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Under the agreement, PMG will oversee integrated communications planning, full-funnel media and measurement across 58 markets in Europe, the Middle East and Africa.

The campaign is built around research commissioned by Starbucks Chilled Coffee, which found that 88 percent of Gen Z and young millennials across Spain, the UK and Germany hold back at least one part of themselves to fit in.

Ogilvy has confirmed that Patou Nuytemans, chief executive officer for Europe, Middle East and Africa, will leave the agency after a 30-year career spanning global and regional leadership roles.

The report combines surveys conducted in February 2026 to provide insights into spending habits, financial confidence, and travel behaviour across the region.

He will oversee the region’s commercial strategy, focusing on scaling AI-driven systems for enterprise clients.

The partnership will focus on creating brand-building campaigns to engage younger audiences across European markets.

The role has been created as part of Edelman’s broader plan to expand its Creator offering beyond North America.

Correa will guide marketers through the growing influence of major AI players such as Google, Meta and Amazon on media distribution.

The AdTech company aims to use the funding to advance its AI-driven commerce and retail media network and broaden its presence across EMEA.

As EMEA CEO, Coleman will oversee collaboration across the agency’s regional offices and drive growth through new products and services.

He will oversee all aspects of PMG’s regional business, aligning its expansion with the company’s global vision.

The platform replaces fragmented systems by uniting more than 7,000 brands and agencies with leading retailers in over 20 markets, forming one of the region’s largest retail media networks.

Lucas Nutbey is a senior strategist at DEPT, one of the world’s fastest-growing digital agencies, where he helps align the company’s global digital-first philosophy with the diverse needs of EMEA markets.

Carat will buy advertising media across 11 EMEA markets: Albania, Czechia, Egypt, Germany, Greece, Ireland, Portugal, Romania, South Africa, Turkey and for the Vodafone and VOXI brands in the UK. Carat will also continue to support Vodafone to bring more media buying in-house.

Smith brings close to ten years of agency leadership experience, most recently serving as managing director at McCann London. He officially took up the position at Media Arts Lab this month.

Their approach combines full-funnel data intelligence with an in-depth understanding of the brand, its audiences, and its product ecosystem.

Nicola will work closely with Ogilvy’s EMEA’s Management Team, driving Ogilvy PR’s proposition and growth across the region, reporting to Ogilvy PR global CEO, Julianna Richter and Patou Nuytemans, Ogilvy EMEA CEO.