WFA launches global census of advertising, marketing industry

The World Federation of Advertisers (WFA) is partnering with Campaign, Kantar to launch an industry-first global census of the marketing and advertising industry, designed to provide hard data on the people who are working in the profession.

The research which will run across 27 markets is supported by global companies including Diageo, GSK, Havas, Mars, Mondelēz and Reckitt, as well as advertiser associations such as EACA and VoxComm.

According to WFA, the survey, going live from June 21 to July 2 will assess where the global advertising and marketing industry is in relation to diversity, equity and inclusion by investigating workforce composition across the industry as well as people’s perception of diversity and inclusion in the workplace, including their sense of belonging and their perception of progress.

WFA CEO, Stephan Loerke said: “This is a historic moment for our industry. For all the talk of ‘we are in this together,’ the pandemic has shown this to be simply untrue. Inequalities have been exacerbated by recent hardships. Anecdotal evidence suggests the industry is going backwards on diversity and inclusion. It is imperative we get a first-ever industry baseline so that we can draw a line in the sand and move forward together in improving the state of diversity, equity and inclusion in our industry.”

The goal of the project is to establish a baseline for industry progress to inform an action plan for improvement, led by WFA’s diversity and inclusion taskforce. Kantar will analyze the results of the study, and the findings will be published across Campaign’s regional outlets later in the year and presented at leading industry events in October 2021.

The survey will run in Belgium, Brazil, Canada, Colombia, France, Greece, the Gulf Cooperation Council (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the United Arab Emirates), Hong Kong (SAR), China, India, Ireland, Japan, Malaysia, the Netherlands, New Zealand, Pakistan, Portugal, Singapore, South Africa, Spain, Sweden, Turkey and the U.S.

Jess MacDermot, global portfolio director at Campaign: “Campaign is delighted to be partnering with the WFA on this global diversity and inclusivity survey, which builds on the initiatives we and countless others have already undertaken to highlight both the progress being made by the industry, and the significant challenges that remain and which must be tackled. We look forward to lending our ongoing editorial and commercial support to this project, within all our global editions.”



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