This study was led by the World Federation of Advertisers (WFA), in partnership with research agency 2CV and 28 national advertiser associations around the world, including the ACA. It was undertaken in an effort to understand the current and future challenges today’s marketers face, what can be done to bridge any skill gaps that exist, and what else CMOs need to be conscious of to succeed into the 2020s.
The study reports on the responses from 683 senior marketers, including Canadian marketers, as well as in-depth interviews with eight marketing leaders at blue-chip brands.
Alongside the global report, there is a focused report that examines the Canadian results and how they compare to overall global benchmarks.
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