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French banks are shifting youth acquisition to creators and influencers, with Crédit Agricole among those using creators to reach 18-35s amid a trust gap with traditional bank marketing.

PepsiCo is launching its Chester's snack brand and its cheetah mascot in Germany, targeting Gen Z in a bid to grab share of a competitive salty-snacks market.

A LinkedIn survey of 585 German marketing leaders finds 79% believe peer recommendations now outperform traditional campaigns — especially with Gen Z buyers.

A new study finds 48% of French 13-18 year-olds have used AI to make a purchase directly — a sign agentic shopping is arriving faster than brands expect.

Reebok has appointed creator agency NewGen as its TikTok influencer agency of record across the UK, Germany and France, formalising its Gen Z strategy.

Gap has struck a multi-year deal with boy band Just Your Type, formalising a 'fashiontainment' strategy that turns its brand into culture, content and clothing all at once.

McDonald's France has tied its latest push to hit anime 'Blue Lock Episode Nagi', via BBDO Paris — the latest fast-food brand using anime fandom to court younger diners.

Children's apparel giant Carter's has overhauled its brand with a new logo and a social-first strategy built on self-expression, chasing a new generation of Gen Z and millennial parents.

Coach's fall campaign fuses a music-led Spotify integration, a roving live-performance bus tour and Elle Fanning to chase Gen Z, backed by a roughly 20% increase in marketing spend.

Deichmann and Fila have launched 'Create Offline Memories', a Gen Z campaign fronted by creator Kayla Shyx that celebrates real-world experiences over screens.

IHOP is tapping the viral 'little treat' culture with a new campaign soundtracked by pop group Katseye, courting younger diners chasing affordable indulgence.

Pay.UK's Current Account Switch Service is targeting Gen Z with a Wonderhood Studios campaign fronted by singer Nova May, giving bank switching a music-video makeover.

Despite AI's rise, 66% of French shoppers still seek a creator's opinion before buying. Why authentic human proof becomes the differentiator as AI content floods in.

Old Navy anchored back-to-school on one creator, MrBeast, and traffic to its kids' range jumped 22%. Why creators are becoming the campaign, not the cameo.

Tubi's biggest-ever campaign, 'Find Any Feeling for Free' by Mischief @ No Fixed Address, leans on Y2K nostalgia to sell its free library as the cure for anyone chasing a feeling.

Serviceplan Culture has partnered with esports outfit OG Collective to deepen its gaming marketing — a reminder that you can't fake a subculture, so borrow authenticity from those who belong.

Unilever's Axe has relaunched three early-2000s fragrances with a social-first campaign that turns grown men back into their teenage selves — and the tagline is the masterstroke.

Dr. Squatch and creator IShowSpeed kicked off a nine-week, $1 million gamified scavenger hunt across the US, UK, Canada and Australia, with QR codes at 4,000+ retail partners.

Hershey has made chart-topping pop group KATSEYE the face of its new Crème Bars — a 1 September launch built to win Gen Z with 'accessible premium' indulgence.

Germany's skilled-labour shortage has turned hiring into a marketing problem — and REWE's answer is a creator-hosted dating show aimed at filling 3,000+ apprenticeships.