McKinsey & Company – State of Marketing Europe, 2026
Summary
This report focuses on the state of marketing in Europe as of 2026, emphasizing a modern rethinking of marketing’s core principles.
It highlights key themes such as building trust, marketing effectiveness, and boldness, while discussing strategies including long-term brand building, interactive branding, full-funnel campaigns, and the adoption of generative AI to overcome branding challenges. The report also includes case studies and insights from marketing executives across Europe.
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