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Last year, Unilever laid out an ambitious World Cup strategy, not long after declaring it would devote half of its media spend to social and creator marketing.

As the official personal care brand of the FIFA World Cup 2026, the plans included activating tens of thousands of creators at home, at games and at branded pop-ups across the host countries, ranging from mega-creators like soccer star Trinity Rodman to hyperlocal micro-creators drafted to pump up its brands’ earned media numbers.

Now, at the height of the summer soccer tournament, Digiday has seen firsthand how that plan has played out: Unilever says it has activated 50,000 creators and influencers worldwide, tapped thousands for its House of Fresh-branded pop-ups in New York City, Miami and Mexico City across 10 days and brought top influencers pitch-side to World Cup matches.

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The topic of AI was inescapable no matter where you went during last week’s Cannes Lions, and very much was said on panels, along the Croisette and in the suites and meeting rooms of the big hotels. Digiday even hosted a video interview series whose primary topic was AI’s disintermediation effect on how CPG marketers and their agencies try to reach consumers these days. 

One effective encapsulation of how agencies are going about embracing and figuring out AI was a discussion that 4As CEO Justin Thomas Copeland moderated featuring the technology heads of the major holding companies (in alphabetical order): Helen Lin, Publicis; Jarrod Martin, Omnicom; Slavi Samardzija, Stagwell; Amy Thorne, Dentsu; and Lauren Wetzel, WPP.

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