Italian marketing, consumers & brands


Warc News, 09 September 2015
ROME: Consumers welcome the convenience of new payment technologies that offer simpler ways to pay, and so improve the shopping experience, according to a new global study. The Retail Social Listening Study by MasterCard, the payments provider, invol.

Guendalina Graffigna and Rossella C. Gambetti, International Journal of Market Research, Vol. 57, No. 4, 2015
Consumer–brand engagement (CBE) is a priority in the current marketing agenda. However, there is still a lack of empirically based studies appraising its essence.

Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Unilever mounted an international campaign for Cornetto by harnessing the twin assets of love stories and music videos.

Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Samsung Electronics Italy enhanced its image by creating the Samsung Maestros Academy.

Warc News, 29 May 2015
MILAN: Sky, the pay TV broadcaster, is moving to develop pan-European television programming with a focus on the arts. Towards the end of last year Sky completed the acquisitions of Sky Italia and Sky Deutschland to create a group serving 20m custome.

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 Market.

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



Coop Italia: Eco Radio

Tapping into young Italians' environmental awareness


Turn shoppers into buyers

How Carrefour Italy builds experiences – and sales


Anto': Dal sole di Napoli

A smart packaging solution for an economic downturn