WFA

Where do marketers need the most help with transformation for growth? 1,000 delegates from 40+ countries explored that question at WFA Global Marketer Week in Stockholm a few weeks ago. Here are some takeaways from the conference: 👉 Ground yourself in the fundamentals before chasing the future. Invest in real people, as Procter & Gamble Europe CMO Taide Guajardo emphasised, and simplify your brand to its core essence, as Arla Foods CMO Patrik Hansson prescribed. 👉 Marketers and AI is like kids and fireworks, as System1's Andrew Tindall puts it. Powerful, exciting – but only brilliant when handled with care. And as DEPT®'s Isabel Perry shared, the new customer journey demands both human and AI. People love you, but does AI like you? 👉 Trust is the ultimate currency, as Mars CMO Gulen Bengi reminded us. Brands become iconic when people trust them. 👉 Sustainability isn't just the right thing to do – it's the smart thing to do, as Opella CMO Alberto Hernandez & Asahi Group Holdings' Head of Sustainability Preeti Srivastav explained. Look at sustainable marketing as a way to strengthen brands & products. 👉 Amidst all uncertainties, marketers have an optimistic gene in their DNA, as WFA CEO Stephan Loerke puts it. Brands can be a beacon in the storm. ✍️ The talented team at Scriberia transformed these insights into brilliant visuals in real time. Watch the timelapse to see the ideas come to life. Thanks to our partners at REBORRN. ▶️ WFA members can rewatch key speaker sessions from #GMW26 here: wfanet.org/stockholm

🎉 WFA turns 73 this week! For more than 7 decades, we've brought together marketers from around the world through practical peer-to-peer exchange – helping them drive brand & business growth. Upcoming WFA meetings (in various shapes & sizes) for senior marketing & policy professionals: ➜ May 19: Marketing Capability Forum in New York: https://bit.ly/4nrrpdC ➜ May 20: Media Forum (remote): https://bit.ly/3PnCgsh ➜ June 2: Policy Action Group (PAG) in Brussels (hybrid): https://bit.ly/4wm1wQl ➜ June 2: WFA Summer Drinks in Brussels: https://bit.ly/4udIdHy ➜ June 3: WFA Forum in Tokyo: https://bit.ly/4dnjidy ➜ June 4: Webinar on the new rules of AI brand visibility: https://bit.ly/4u87SRQ ➜ June 11: Spotlight – Better marketing in Asia Pacific (remote): https://bit.ly/4tB2GF6 ➜ June 11: Creator Forum (remote): https://bit.ly/4dIEPi2 ➜ June 17: Sourcing Forum (remote): https://bit.ly/4tM5EqA More events at wfanet.org/events Stephan Loerke Robert Dreblow Laura Forcetti Laura Irvine Chrystal Yeong Matt Green Tom Ashby Julia Kraft Brenna Brandes Gabrielle Robitaille Alexandre Boyer Maxime Ricard Ana Mendieta Ovejero Hanne van de Ven Amparo Gómez Castro Esther Raado Claire Mullen Justine David Luca Roberts

The Unstereotype Alliance has just released its State of the Industry Report. https://lnkd.in/e6AWUq8q Inclusion has moved from an aspiration to a commercial imperative. There is plenty of evidence that inclusive marketing drives business growth - both short-term and long-term. The industry has come a long way, yet progress remains uneven. Elspeth (Elly) I'Anson Gül Şener Jacqui Stephenson Xavier Rees Camelia Cristache-Podgorean Laura Baeyens Will Gilroy Christopher Richards Claire Mullen Laura Forcetti Gabrielle Robitaille Matt Green Robert Dreblow

🔴 We are hiring! WFA is looking for an experienced Senior Communications Manager to join our Communications team based in Brussels (hybrid working in office 2-3 days/week). To apply and for more info about the role: https://bit.ly/4eJevFA Will Gilroy Camelia Cristache-Podgorean Laura Baeyens

Connected TV (CTV) is the media channel we receive most member questions about, besides retail media. And there seems to be a gap across the Atlantic, with US-based teams questioning why European media teams aren't adopting it faster, and Europeans questioning why Americans keep mentioning it! WFA have produced a guide with IAB Tech Lab to help members get more from the media channel, with a series of questions to consider asking partners in this space. Thank you for the partnership Barnaby Edwards! (PS We see both US and European viewpoints as valid, given their respective ecosystems and consumer adoption rates)

Marketing transformation is now a permanent reality for global brands, with 96% in continuous change. What separates success from failure isn't budget, technology, or even strategic clarity: it's the fundamental approach leaders take to delivering that change. 🔴 New WFA report in partnership with Ogilvy Consulting introduces four leadership archetypes that shape transformational success – offering CMOs a practical framework for building balanced, future‑ready marketing teams. ➜ Get your copy here: https://bit.ly/4u7kgBF

WFA is a proud partner of ProcureCon Marketing 2026 which will bring together marketing procurement leaders on June 3-4 in London to explore how AI, data & technology are shaping the future of marketing sourcing. See the #PCM2026 agenda & speakers here: https://lnkd.in/eZHWTBkn 🔴 WFA members can enjoy a 10% discount on tickets. Get in touch with Laura Irvine for the discount code & book your seat here: https://lnkd.in/efXcWTYP ProcureCon Europe Series #ProcureConMarketing #ProcureCon

“The best CMOs recognise that AI is more of a leadership challenge than a technology challenge”. Dan Taylor, VP Global Ads at Google, unpacks what has changed over two decades of digital advertising, the practical side of AI & creativity, and how to have clearer conversations with the CFO on the latest episode of the WFA #BetterMarketing podcast with David Wheldon OBE. ▶️ Watch or listen: https://bit.ly/4eAPiwT 👉 Subscribe to the WFA #BetterMarketing podcast: https://bit.ly/41ZwqkF Thanks to Meta for supporting the podcast. Will Gilroy Chris Richardson Camelia Cristache-Podgorean Laura Baeyens Coolbox Films