
are moving their programmatic investments
towards Private market Places to limit their
exposure to ad fraud.
WfA’s Compendium of Ad fraud Knowledge
for media Investors, published in 2016,
calculated that ad fraud represents $50bn on
a conservative estimate, but it’s not unrealistic
to assume that the true number might be three
times larger.
our compendium focused on solutions to limit
and reduce fraud and we’ve been developing
these principles in meetings. But ad fraud is
an intractable problem, perpetuated by the
structure and systems in place in the digital
media ecosystem. undoubtedly this will
continue to be a focus for the MEdIaforum.
CMOforum IMCforum MEdIaforum
Marketing
Groups
6
12. ‘digital transformation’ has remained a
focus in 2016. Much of this is concerned
with people, culture and organisations,
and our content has concentrated on
helping members to learn from one
another.
Brands have been increasingly courting
‘start-ups’ for their technology, their spirit
of agility and innovation. WfA research
focused on the effectiveness of these
relationships. There are inherent difficulties
with getting ‘a speedboat and an ocean
liner to co-exist’, and 88% of clients agree
that brands often aren’t sure what their
start-up arrangement will look like. But our
sessions have dug deeper and found that
brands with clear objectives and goals have
made a success of these relationships.
Data and technology are also core to this
group, but harnessing data and drawing
meaningful insights remains a challenge.
Data management Platforms may provide
part of the solution but the complexity
of implementing these should not be
underestimated. A data strategy is a start-
point, with details on how this will be used
and whether those use cases are within
legal compliance.
Trust and privacy have become crucial for
those in the CdOforum, described as
“the future of brands” in a recent meeting.
With the democratisation of information,
competitive advantage can be obtained by
those who are customer-obsessed.
In 2016 and into 2017 the focus moves
from digital ‘transformation’ to ‘maturity’.
We hope that WfA’s new digital maturity
diagnostic tool can help brands to
benchmark their progress on this journey.
Sourcing isn’t all about costs. It’s about
managing suppliers so that you get the
right services at the right price at the
right time.
Within the marketing industry, this often
means that sourcing spends more time
on incremental value improvement, rather
than savings. many would agree that this is
as it should be, and procurement’s influence
undoubtedly continues to rise within global
marketing organisations. So how can it best
wield this influence?
many marketing procurement members
feel that the ways they contribute the most
to a brand’s business success is not through
savings, but through helping marketing run
capability assessments, pitch management,
scope of work and briefing alignment,
remuneration model setting/planning and
performance reviews.
There’s much to do here and if marketing
involves sourcing in these areas it can help
to streamline a great variety of complex
business processes, which of course frees
up time for marketing to work on building
great brands.
Who ‘owns’ agency management has been
a core question for the SOurCInGforum
over the past 18 months. Approaches differ
depending on business, legacy and internal
culture, but the most mature marketing
procurement teams are steadily leveraging
more responsibility in these fields.
As agency rosters get ever more complex,
it will be interesting to see how many more
global brands draw on their sourcing teams
to help them take ownership of their diverse
and interdependent marketing supply chains.
the objective of InSIGhtFOruM is
to improve how consumer insight
specialists and marketers work together
to generate actionable insights to
inform unifying marketing ideas.
This group now boasts 150 professionals from
WfA’s membership and is the only global
network for global client-side consumer insight
leaders. In 2016 the group welcomed its first
Chair, Elinor Bateman, Director of Brand Insight
and Sponsorship at Barclays, who hosted the
first meeting of the year and shared the value
derived from creating an insights community
within the organisation.
The group met in London and, for the first time,
in Singapore. Topics included critical areas for
client-side market research specialists. New
methodologies featured in every meeting,
including demonstrations in leveraging artificial
intelligence and behavioural analysis. The group
also focused on improving the effectiveness
of their function within large multinationals,
including through tackling how to disseminate
insights within global organisations.
Building on these themes, the group also
held its first workshop hosted by BrainJuicer.
This interactive session focused on better
understanding the value of the insights
function; seeking to understand how the
Consumer Insights departments measure their
own contribution to profitable brand growth
and how they may further improve in this area.
