WFA Effectiveness Culture Nordics
Marketing effectiveness is THE key priority for most (if not all) of WFA’s various peer groups. So late last year they began a process to distribute knowledge on the topic among our members. They decided that the best way to achieve this was through a mixture of written materials, surveys and reports, dedicated events and industry pressure (where needed).
The kick off was with the global survey and a series of ‘Forum Connect’ events, so far held in Amsterdam and Singapore (with NY to follow in November 2023). Essentially these were client-only mini-conferences designed to provide a space for marketers from a cross-section of disciplines to connect and exchange on effectiveness. Both events and the survey have highlighted a number of common challenges.
WFA had 36 completed answers from Nordics (Finland, Sweden, Norway) that were used to build this dedicated report.