European consumers are becoming more cautious but not necessarily spending less. Instead, they are making more deliberate choices, prioritising value, trust and meaningful purchases as economic uncertainty continues to weigh on household budgets.

According to Dentsu, a value-first mindset is becoming entrenched across major European markets, with consumers increasingly switching brands, trading down and scrutinising spending more carefully.

The same selectivity is shaping media habits. Audiences are gravitating towards interconnected entertainment ecosystems spanning live events, streaming, social media, creators and fan communities.

For brands, the opportunity lies in building deeper relationships through loyalty programmes, exclusive experiences and community-driven engagement rather than one-off campaigns. As consumers become more selective with both money and attention, brands that combine value, trust and cultural relevance will be best positioned to win.

World Cup campaigns

As the FIFA World Cup captures the attention of billions of fans worldwide, brands are rolling out integrated campaigns spanning television, social media, influencer partnerships, experiential activations and limited-edition products. For brands, the World Cup represents one of the world's largest marketing opportunities, offering unmatched global reach, emotional engagement and cultural relevance.

AB InBev has launched Cheers to Bars, a global platform recognising the role local bars play in bringing communities together ahead of the FIFA World Cup 2026.

Footballco has partnered with The Coca-Cola Company to launch José vs. Mourinho, a real-time social content series featuring an AI-powered digital replica of football manager José Mourinho during the FIFA World Cup 2026.

BBH Singapore has launched a pan-European campaign for Samsung ahead of the 2026 FIFA World Cup, using football fandom to reinforce the brand's position as the world's leading TV manufacturer.

DICK'S Sporting Goods and adidas have launched Where It All Kicks Off, a joint campaign designed to build excitement around the FIFA World Cup 2026.

The 2026 FIFA World Cup is taking place across North America, and audiences in Africa will follow most matches during night-time hours. Against this backdrop, SuperSport has launched its campaign titled Everything Can Wait, centered on viewing habits during the tournament.

Dove has launched a campaign during the FIFA World Cup 2026 aimed at raising awareness of the body confidence challenges that contribute to girls leaving sport.

Agencies and accounts

EssenceMediacom has been appointed media agency partner of record for Just Eat Takeaway.com (JET).

McCann London has been appointed agency of record for Mindful Chef following a competitive pitch, securing responsibility for developing a new brand platform.

TEAM LEWIS has been appointed agency of record for Veriff, the identity verification platform, as the company seeks to expand its profile and communications activities in the United States.

Other major news of the week

HEINZ and Heineken have launched their first official collaboration, introducing a limited-edition product that brings together two brands.

Accenture has agreed to acquire creator and social agency Whalar from Whalar Group, strengthening the creator marketing and social commerce capabilities.

Cannes Lions has published the first shortlists for the 2026 Awards, marking the start of the judging results ahead of this year’s festival.

Bob Koigi is the editor-in-chief of Marketing Report.One

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