Between events, the group ran benchmarks
amongst members on several topics including
copy testing and recommended innovative
brand tracking suppliers. The group also
continued to share the findings from our future
of Insights Project with a webinar and remote
meetings.
CdOforum SOurCInGforum InSIGhtforum
more at wfanet.org/ar2016
7
13. 3
10
12
CMOforum
Singapore, 25 may
Cannes, 23 June
Hong Kong, 25 october
Singapore, 27 october
IMCforum
Dubai, 18 february
London, 21 April
miami, 19 may
London, 22 November
MEdIaforum
London, 4 february
New Delhi, 16 february
rome, 18 may
Shanghai, 7 July
New York, 27 october
madrid, 17 November
London, 22 November
1 amsterdam
2 Cannes
3 Cartagena
4 Cologne
5 dubai
6 hong Kong
7 Kuala Lumpur
8 London
9 Madrid
10 Miami
11 new delhi
12 new York
13 Paris
14 rome
15 Shanghai
16 Singapore
Marketing
Groups
Worldwide
meetings
8
14. 1
2
9
14
5
15
6
413
11
8
16
7
CdOforum
Hong Kong, 20 January
London, 3 march
Singapore, 14 April
Cologne, 13 September
Amsterdam, 25 November
Singapore, 30 November
Hong Kong, 1 December
SOurCInGforum
Paris, 24 february
London, 2 June
Shanghai, 6 July
Singapore, 29 September
Paris, 24 November
New York, 7 December
InSIGhtforum
London, 7 April
Singapore, 28 September
London, 10 November
9
15. the year in
numbers
aSEan marketers
seek enhanced
digital capabilities
research conducted among
regional and local marketers from
brands that spend over uS$55b per
annum globally highlights need to
boost consumer insight, integrated
activity planning, innovation, digital
marketing and analytics to drive digital
transformation.
new online tools
2016
Marketing
highlights member-led meetings,
remote forums & webinars
on four continents
member representatives
attended meetings
global benchmarks100+
700+
40+
6
3k+ marketers:
peer-to-peer
networks connecting
• CMOforum
• CdOforum
• IMCforum
• MEdIaforum
• SOurCInGforum
• InSIGhtforum
Ground-breaking
guide on combatting
ad fraud
The guidelines are meant to assist
marketers in taking practical steps to
reduce their exposure to ad fraud in
four key areas: people and technology,
education and communication,
standards, and governance.
The Agency Cost Index is WfA’s first
agency remuneration tool
SoNAr measures an organisation’s
digital maturity
10
16. new marketing
group chairs
CMOforum (APAC)
Sam ahmed
CMO APAC
Mastercard
CdOforum
antonia McCahon
Global Digital Acceleration Director
Pernod Ricard
InSIGhtforum
Elinor Bateman
Director, Insight & Research
Barclays
1st IMCforum in Hong Kong 1st InSIGhtforum in Singapore1st WFaforum in mENA/Dubai
new
reports
Key reports on programmatic, working with start-ups,
media agency remuneration and media procurement excellence
were produced.
Survey on programmatic & trading desks Working with start-ups Survey on Media Agency Remuneration
11
17. robert dreblow
Global head
of Marketing Services
Will oversees WfA’s public affairs
and communications work, including
Project reconnect. A graduate of
modern Languages from oxford
university, he worked previously as a
journalist in uK, france and Spain.
Based in Singapore, ranji supports
WfA corporate members in Asia
by helping to build on the existing
working groups and nurture fully-
fledged regional Cmo and CDo
groups. A Singaporean national, ranji
previously worked in various digital
marketing roles at Samsung.
Stephan Loerke
Chief Executive Officer
Stephan manages the WfA secretariat, oversees all work carried out on behalf of
its members and is the WfA’s main spokesperson. He sits on all WfA public affairs
and marketing committees, as well as on the WfA Executive Committee.
Prior to joining WfA, Stephan worked at the united Nations in New York and
later in both marketing and management roles at L’oréal. Combining french
and German nationalities, Stephan speaks french, German, English, Dutch and
Spanish.
Staff
robert oversees WfA’s marketing
services and groups, working from
both London and Brussels. His focus
includes championing member
priorities and keeping members
updated on key trends. He was
previously an Associate Director at
mediaCom in London and Toronto.
