Exhibit 2 Web <2025> Exhibit <2> of <17> Need for action by marketing topic, in ranked order of topic importance¹ High 1 Action need derived by a comparison between the assessed relevance and the self-reported maturity level. Questions: On a scale from 1 to 6, please rate the importance of each of the following marketing themes based on their expected relevance to your company in 2025/2026 (1 = very low importance, 6 = very high importance). On a scale from 1 to 6, please rate your company’s maturity compared to similar companies in addressing the following marketing themes (1 = very immature, 6 = very mature). Source: State of Marketing Europe Report 2026, McKinsey, n = 500 senior marketing leaders across France, Germany, Italy, Spain, and the United Kingdom Europe’s marketing executives see four topics with highest urgency to act—branding, budget management, marketing ROI, and gen AI and agents. McKinsey & Company Medium Low Need for action Branding Budget management Data privacy Authenticity Employer branding Marketing ROI Connecting marketing and sales Integrating marketing and customer experience Agile working Data-driven marketing Community building Personalization Creative content Sustainability-focused marketing Channel mix Macro developments Gen AI and agents Martech and adtech Commerce media Social media and influencers Gen Z 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 10 State of Marketing Europe 2026