WFA

⚽ Global media price inflation is set to increase to 4.4% for 2026 – driven largely by the 2026 #FIFAWorldCup. This is according to the latest wave of Outlook, WFA’s biannual poll of media price inflation forecasts in 41 markets. The impact extends across traditional media in co-host markets (USA, Canada, Mexico) and in markets with strong football followings worldwide. 📈 Other trends to watch: ● AI-generated answers in search results are compressing the pool of commercial search impressions – pushing up paid search costs in key markets. ● Linear TV is the fastest-inflating media channel in 2026, at +7.7%. ● Audiences and budgets continue to migrate to Connected TV, but inflation hasn't followed. ● India is the fastest-inflating major market, with elections adding pressure across TV, OOH, Print and CTV. ➜ Find out more: https://bit.ly/4vzFg50 A big thanks to #WFAOutlook (April 2026) contributors: dentsu, Havas, Publicis, Omnicom, the7stars, Cortex, Ebiquity plc and mediasense Tom Ashby

Sustainability and marketing together present a growth opportunity for brands to unlock exponential positive impact for the planet and people. I’m looking forward to speaking, sharing and learning at the WFA World Federation of Advertisers and Sveriges Annonsörer Global Marketer Conference - bringing together ideas and thoughts from Asahi Group Holdings and from the wider community of leading sustainable marketing thinkers of the Sustainable Marketing group. Robert Dreblow Michelle McEvoy Stephan Loerke, Alberto Hernandez WFAnet.org/stockholm #GMW2026

🔴 One week to go before WFA Global Marketer Week which will bring together 1,000 senior marketers from 40+ countries on April 21-24 in Stockholm. During the week, WFA's peer-to-peer communities for AI, CMOs, Media, Sourcing, Insight, Policy and national associations will meet to tackle their most pressing challenges – from marketing transformation, effectiveness and measurement to agentic AI, influencers and the future of industry partnerships. #GMW26 will also feature the #BetterMarketing Plenary, where Contagious' Katrina Dodd, The Brandtech Group's Angela Tangas and Asad Dhunna from The Unmistakables will each make their case for what will drive the most brand growth in the future – creativity, AI and tech, or inclusive marketing. ➜ Find out more at wfanet.org/Stockholm Jérôme Amouyal Jodie Bailey-Norris Ludovic Basset Les Binet Richard Brooke Ekaterina Bueva Sergi Calvo Soler Deniz Ozer Can Nicolas Comestaz Trine Danielsen Marco Dogliani Antonia Farquhar Bruno Gralpois Jennifer Grieger Leïla Hamidou Krista Hill Alison Keith Henry Leon Rory McDonnell Marie Museux Philip Myers Rafael Narvaez Viktoria Orcsik Sorin Patilinet 📙Kat (Katherine) M. Robison Ezgi Sahin Ruben Schreurs Jiunn Shih Alexander Shmelkov Jacqui Stephenson Claire Thwaites Gareth Townsend Sylvia van der Waal Lauren Walker Cecilia Weckstrom Lyndsay Weir David Wheldon OBE

📰 Final speakers announced for Global Marketer Week in Stockholm, new guidance on AI labelling, WFA Creator Forum launched, and more... 👉 Subscribe to WFA News, our monthly global newsletter for analysis, insight & opinion from the world's top marketers: https://bit.ly/4t7rCod Will Gilroy Christopher Richards Camelia Cristache-Podgorean Laura Baeyens

The EU's green claims landscape is complex - but advertisers are not standing by.   WFA's latest survey of leading consumer goods brands finds that despite deep uncertainty around the EU's green claims rules brands took actions:   📋 Environmental claims policies: 60% → 90% (2024 v 2026) ⚙️ Compliance processes: 50% → 80% (2024 v 2026) 📣 70% have updated commercial communications   Nonetheless, the Empowering Consumers Directive is creating uncertainty. Over 80% of respondents cite lack of clarity as the core challenge. Some brands are pulling certified, science-backed claims because the legislation is too vague.   As the application date of the Directive approaches, a clear framework is needed to truly empower consumers with information they can rely on. WFA Members can access the report below and happy to be in touch for more information! https://lnkd.in/e7-nqK33   #Sustainability #GreenClaims #Marketing

Making marketing better – and building better marketers – starts early. 🎓 WFA's Asia Advisory Board has launched an Executive in Residence Programme in partnership with Singapore Management University and Nanyang Technological University Singapore, to promote marketing to the new generation in Asia-Pacific. It brings Asia's top CMOs into classrooms to show that marketing is not just a support function, but the growth engine of modern business. Students will gain a behind-the-scenes view of how leading global brands operate, how senior marketers navigate technological change and shifting consumer expectations, and what it really takes to lead a marketing organisation today. The new programme is led by Josephine T. (Diageo) & Lex Bradshaw-Zanger (L'Oréal) on behalf of the Asia Advisory Board and is supported by WFA members in the region. ➜ Fore more info: https://bit.ly/4cxnTdM Rupen Desai Dhiren Amin Edward Bell Juliana chu Sameer Desai Cheryl Goh Mikimasa(Miki) Hamamatsu Silas Lewis-Meilus Kenneth Lim Kok Hwee Ng Laura Forcetti Chrystal Yeong

🌱 How do you build a sustainability story that's credible and commercially powerful? Rather than treating sustainability as separate from marketing, the most effective brands are using it as a marketing asset. Pippa Morris, Head of Strategy at REVOLT, and Lindsay Philpott, Sr. Manager, Sustainability Communications at KIND, will share insights into why leading brands are asking not just "what can our brand do for sustainability?" but also "what can sustainability do for our brand?" WFA members can register for the April 30 webinar here: https://bit.ly/3OzI2Xr Michelle McEvoy

🎨 Where will creativity come from in the future and what will be the role of AI? WFA and LIONS are setting out to better understand what clients think will be the key ingredients to success with a new piece of research.   82% of clients told us back in 2022 they consider creativity to be marketing's superpower. Now we want to know how senior brand marketers think that will evolve – and what role AI will play in the creative mix.   The results will be published ahead of the Cannes Lions International Festival of Creativity and will be part of a wider push to promote the power of creativity to brand owners at the festival, including the newly launched Creative Brand Lion.    ➜ For more info on the Creative Brand Lion: https://bit.ly/3O5O9mf or to fill out our 5-min survey: https://bit.ly/4stNN74   Robert Dreblow Will Gilroy Camelia Cristache-Podgorean Stephan Loerke Christopher Richards Paul Kemp-Robertson Alex Jenkins Katrina Dodd Aditya Kishore David Tiltman Camilla Lambert Marian Brannelly  

🤳🏻Creator marketing is rapidly becoming a core pillar of brand investment. WFA research shows 99% of global brands use creators & influencers, with 60% planning to increase investment in the years ahead. To help members navigate this fast-evolving space, WFA has launched the Creator Forum – an exclusive community for senior marketers harnessing creator marketing as a driver of brand awareness & growth: https://bit.ly/3NQ0dYM To find out more, please reach out to Brenna Brandes.