Will Gilroy
director of Public affairs
and Communications
ranji david
aPaC director
Marketing Services
Claire is focused on delivering
greater added value to WfA member
organisations. A British national, she
has over a decade of membership
services and industry body
experience. Claire works from both
London and Brussels.
Claire Mullen
head of
Membership
matt is responsible for the delivery
services to the WfA MEdIaforum
and CdOforum and for setting the
agenda, for discussion and approach,
to core global media and digital
issues. He is WfA’s subject matter
expert on programmatic buying.
Matt Green
Global Lead
Media & digital Marketing
Steve leads the WfA’s SOurCInG-
forum and InSIGhtforum. Prior
to joining WfA, Steve completed a
master of research in marketing at
the university of Leeds. originally
from the uK, he speaks french and
English.
Steve Lightfoot
Senior Manager
Global Marketing Procurement
12
18. rebecka works on food marketing to
children and coordinates the responsible
Advertising and Children Programme,
which addresses policy issues around
marketing to children. She holds a
masters in Political Sciences from the
Sorbonne university and worked in two
leading consultancies in Brussels.
rebecka allén
Public affairs
Manager
Any leads the IMCforum and helps
manage WfA’s flagship CMOforum
and events, including Global marketer
Week. A french national of Chinese
origin, she worked on the agency side
in Paris for five years before joining
WfA.
any ung
Senior Manager
Marketing Services
Nataliaisfocusedondeliveringremote
knowledge exchange to members and
looks after WfA’s regional meetings
in Latin America. Before WfA, she
worked at millwardBrown and Henkel.
A Colombian national, she holds an
International marketing master’s
Degree.
natalia Echeverri
Knowledge
Manager
Agnieszka leads the alcohol
workstream and covers horizontal
public affairs files, including the
European Audiovisual media Services
Directive. A graduate from Sciences
Po Paris, she was previously at Pernod
ricard and worked for the french
Business Confederation.
agnieszka Katner
Senior Manager
Public affairs
Catherine leads the Digital Governance
Exchange,WfA’sforumforseniorlegal
and digital marketing governance
specialists. A graduate from oxford
and Sciences Po Paris, she joined the
WfA from fleishmanHillard, where
she worked on data protection,
e-commerce and digital policy.
Catherine armitage
Senior Manager
Public affairs
Axel’s work primarily focuses on
initiatives such as the Coalition for
Better Ads and Value of Advertising.
With Agnieszka, he also looks after
Policy Action Group. He previously
worked for the European Interactive
Digital Advertising Alliance and has a
masters in international relations.
axel debry
Public affairs
Manager
Camelia works on communications,
coordinates media Smart World and
manages the WfA network of national
advertiser associations. She has
previously worked on the consultancy
side in Bucharest and Brussels and
as communications adviser in the
European Parliament.
Camelia Cristache
Communications
Manager
Laura supports the team in
implementing WfA’s internal and
external communications plan
and manages WfA’s social media
presence. Combining Belgian and
Philippine nationality, she holds a
master’s Degree in New media and
speaks English, filipino and Dutch.
Laura Baeyens
Junior Communications
Manager
A Belgian national, Karine has been
the first point of contact for WfA
members for many years. She
oversees the back office, the everyday
running of the secretariat, personnel
and finances and works in tandem
with Theresa on administrative issues.
Karine Lesuisse
Office
Manager
Theresa is in charge of the logistics
for WfA meetings and events,
including Global marketer Week,
and supports Karine in running the
office. A German national, she speaks
German, Dutch, English and french.
theresa ruess
Member relations &
Event Coordinator
Stéphane manages WfA’s database,
critical for ensuring the delivery of
quality services to members. He holds
a degree in Visual Communication
and was previously with a company
specialised in the development and
production of indoor and outdoor
branding solutions.
Stéphane arnhem
database
Manager
13
19. raC now brings together over 900 people globally who have a
direct stake in the sensitive issue of marketing and children.
the network is almost 400 strong in Europe, over 150 of whom
came to our quarterly meetings in Brussels to address the issues
of highest priority to brand owners.
