Our Community

WFoA is powered by an interdisciplinary global community of forward-thinking, open-minded collaborators who support and advance the mission of co-creating advertising and marketing that is not only good for business, but also good for people and good for society. We refer to them collectively as the WFoA Innovation Network, and credit them as co-authors with us of Beyond Advertising: Creating Value Through All Customer Touchpoints.

Global Advisory Board

At the heart of the WFoA Program is a global group of forward-looking thought leaders from across industry and academia who come together, along with others from their networks of influentials, to share and debate innovations, insights, and trends and set the WFoA Program agenda.

Marketing Matters/CMO Spotlight Radio Show Guests

Since Wharton Business Radio launched on Sirius XM 111 in January 2014, WFoA has hosted dozens of executives, innovators, authors and alumni as guests on the Marketing Matters and CMO Spotlight shows, Wednesdays 5 – 7pm ET.

Advertising 2020 Contributors

Over 200 thought leaders, innovators and visionaries around the world have contributed to an ongoing project to answer two simple questions: What could/should advertising look like in 2020? What should we do now to achieve that future? Advertising 2020 is a mosaic of those insights and ideas.

Roundtable, Workshop, and Conference Participants

WFoA hosts and co-hosts gatherings to share, discuss and debate key topics concerning the future of advertising and marketing. Past events include two Empirical Generalizations in Advertising Conferences resulting in special JAR issues, the 2016 WFoA Annual Meeting held in London, and the 2016 Annual Media Future Summit.

Penn and Wharton Alumni

Penn and Wharton alumni are leaders across the evolving advertising and marketing ecosystem. To become involved and get to know each other, please request membership on our WFoA Alumni LinkedIn Group.


In addition to practitioners, the WFoA community is enriched by the active involvement of leading academics who have participated in our conferences, roundtables, and research projects. Several professors are now including Beyond Advertising concepts to imbue their classes with the future-oriented model and roadmap created in conjunction with our Advertising 2020 contributors. Academics’ essays for the Advertising 2020 project can be found here

Empirical Generalizations in Advertising

The Empirical Generalizations in Marketing conference is a gathering of top researchers and practitioners from diverse areas of advertising who present on papers that summarize research-based knowledge in the field. Hosted by WFoA in cooperation with the Ehrenberg-Bass Institute and the Advertising Research Foundation, this invitation-only conference explores the latest research and decision-making implications of these findings.

EG I (December 4-5, 2008) examined the current state of empirical generalizations in advertising before moving on to discuss new digital media and the changing role of the audience and advertiser. The conference wrapped up with a roundtable discussion of emerging topics and exploring the new rules of advertising.

EG II (May 31-June 1, 2012) built upon the topics touched on in EG I, revisiting the state of empirical generalizations in advertising with an emphasis on digital and multi-touchpoint marketing.

Wharton/Penn Faculty

We are grateful to these members of the Penn faculty who have supported us in various aspects of the Program, from participating in its academic development to roundtable discussions and collaborating on research projects.

  • Eric T. Bradlow, Chair, Wharton School Marketing Department
  • David Reibstein
  • Peter Fader
  • Michael Platt
  • Barbara E. Kahn
  • Pinar Yildrim
  • Kartik Hosanagar
  • Dean Michael X. Delli Carpini, Annenberg School of Communication

Ad2020 Contributors

Our academic Ad2020 Contributors played a vital role in the development of WFoA’s mission and key insight through their essays for the Ad2020 project.

Interested in getting involved?

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