WFA aims to share practices and insights in relation to internal company policies on inclusion through the report, in addition to sharing guidance and examples of representative brand communications.

Smith, who was most recently EA’s head of global marketing intelligence, and Daykin, senior media director for EMEA at GSK Consumer Health, will jointly lead the group of executives from brands and agencies, including Diageo, P&G, Publicis and Unilever. 

The group’s brief is to challenge the industry, including both WFA members and non-members, to ‘better represent and champion diverse identities and combinations of identities’, according to WFA.

Stephan Loerke, chief executive of WFA, said: “Diversity matters now more than ever. It’s the lifeblood of empathy and creativity, two key characteristics which are coming to the fore at this time of crisis and two critical ingredients to the continued success of our industry.”