Top of the priorities in 2016 has been the ongoing revision of the Eu
Audiovisual media Services Directive. rAC focused much of its work
around understanding what is at stake for marketing and children and
engaging the right policy-makers to ensure its voice was heard and
heeded in the policy debates.
In parallel, the group has taken the lead in promoting initiatives which
seek to ensure that commercial communications reflect societal
concerns about children, such as the Eu Pledge, which limits the
impact on children of certain food marketing, and media Smart,
which aims to equip children with the skills to be discerning when
faced with brand communications.
The group has also been sensitive to ensuring that members are
respecting fast-changing societal expectations around privacy.
on data collection, rAC engaged academics working on research
commissioned by policy-makers and Insafe, a European network
promoting safer and better usage of the internet.
uNICEf has been prioritising the issue of marketing and how brands
should seek to ensure that they protect and safeguard children’s
rights. uNICEf’s focus is on food marketing, digital marketing and
privacy issues and identifying what kind of brand presence would be
legitimate in schools. rAC is in the process of facilitating an ongoing
exchange with a view to driving consensus on best practice in these
areas.
rAC’s role is also to spot emerging issues in order to help brands
future-proof their ability to communicate. The group heard from
ebiquity to get insight into how kids are served ads online, realEyes
on evolving market research techniques and the secretariat helped
professionals understand the implications of marketing platforms
such as Snapchat, EvanTube, Ar & Vr and connected toys.
Certain sectors continue to face major threats to their ability
to communicate with consumers, such as food, alcohol,
energy drinks and toys. the industry at large faces horizontal
challenges in relation to digital with privacy concerns being
prioritised by policy-makers globally. the broader advertising
ecosystem faces an existential threat in the form of adblocking.
Indeed, the increase in adblocking continues apace. WfA has
embraced this challenge as an opportunity to improve the online
advertising experience. This is the goal of the Coalition for Better Ads,
a global industry-wide initiative co-founded by WfA and launched in
September.
As part of the European Commission’s Digital Agenda, the Digital
Single market Strategy looked to maximise the potential of the digital
economy. The Commission seeks to optimise regulation and holds
the keys to a potentially enhanced recognition for the role of self- and
co-regulation in the digital environment.
The General Data Protection regulation officially came into force in
may and will have a substantial impact on how marketers collect and
use data, not just in Europe but around the world. Brands now face a
crucial 18-month implementation period.
The process to revise the Audiovisual media Services Directive, the
main Eu law governing advertising on TV and online video services,
was the number one focus for brand owners in 2016. The European
institutions are debating on how to keep the regulation relevant as
media consumption patterns continue to evolve and new services are
offered.
The effectiveness of industry programmes to ensure responsible
advertising practices, such as the Eu Pledge and responsible
marketing Pact, will be key to warding off the more disproportionate
calls for regulation proposed by an increasing number of activists and
policy-makers.
responsible advertising and
Children Programme
Policy action
Group
Public affairs
Groups
14
20. In 2016 the concept of digital governance continued to
grow in importance within many brands. Previously, good
governance was perceived by many as the domain of the risk-
averse ‘naysayers.’ now, it is being increasingly recognised
as a key enabler of progress, allowing companies to embrace
technologies more rapidly.
This is of particular importance in light of the speed in which digital
innovation is occurring and the increasing inability of traditional
legislation to keep up. In this relatively unchartered environment,
the ability for brands to exchange risk mitigation practices with
peers across critical areas – from data management to IP challenges
when crowdsourcing content – becomes very valuable. Some of the
recurring themes in our 2016 meetings included:
Consumer vs. compliance: the inability of policy to govern rapidly-
evolving developments has resulted in situations where a brand can
easily be legally compliant without being aligned with consumers’
expectations. Discussions around how brands can effectively secure
sustainable data flows have repeatedly highlighted the need to
look beyond compliance in order to strengthen relationships with
consumers.
Privacy & data protection: data protection has been high on
the agenda following the adoption of new, stricter privacy rules in
Europe. Discussions focused on what the new regime will mean for
the relationships between brands and their consumers. Whilst many
brands want to get closer to their consumers, the new rules will push
marketers to be more creative in how they communicate complex
privacy policies and terms and conditions in an understandable and
transparent way.
