Project Reconnect

About us

We’re the World Federation of Advertisers. But that doesn’t mean we think all advertising is great. Sometimes, it can be annoying, even intrusive. Worse still, some people blame advertising for society’s problems.

Project Reconnect is our effort to listen to what people really want from brands and advertising. We hope to give marketers practical guidance to make sure their behaviour is in tune with what people want and expect.

After all, advertising can be useful and entertaining. And it’s a critical driver of economic growth. What we’re asking you for is a little help… so that we, as an industry, can make it just a bit better.

Contact us for more info

EU Director of Consumer Affairs on online advertising

The European Commission’s Director of Consumer Affairs, Despina Spanou, offers her views on online advertising and tells the WFA that social media needs to be the organisation’s number one priority in terms of policy issues.

People lie at the heart of brand success. Brands need people and their support to thrive.

Marc Mathieu, SVP Marketing at Unilever and WFA Executive Committee member explains Some brands have their purpose defined at birth, some have to discover it along the way. But increasingly all brands need a purpose to survive — and thrive — in today’s highly competitive market. When we launched Project Reconnect at the Global Marketer Conference in Sydney, the aim was to help identify best practices that are shaping the… Read more

Why the usual suspects deserve our respect

By Simon Kemp, Regional Managing Partner Asia, We Are Social Over the past few months, I’ve been partnering with the World Federation of Advertisers to identify the brands that marketers around the world respect the most. Over the course of our conversations, the same handful of brands came up again and again. But what is it about brands like Red Bull, Nike, and Dove that marketers respect so much? 1…. Read more