Community matters in unpredictable times. WFA's CEO year in review.

We live in unpredictable times. Times that require us to be even more agile and more effective than ever. From the ongoing war in Ukraine to the impact of climate breakdown and the on-off tariffs and trade wars that are disrupting businesses and supply chains to the new technologies we are all adapting to, change is now part of all our job descriptions.

The scale of unpredictability was underlined by research we conducted earlier this year where 93% global marketers and senior policy leads agreed that the operating environment is less or much less predictable than 12 months ago and it no longer feels like 'business as usual' (78%).

Additionally, 81% agreed that today's environment is riskier for brands compared with 12 months ago, with the same number saying they are taking more time to review what they stand for and how they articulate positions and values externally.

Those numbers encapsulate the ongoing challenge facing all our members and brands around the world, but it also highlights the value and reassurance that membership of the WFA provides.

Thanks to your support, our revenues and membership are growing, demonstrating that so many brands get value from the opportunity to learn from each other and share best practice with peers.

And because marketing has always been about proof of effectiveness, we can demonstrate how the global marketing community is recognising the value of the WFA more than ever.

• In 2025, we held our biggest ever Global Marketer Week with more than 2,000 attendees.
• Our Forum Connect sessions continue to grow with over 600 senior marketers joining sessions in Amsterdam, New York City and Singapore.
• The APAC and LATAM networks go from strength to strength, recognising the specific challenges facing marketers and policy leaders in these two vital areas of the world. The APAC network now brings together over 2500 senior marketers. LATAM brings together over 800 and this year's regional LATAM meeting saw a record turnout in Montevideo.
• The WFA AI Community is thriving with 150 brands and more than 1,000 leaders regularly joining our meetings to discuss the opportunities and challenges relating to AI and marketing.
• Our policy work under the guidance of the WFA Policy Board is delivering value across multiple areas and representing marketers' best interests to policymakers in vital areas such as data use, AI and influencers.

Beyond these achievements, our content is proving even more attractive than ever with over 20,000 playbook, report and benchmark downloads across the course of the year by members seeking to find the best solutions for their challenges and their brands.

We've not only added over 200 new pieces of content to our global knowledge base, we have also invested in a new AI-powered platform for all our content to ensure it's more personalised for members and easier to access, making global expertise available 24/7.

As the marketing profession looks forward to another year, one which is likely to be as unpredictable as the last 12 months, we can do so with energy and optimism. There is so much more we can achieve for our brands and our businesses, if we take a strategic, mindful approach to our individual challenges.

As one CMO stated in our landmark Marketer of the Future 2025 Study: "The pace of change will continue to accelerate. New technologies will offer more opportunities and challenges. But technology is just a means to an end. A structured focus on where, and how, to invest in your people, the marketers of the future, will serve to enhance your organisation's capabilities and strategic impact."

And it's with that sentiment in mind that I turn to the WFA team, with a great sense of pride and gratitude. For they are the heroes behind the WFA's success and the magic ingredient in the sense of community that WFA fosters.

Looking back at 2025, I must thank our members and partners for your ongoing support - and the WFA team for their energy and drive.

Bring on 2026! I look forward to seeing as many of you as possible at Global Marketer Week 2026 in Stockholm.