Control vs. creativity: the number of risks presented by the online
ecosystem has led many brands to implement robust governance
standards across their operations. However, these standards must
have sufficient flexibility to allow marketers the freedom to remain
creative and dynamic. Strategies relating to digital security and copy
approval processes have demonstrated the need to balance risk and
commercial considerations.
there is increasing pressure on alcohol producers in light
of marketing’s perceived role in encouraging underage
consumption.
The responsible marketing Pact (rmP) is the industry’s flagship
response to this challenge and focuses on three core areas.
firstly, it addresses advertising placement by using common controls
to ensure that ads are only placed in media where the audience
is composed of at least 70% adults over the legal drinking age.
Secondly, it identifies a ‘standard alcohol profile’ on social networks
to limit minors’ access to brand communications. finally, it ensures,
through a blacklist of creative features, that ads don’t primarily appeal
to minors.
2016 was the first year in which the independent monitoring exercise
was carried out on the three pillars. The commitment on advertising
content was assessed by the European Advertising Standards Alliance
(EASA) and national self-regulatory organisations (Sros) who found
83% compliance. This is an encouraging start but more clearly needs
to be done to ensure that alcohol advertising is not primarily appealing
to minors.
The two other rmP pillars – on placement and social media – are
being monitored together with the corresponding commitments of
the International Alliance for responsible Drinking (IArD) by ebiquity
and EASA.
The World Health organization and the wider health community
are equally concerned about alcohol advertising in digital media.
In order to respond to these growing concerns, WfA took part in
“Protecting underage through responsible Alcohol marketing,” an
event organised in the margins of the World Health Assembly by IArD.
finally, the revision of the Eu Audiovisual media Services Directive
harbours the possibility of strict Eu wide controls on alcohol
marketing. The group is playing a lead role in representing the rmP
as a meaningful and effective component of the policy mix in this
context.
more at wfanet.org/ar2016
digital Governance
Exchange
alcohol
Marketing
15
21. responsible
Marketing Pact
2016 was the first year during which
the official, independent monitoring
exercise was carried out on the three
pillars of the programme. All results
will be made public.
audiovisual Media Services directive revised
The Eu institutions are debating a proposal on how to keep the main law governing
advertising on TV and online video services (AVmSD) relevant as media consumption
patterns continue to change and new services are offered. for WfA, this is an opportunity
to promote ad standards as a meaningful and effective component of the policy mix.
Improving the online ad experience
Leading international actors involved in online media join forces to improve
consumers’ experience with online advertising. The Coalition for Better Ads will
use consumer insights and cross-industry expertise to develop and implement new
global standards for online advertising.
member-led
meetings.
Engagement with WhO, OECd,
unICEF, European institutions.
WfA working groups connecting
1k+ legal, public affairs and privacy
professionals.
Local engagement in more than 30 markets to develop industry programmes in the face of potential statutory controls.
2016
Public affairs
highlights
40+4
16
22. alcohol compliance
monitoring
Two global monitoring exercises
launched in collaboration with the
International Alliance for responsible
Drinking (IArD) to assess compliance
with the Digital Guiding Principles and
the 70/30 rule on online media.
Effective food
marketing self-
regulation
WfA was instrumental in driving
the adoption by IfBA members of a
strengthened IfBA policy on marketing
to children. The enhanced commitment
forms the basis for local food marketing
pledges, which the industry has now
launched in 52 countries.
Eu Pledge
Eu Pledge launches implementation
guidelines, announces more stringent
criteria across some categories
and a new mechanism to increase
transparency and accountability.
data
Protection
The Eu General Data Protection
regulation officially came into force in
may and will have a substantial impact
on how marketers collect and use data,
not just in Europe but around the world.
advertising generates €7 in GdP
for every €1 spent
Value of Advertising, an independent study commissioned to Deloitte by WfA and
industry partners, is the first-ever Eu-wide report to assess the economic and social
contribution of advertising. The study found that advertising contributed nearly 6m
jobs across the Eu and 4.6% of total GDP. more at www.valueofadvertising.org.
