Campaign and Kantar are supporting the initiative
More than three quarters of advertisers in a new survey from the World Federation of Advertisers say the pandemic strengthened their ties with agency partners. However, only 20% have adapted their performance evaluation or KPIs as a result.
Atul Agrawal of Tata is part of the organisation's executive committee.
A World Federation of Advertisers study reveals a big disconnect between the actual attitudes of Asia-Pacific consumers about brands that exhibit a higher purpose and CMO perceptions of those attitudes. The WFA surveyed more than 800 marketers in 33 countries. Only 4 per cent named Apac as the region with the greatest proportion of consumers who buy brands that support good causes - a result that flies in the face of findings from Edelman's research on brand purpose (see below).
The office will be led by director of communications Will Gilroy, who has relocated from Brussels
A study by the World Federation of Advertisers finds that senior marketers fear data overload from digital channels and are looking for ways to simplify the KPIs (key performance indicators) they monitor.
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