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Rory Sutherland on fat-tailed marketing + why creativity outperforms efficiency #bettermarketingpod
Magnum Ice Cream's CMO on leaving Unilever, Minecraft ice cream and achieving cultural relevance
How can we do a better job of marketing marketing?
On bridging consumer & business | WFA #BetterMarketingPod with Marcel Marcondes, AB InBev
On agency experience, AI and messaging | WFA #BetterMarketingPod with Nicola Mendelsohn, Meta
Latest industry insights
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Forum ConnectCMO ForumGlobal brands, global shifts: marketing transformation in action
Read more about "Global brands, global shifts: marketing transformation in action"A round-up of what we learned at Forum Connect New York 2025.
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Marketing procurementMarketing procurementCMOs: your marketing procurement team might be more useful than you think
Read more about "CMOs: your marketing procurement team might be more useful than you think"Deeper collaboration with marketing procurement can be a quiet competitive advantage for CMOs – and a powerful ally. Laura Forcetti, Director of Global Marketing Sourcing at WFA, explains why.
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Marketing effectivenessRory Sutherland on fat-tailed marketing and why creativity outperforms efficiency
Read more about "Rory Sutherland on fat-tailed marketing and why creativity outperforms efficiency"The biggest wins in marketing rarely fit into neat dashboards. Marketing guru Rory Sutherland joins us to unpack why creativity is “fat-tailed,” how a few outlier ideas create the lion’s share of value, and why short-term incentives push teams to optimise what’s easy to count rather than what actually compounds.
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Global Marketer of the YearWFA reveals finalists for Global Marketer of the Year 2025
Read more about "WFA reveals finalists for Global Marketer of the Year 2025"Expert jury selects top global marketing leaders from Cathay Pacific, The Coca-Cola Company, e.l.f. Beauty, Grab, Lenovo and Mercado Libre
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AIUnderstanding global rules on AI transparency in advertising
Read more about "Understanding global rules on AI transparency in advertising"What are the implications of the EU AI Act?
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Media & analyticsFull-funnel media planning – perspectives from global media leads
Read more about "Full-funnel media planning – perspectives from global media leads"Improving measurement and attribution across the customer journey is the top benefit behind full funnel strategies.
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Marketing procurementMarketing procurementHow are marketing procurement leads managing POS & Displays?
Read more about "How are marketing procurement leads managing POS & Displays?"Digitalisation and sustainability are influencing the future of POS & Displays.
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Marketing effectivenessHow brands are unlocking insights with mature knowledge management systems
Read more about "How brands are unlocking insights with mature knowledge management systems"WFA research reveals that many of the world’s biggest brands are still struggling to access full value from the knowledge they hold within their organisations.
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CultureWhat’s best practice for training insights teams?
Read more about "What’s best practice for training insights teams?"How storytelling and AI can ramp up your insights training.
Our upcoming events
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The WFA Executive Committee provides strategic guidance and governance for the World Federation of Advertisers, ensuring that the organisation’s priorities, initiatives, and advocacy efforts reflect the needs and interests of global marketers. It serves as the key decision-making body shaping WFA’s direction and impact worldwide.
This is a virtual meeting.
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For global/regional in-house agency leaders and specialists
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WFA’s Sustainable Marketing Community aims to equip brand marketers with the knowledge, insights and practical guidance needed to leverage Sustainable Marketing to build strong, future-proof brands that benefit all stakeholders longer-term.
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Boasting over a 1700 marketing sourcing contacts around the world, the Sourcing Forum has been referred to as a group of “enlightened marketing procurement specialists”.
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In a vast expanse of information about the agency world and the brands they serve, what focal points merit our attention in the ever-evolving brand/agency landscape, and how can we effectively navigate the common challenges brands encounter when working with agencies?