Advertising funds
Globally, advertising
accounts for
EACH EURO
INVESTED BY BRANDS
IN ADVERTISING
ADVERTISING
FUELS GDP
5.8MILLION
JOBS IN EU
2.6%OF ALL EU
EMPLOYMENT
ADVERTISING
createsjobS
Internet services
TELEVISION
REVENUES
Advertising provides
high-quality jobs
...so that these can be enjoyed for free or at a reduced rate
VALUE ADVERTISINGOF
PERSONAL
MAIL
SEARCH AND
SOCIAL MEDIA
WEBSITES
SOCIAL MEDIA
PLATFORMS ARE
ACCESSED BY
ALL SEGMENTS OF
THE POPULATION
valueofadvertising.org #AdsMatter
AS DEFINED
BY OECDSUPPORTS
COMPETITION BY
drives
innovation BY
INCENTIVISING
BUSINESSES TO
OUTPERFORM
COMPETITORS
CREATING
DIFFERENTIATED
PRODUCTS AND
SERVICES
INCREASING
CHOICE
CAN GENERATE UP TO
7 EUROS
OF GDP IN THE EU ECONOMY
JOBS DIRECTLY
INVOLVED IN
THE PRODUCTION
OF ADVERTISING
JOBS ENABLED IN
THE MEDIA AND
ONLINE SERVICES
due to advertising
(e.g. journalists or
content producers)
JOBS CREATED IN
THE WIDER ECONOMY
due to the economic
activity driven
by advertising
MEDIA & ADVERTISING
SECTOR
34000
WHOLE EU ECONOMY
22 000
INFORMING
CONSUMERS
RADIO
REVENUES
40%
OF EU CITIZENS
REGULARLY USE
E-MAIL SERVICES
Advertising
media internetservices
75%75%
Funded by:
A research by:
AVERAGE
GROSS
INCOME
IN THE EU
17
23. The Global marketer Conference co-hosted
by WfA and the malaysian Advertisers
Association (mAA) was the centrepiece of
the week, with some of the biggest names
in marketing sharing insights into how they
have built their brands in South-East Asia and
globally.
AirAsia CEo and malaysia’s most famous
entrepreneur, Tony fernandes, gave the
keynote speech and told the story of building
a world-beating brand based on genuine
consumer insight and human understanding.
The highest-rated speaker from Global
marketer Week in Sydney, BrainJuicer CEo
John Kearon, then unveiled a unique global
study on the future of the marketing insight
function.
WfA also held an ASEAN Accelerator panel to
discuss the potential of marketing in South
East Asia.
Suresh Balaji, HSBC’s APAC Head
of marketing, Smita Gupta, TATA
Communications’ marketing Director in
APAC, miguel de Andrés, Google’s Creative
Head of Technology in APAC, ranga
Somanathan, Starcom/mediaVest’s Coo
in South East Asia and WfA’s marketing
Director for Asia, ranji David, offered their
perspectives.
James Temple, SVP, managing Director,
Executive Creative Director EmEA at r/GA,
shared his experiences on how brands
and agencies can accelerate innovation.
mondelēz’s maria mujica shared the story
of fly fearless, a culmination of many
experiments of working with agencies around
the globe.
David Wheldon, rBS Cmo and WfA President,
closed the conference with a State of the
union address and a word of advice to brand
owners.
“Brands need to act and think like people,” he
said. “In my experience, the people I’ve most
admired have a number of traits in common.
They are passionate and entertaining, they
have a point of view, they show empathy, they
are open and transparent in their dealings.
“most importantly, you know you can trust
them. The successful brands of the future will
be those that most effectively embrace these
characteristics. These attributes will govern
not only how brands communicate and serve
their customers. In an increasingly open
and transparent world, they will also be the
yardstick by which successful corporations
will be judged.”
The Global marketer Week also played
host to internal meetings including the
Executive Committee meeting, the
Annual General meeting and the National
Associations Council (NAC), which focused
on membership growth strategies with
insight-driven sessions led by heads of WfA’s
national advertiser associations.
