Italy

Italian marketing, consumers & brands

Italy


Warc News, 25 May 2015
MILAN: Tourism is a major driver of the luxury market and recent currency fluctuations have had "an immediate impact on touristic flows and spending patterns" according to a new report. Consulting firm Bain & Company, whose Worldwide Luxury Marke.

Warc News, 12 February 2015
LONDON/MILAN: Luxury shoppers have a keen eye for a bargain according to new research which shows that over half of luxury goods (52%) are purchased at discounted prices.Havas Media Group's LuxHub consulting arm polled 928 respondents in nine countri.

Joris Fonteijn, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study sets out how Heineken created a prototype interactive beer bottle to revitalise its premium position amongst nightclub goers.


Integrated Marketing Communications Council Europe, Silver, IMC European Awards 2014

This case study describes how Magnum, the ice cream brand owned by Unilever, partnered with fashion icons in Italy to engage its target audience and support three new store openings.


Integrated Marketing Communications Council Europe, Silver, IMC European Awards 2014

This case study explains how Bosch, the home appliances company, worked with schools with a 'social cause' promise to communicate its eco-friendly credentials in Italy.


European Association of Communications Agencies, Silver, Euro Effies, 2014

This case study shows how Coca-Cola, the soft drinks manufacturer, reversed market share decline through its 'share a coke' campaign in several central & southern European countries.


European Association of Communications Agencies, Silver, Euro Effies, 2014

This case study explains how BMW, the auto-manufacturer, engaged influencers when leaked details of its new GS motorbike model caused controversy around the world.


European Association of Communications Agencies, Bronze, Euro Effies, 2014

This case study describes how Nivea, the body care brand, promoted its in-shower body lotion to women aged 30-45 in France, Germany, Italy and Turkey.


Warc News, 21 April 2014
ROME: Although Italy lags behind the UK and Scandinavian countries in terms of smartphone user penetration, recent research suggests a significant proportion of Italians use their devices to visit social networks while watching TV and to view ads.Acc.

WARC RECOMMENDS


CASE STUDY

Coop Italia: Eco Radio

Tapping into young Italians' environmental awareness


ARTICLE FOCUS

Turn shoppers into buyers

How Carrefour Italy builds experiences – and sales


CASE STUDY

Anto': Dal sole di Napoli

A smart packaging solution for an economic downturn