<p>The FIFA World Cup really is bigger this year, taking place in Summer across 39 days, taking place in 16 cities across the US, Mexico and Canada. While all the on-pitch fun is happening across the Atlantic, how can brands across the pond engage UK audiences effectively and authentically?</p><br><p>In this episode of <em>The Campaign Podcast</em>, Campaign welcomes guest Lizi Hamer, the global executive creative director at Octagon to discuss some of the biggest mistakes brands make when creating brand experiences around the World Cup, and why advertisers should be thinking community first, not country first.</p><br><p>Tech and multimedia editor Lucy Shelley hosts the episode with Campaign's deputy editor Gemma Charles and creativity and culture editor Charlotte Rawlings.</p><br><p>Further reading:</p><p><a href="https://www.campaignlive.co.uk/article/beyond-borders-why-countries-dont-define-modern-fandom/1944912" rel="noopener noreferrer" target="_blank">Beyond borders: why countries don’t define modern fandom</a></p><p><a href="https://www.campaignlive.co.uk/article/fifa-2026s-longer-tournament-window-presents-golden-opportunity-fan-activations/1942803" rel="noopener noreferrer" target="_blank">Fifa 2026’s longer tournament window presents a golden opportunity for fan activations</a></p><p><a href="https://www.campaignlive.co.uk/article/identity-launches-global-sports-proposition/1945965" rel="noopener noreferrer" target="_blank">Identity launches global sports proposition</a></p><p><a href="https://www.campaignlive.co.uk/article/year-ahead-2026-cultural-trends/1944661" rel="noopener noreferrer" target="_blank">The Year Ahead 2026: Cultural trends</a></p><p><a href="https://www.campaignlive.co.uk/article/year-ahead-2026-experiences/1944555" rel="noopener noreferrer" target="_blank">The Year Ahead 2026:&nbsp;Experiences</a></p><br><p>Campaign calendar:</p><p><a href="https://audioadvertisingawards.com/audioadvertisingawards2026/en/page/home" rel="noopener noreferrer" target="_blank">Audio Advertising Awards</a>: final entry deadline on 12th February, with multi-entry discounts</p><p><br></p> <hr><p style='color:grey; font-size:0.75em;'> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.</p>