Following on from Beijing, new
York, Sydney and Marrakech, Kuala
Lumpur played host in March to
WFa’s global event for multinational
marketers. Global Marketer Week
was an unmissable four days of
inspiration, discovery and learning,
bringing together hundreds of the
world’s top marketers and thought-
leaders at WFa’s first-ever GMW in
South-East asia.
ASEAN Accelerator panel
ASEAN Accelerator panel
Global
Marketer Week
Kuala Lumpur, Malaysia
18
25. Project reconnect is WfA’s effort to develop a
better understanding of what people want and
expect from brands. This requires listening,
dialogue and change.
Building on previous research with We
Are Social on what makes for great brand
marketing in the digital world and after
looking at the flipside of the coin – what turns
people off ads – in 2016, we set out to show
how great brand marketing puts people first
and how delivering meaningful and valued
brand experiences pays dividends.
In march 2016 in Kuala Lumpur a session was
led by Karmarama’s Executive Chairman Jon
Wilkins alongside Will Sansom, Director of
Content and Strategy at Contagious Insider.
Entitled “People Inc.”, the session also
brought together a panel of industry experts
to share their own experiences and insight on
how to foster the best possible conditions
for great work to flourish and nurture talent;
how to work with other functions internally
and get the most out of working with agency
partners; and how to innovate and look
beyond the organisation for inspiration and
talent.
In 2016, we continued working with marketing
Week in the uK and Campaign APAC to
identify great brand stories that can inspire
marketers. Some of the biggest names in
the industry, including Cmos from unilever,
Visa, Heineken, rBS and mastercard shared
their views on why and how brands need to
adapt to what increasingly aspirational and
demanding consumers expect: to stand for
something more, provide experiences and
address the world’s problems.
Their brand stories and more can be found at
www.project-reconnect.com
We have all found ads at some point
to be annoying, even intrusive.
Worse, advertising is often blamed
forsomeofsociety’smostintractable
problems. Some like to point the
finger at marketers for online
privacy issues, childhood obesity,
alcohol misuse, financial debt
and for promoting unsustainable
behaviours.
Jon Wilkins Project reconnect panel Will Sansom
Project
reconnect
Kuala Lumpur, Malaysia
“If a brand considers consumer-centricity
disruptive, it deserves to be disrupted”
Will Sansom,
Contagious Insider
20
26. WFa held its 14th annual regional
LataM meeting in Colombia, back
to back with “Cartagena Inspira,”
Latin america’s showpiece event
for communication, creativity and
innovation.
Co-hosted with ANDA Colombia on 27-28
September, the event brought together in
Cartagena regional marketers and public
affairs professionals, as well as WfA’s
advertiser associations in Colombia, Chile,
Peru, Argentina, Bolivia, Guatemala, Paraguay
and Spain.
The meetings tackled some key topics
for public affairs professionals, such as
responsible food marketing, marketing
to children and ad blocking, while the
marketing sessions centred on ad fraud,
internal capabilities and working with start-
ups. A focus was also given to audience
measurement, data privacy and the latest
trends in advertising.
The two-day event was chaired by WfA’s
Vice-President for Latin America and Grupo
Bimbo’s Senior Vice-President of marketing,
Javier medrano. The 2017 meetings will
be co-hosted with the National Advertiser
Association of Paraguay (CAP) in Asunción,
on 26-27 September.
Latin american
regional Meeting 2016
Cartagena
21
27. (All figures in euro)
Budget 2016 realised 2016
Income 3,536,479,00 3,742,791.05
revenues from associations 410,000,00 434,324.60
revenues from corporate members 2,120,000.00 2,158,164.51
New members 150,000.00 200,194.89
revenues from rmP 246,479.00 246,480.00
revenues from IArD 190,000.00 230,000.00
revenues from IfBA 275,000.00 275,000.00
revenues Sponsorship Conference 40,000.00 45,600.00
Strategic Partners 85,000.00 135,000.00
other revenues 5,000.00 0.00
Discount (early payment) -5,000.00 0.00
financial profit 20,000.00 18,027.05
Expenses 3,535,210.00 3,741,538.93
Personnel & consultants 2,588,000.00 2,478,308.11
operating costs 962,000.00 1,103,834.01
Conference & General Assembly 120,000.00 144,154.93
rmP Costs 96,000.00 96,050.00
Strategic Projects 25,000.00 249,981.88
Provision for recruitment plan 75,000.00 0.00
reinstatement Provision Strategic Projects -320,000.00 -320,000.00
reinstatement Provision for rent Compensation -10,790.00 -10,790.00
total revenues 3,536,479.00 3,742,791.05
total expenses 3,535,210.00 3,741,538.93
Final result 1,269.00 1,252.12
Financial
Statement 2016
22
28. registered auditor’s report for the year ended december 31, 2016
to the Board of directors of the World Federation of advertisers
We report to you in the context of our appointment as the association’s registered auditor. This report includes our opinion on the financial
statements, as well as the required additional statements. The financial statements include the balance sheet as at December 31, 2016 and
the income statement for the year then ended.
