EPI: shaping Europe’s Digital Sovereignty in Payments (2025)

Following two years of preparation and development to launch its unified mobile payment wallet, Wero, European Payments Initiative appointed Omnicom Reputation Group to lead the launch of the solution and highlight the overall project in France, Belgium and Germany.

Against a backdrop of increased competitive pressure, the agency framed Wero as a new payment model grounded in transparency and digital sovereignty, designed to meet evolving consumer expectations through a simple and fluid payment experience.

A perception survey on payment habits, conducted among 4,000 consumers across the four countries.

Exclusive press conferences held in the targeted markets, with the participation of all 16 EPI member banks.

A programme of key meetings with European media and policy decision-makers.

A strong influencer marketing programme rolled out in Germany and France.

Sponsorship programmes with leading podcasts to expand and densify audience reach.