Resources

This report, conducted by the WFA in collaboration with Oxford, highlights the evolving skills and capabilities needed for marketing teams to navigate a rapidly changing landscape, emphasizing the importance of demonstrating tangible business value.

This Advisory guides the advertising industry on compliant use of claims like “Made in Canada” and “Proudly Canadian,” detailing requirements for Canadian content and the importance of overall impression in advertising.

Read through this CMO’s guide to brand building in the performance era.

Learn more on the Front-of-package nutrition symbol with the Government of Canada guidelines.

The Marketer's Toolkit identifies five trends that will disrupt existing global marketing practices and offers insights to help turn these disruptive areas into opportunities for growth.

COMvergence Key Highlights 2024 document presents an unparalleled overview of the major concluded media pitches, agency/group leadership appointments and main achievement.

Skai’s 2025 survey of retail media marketers

Explore and discover who are the top agencies in the world shaping the future of their industries.

Get the full picture of who’s watching what: Download the latest market-specific Total TV & Streaming Viewership report for Ontario and Quebec Franco.

Explore the vital role of brand safety in modern marketing and how it impacts your brand's reputation and revenue.

Discover the rules and guidelines for using accessible visuals and text. Thay are designed to maximize accessibility for a blind and partially sighted audience while not limiting creativity.

Accessibility in advertising is pivotal to ensuring that all ads have the opportunity to be seen, heard and understood by audiences, irrespective of their physical or cognitive abilities. Download XR’s report to learn more.

BrandSnapshot brings you intelligence on the strengths and weaknesses of brands across 1000+ categories in 44 markets. Access data from the world’s most extensive brand equity study available for the first time in an interactive dashboard completely free.

Learn more about the most valuable Canadian brands, with insights on how to shape your brand future.

Explore this System 1 research analyzing over 4,000 ads from 56 brands, revealing insights from £3.3 billion in TV ad spend. Introducing the Creative Consistency Score (CCS), uncover how consistency affects creative quality, brand impact, and business results.

Essential insights on how Live Radio continues to be a dominant force in the marketing landscape, and exploration of the pivotal role that Broadcast Radio plays in the marketing funnel, highlighting its effectiveness across various stages of the consumer journey.

French-speaking Canadians have a close relationship with television. They watch more TV and spend less time on streaming services compared to the average Canadian.

GARM and Ad Net Zero (June 2024)
The objective of the framework was to enable advertisers and their collaborators to comprehensively grasp and proactively mitigate the carbon footprint of their media strategies.

Discover the latest insights and trends shaping the global market landscape in the Kantar BrandZ Top 100 Most Valuable Global Brands report.

R3's Global Agency Family Tree offers an overview of the global marketing agency landscape, encompassing prominent holding firms, advisory firms, and autonomous agencies.

The Greenprint USA comprises innovative efficacy investigations conducted by System1 in collaboration with behavioral science advisor and writer Richard Shotton, aiding brands in effectively tackling the environmental emergency.

Mastering the language, vernacular, and acronyms is half the battle to understanding.
This updated version of Lumency Sponsorship Glossary is a helpful reference for those new to sponsorship.

R3’s Marketing Procurement Trends 2024

The latest edition of the ThinkTV's Power of TV report provides an in-depth analysis of TV usage and its unmatched effectiveness. Discover why consumers find TV ads to be the most memorable, trustworthy, and influential, and how TV boosts digital sales ROI by 19%.

ThinkTV's latest Ad Nation research reveals a fascinating insight: Marketers are anything but normal. Their media consumption patterns diverge significantly from those of the average Canadian, shaping widespread misconceptions about media habits.

This document, written by Colin Lewis, outlines seven challenges for retail media in 2024. It presents ideas with nuance to help shed some light on Retail Media that are meant to be both thought provoking and help the reader stay ahead of the curve.

Ad Standards (2023)

These guidelines illustrate best practices for influencer marketing disclosure.

WFA’s Creating a global culture of Marketing Effectiveness (North American Report) The Canada/US results of the WFA’s Creating a Global Culture of Marketing Effectiveness report are now available to you. Based on a survey of over 300 marketers (and with inputs from 21 national advertiser associations, including the ACA), the report is the best place […]

Rogers Sports & Media Full Stream Ahead Report ’23 The Full Stream 2023 report dives into the latest streaming behaviours of Canadians – a truly complex audience. You can watch the stream here or download the report and read about the top trends; The state of streaming in Canada The various profiles of Canadian video […]

WFA’s Sustainable Marketing 2030 (North American Report) The results of the WFA’s Sustainable Marketing 2030 survey are now available to you. The North American Report contains critical information on setting the sustainability context, progress on the sustainability journey, sustainability performance across marketing levers, and more.  

Sustainable Marketing 2030: A Sustainable Growth Framework for Marketing The key to sustainable marketing lies in advocating for and adopting circular principles in every aspect of the discipline. Based on the findings of this study, the circular marketing growth framework is designed to reimagine marketing’s role within the business and in society, to help make […]

Leadership plays a critical role in navigating the current economic landscape, which is marked by unprecedented challenges.

Ritson’s Recession Playbook 9 steps marketers should take to survive the dark times ahead. Download the Report

Ebiquity Canada has just released its 2023 media inflation report. Continued upward pressures are noted on key media.

Canadians and Inflation: The current inflation cycle will hurt the most vulnerable Canadians the most. And not just because of economic disadvantage. Psychological factors play a part as well.

This document represents the Media Rating Council’s (MRC’s) effort to set standards for data quality and attribution of outcomes (Outcomes referred to generally throughout this document) to ad exposure and engagement as part of its ongoing effort to develop standards for media and advertising measurement.

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This joint WFA and MediaSense study examining global media talent was launched in May 2022 on the back of the Media2025 research which revealed how 56% of brands felt that a skills shortage was holding the industry back.

(2021)

This toolkit is a series of 6 reports focused on specific strategy and planning components marketers can use to successfully navigate the 2022 year.

Key Questions to Ask Suppliers and Vendors (2020)

This two-page reference document developed by the Media Rating Council outlines ten questions advertisers should ask their suppliers and vendors to maximize brand safety.

The Canadian Sponsorship Landscape Study (CSLS) provides the most comprehensive information on the scope, scale and trends of Canada’s sponsorship industry, including industry size, spending by sector, activation trends, evaluation practices, strategic priorities and future outlook.

(2017)

The Brand Purpose Report analyses trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Brand Purpose category of the 2017 WARC Awards.

Report (2017)

This report by World Federation of Advertisers isolates the economic and social contribution of advertising and highlights its ability to drive economic growth.

A Definitive Source For The Media Marketplace (2017)

CMDC’s 2016/17 Media Digest is a one-stop shop for media information.

This report, conducted by the WFA in collaboration with Oxford, highlights the evolving skills and capabilities needed for marketing teams to navigate a rapidly changing landscape, emphasizing the importance of demonstrating tangible business value.

This Advisory guides the advertising industry on compliant use of claims like “Made in Canada” and “Proudly Canadian,” detailing requirements for Canadian content and the importance of overall impression in advertising.