report on the financial statements – unqualified opinion
We have audited the financial statements of the World federation of Advertisers for the year ended December 31, 2016, which show a
balance sheet total of €4,806,803 and a profit for the year of €1,252.
Responsibility of the Board of Directors for the preparation of the financial statements
The Board of Directors is responsible for the preparation of financial statements that give a true and fair view in accordance with the financial
reporting framework applicable in Belgium, and for such internal control, as the Board of Directors determines, is necessary to enable the
preparation of financial statements that are free from material misstatement, whether due to fraud or error.
Responsibility of the registered auditor
our responsibility is to express an opinion on these financial statements based on our audit. We conducted our audit in accordance with
the International Standards on Auditing (ISAs). Those standards require that we comply with the ethical requirements and plan and perform
the control to obtain reasonable assurance about whether the financial statements are free from material misstatement.
An audit involves performing procedures to obtain audit evidence about the amounts and disclosures in the financial statements. The
procedures selected depend on the registered auditor’s judgment, including the assessment of the risks of material misstatement of the
financial statements, whether due to fraud or error. In making those risk assessments, the registered auditor considers the association’s
internal control relevant to the preparation of financial statements that give a true and fair view, in order to design control procedures that
are appropriate in the circumstances, but not for the purpose of expressing an opinion on the effectiveness of the entity’s internal control.
An audit also includes evaluating the appropriateness of valuation rules used and the reasonableness of accounting estimates made by the
Board of Directors, as well as evaluating the overall presentation of the financial statements.
We have obtained from the Board of Directors and association officials the explanations and information necessary for our audit. We
believe that the audit evidence we have obtained is sufficient and appropriate to provide a basis for our opinion.
Unqualified opinion
In our opinion, the financial statements of the World federation of Advertisers give a true and fair view of the association’s equity and
financial position as at December, 31, 2016, and of the results of its operations for the year then ended, in accordance with the financial
reporting framework applicable in Belgium.
auditor’s
report
Lasne, february 14, 2017
michel WEBEr, reviseur d’entreprises
registered auditor
23
29. Marketing & Public affairs
contacts engaged
6k+ attended by
450+ marketers
in South East Asia
the WFa team
10 nationalities, 15 languages spoken:
Soo-uh Sdaai!Hello! Hallo! Hallå!Привет!Bună!¡Hola!Dag!Bonjour! Hujambo!Dzień dobry! Kamusta! Nín h o!Ciao!moi!
Belgium france uk
T
he
NetherlandsLuxembourgItalySpainGermanyS
witzerlandromaniaSlovakiaTurkeyIndiauAESing
aporemalaysiaHongKongChinaCambodiaColom
bia
Peru Brazil uSA
Meetings in
30 countries
80+
WFa
meetings
average
meeting
attendance29
• WFaforum in Dubai
• CMOforum in Hong Kong
• InSIGhtforum in Singapore
• CdOforum in Hong Kong
First
in corporate
membership to
87 companies
12% growth
Used by 82% of members
marketing
benchmarks
100+
WFa worked with
16 industry sectors
2016 in
numbers
24
30. World Federation of Advertisers
London, Brussels, Singapore
wfanet.org
info@wfanet.org
+32 2 502 57 40
twitter @wfamarketers
youtube.com/wfamarketers
linkedin.com/company/wfa