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In this Candid CMO feature, WFA speaks with Sydney Nhlanhla Mbhele, Group Chief Marketing and Corporate Affairs Officer Absa Group about building meaningful brands across Africa and why lived experience matters more than data alone.

Advertising is getting pricier, yet the results many marketers care about most are shrinking. David talks with Andrew Tindall from System1 about what sits underneath that decline and how to fix it without hiding behind vanity metrics.

The tournament's most talked about campaigns didn't come from the biggest media budgets, but from brands that understood the fandom they were joining, says Misha Sher, Founder of One of Not Many.

The world is becoming increasingly volatile and brands cannot afford to ignore the strategic power of proactive policy approaches, says Gabrielle Robitaille, Director of Policy at WFA.

Paul Limbrey, Google's VP of global 3P ecosystem, explores new Google-commissioned research on agency excellence from Boston Consulting Group. He breaks down how agencies can use structural shifts and innovation in the AI era to reclaim their role as indi

WFA regularly conducts research and creates best practice guides with our strategic partners to help members supercharge better marketing. Here's our selection of the highlights from the last couple of months.

Please note that GARM was discontinued on August 8 2024. See morehere.Global Alliance for Responsible Media (GARM) agrees commitments and timeframe for the first global brand safety and sustainability framework for the advertising industry.