The research questionnaire was a shortened version of one developed in the UK for the AA/ISBA/IPA-led All In Census led in March 2021. AA and ISBA were enormously generous in terms of sharing their learnings from the UK experience.
In total, WFA counted on the support of more than 160 organisations operating at global, regional and local level. That makes this effort the single biggest collaboration in the history of the global marketing industry.
The output is in-depth insight into the lived experiences of more than 10,000 people across our industry, insights that will enable us to drive change. To all those who partnered with us and to all those who responded to the survey, we are incredibly humbled and grateful.