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News

THE VATICAN: The Holy See’s communications secretariat has appointed Accenture Interactive to unify its communications strategy, as part of Pope Francis’ reforms of the Catholic Church, under a new digital entity: Vatican News.

Article

Mercedes-Benz, the automaker, employed an innovative storytelling approach to help explain its complex 4MATIC four-wheel drive system.

Case Study

Promoting its return to endurance racing, automobile company Ford reinforced its brand opinion in Europe focusing on the 24 Hours of Le Mans.

Case Study

Italian bank Intesa Sanpaolo reached a younger audience – aged under 40 – by sponsoring TV talent show the X Factor.

Research Paper

Arper, a furniture brand, used AI to mine data as part of a five-year strategy to strengthen its brand and discover how to sharpen its digital communications.

Case Study

Broadcaster NOW TV devised a social campaign that would raise anticipation for the new season of House of Cards in Italy.

Case Study

Mercedes-Benz, a car brand, created one campaign to showcase five cars (The A-Class, B-Class, GLA, CLA and CLA Shooting Brake) by producing a film that successfully encompassed all of the cars into the storyline.

Case Study

VisitBrussels, the tourism office of Brussels, transformed the perception of Brussels across Europe by launching a campaign that connected Brussels locals with the rest of Europe to give them an accurate picture of the country.

Case Study

Listerine, the US mouthwash brand, launched its smile whitening mouthwash in Italy with tailor made discounts.

Case Study

Mercedes-Benz, an automobile brand, promoted its roadside assistant, 'Mobilo', in Italy by producing a series of comedic web videos.

Case Study

Purina, Nestle's corporate pet food brand, launched a direct mail campaign in Italy to create more personalised interactions with its customers and obtain more valuable client data.

Case Study

Mercedes-Benz, an automotive company, launched a customer-focused campaign around its 4 Wheel Drive technology in Italy, by creating a story that adapts to the customer's journey.

Research Paper

The effectiveness of online versus offline promotional communication is an important marketing issue.

Research Paper

Using established marketing laws, such as the brand usage and image relationship and the double jeopardy effect, the current research shows how to analyze the market performance of different types of mobile apps.

Research Paper

This paper explains how data mining using artificial intelligence (AI) helped gauge interest in Arper, an Italian furniture company, and competitor brands on digital platforms.

Case Study

This case study explains how car company Renault used an app, a TV show and a roadshow to increase sales among business people in Italy.

Case Study

This case study explores how METRO, a global retail company, launched a campaign in France, Italy and Germany to demonstrate the freshness of the fish it sells.

Case Study

This case study describes how premium household appliances manufacturer Miele pushed its image in Italy beyond the communication pillars of price and performance, with a campaign based on a story about fashion.

News

MODENA: Media agencies already under pressure face a new threat as Cosabella, an Italian lingerie firm, has reported significant increases in ROI following its decision to hand over its media-buying activities to artificial intelligence.

Case Study

This case study describes how Mercedes-Benz, the German car manufacturer, launched 3 new SUVs into the Italian market with a live broadcast from a drone on Periscope at the F1 Monza GP.

Case Study

This case study describes how the Italian spirit brand, Amaro Braulio drove awareness for its unique and historic product with the #MadeInCima hashtag, a nod to its alpine heritage.

Case Study

This case study describes how smart, the Mercedes-owned car marque, launched a virtual showroom in Italy capable of overcoming the distance between consumer and product inherent in e-commerce.

Case Study

This case study describes how Ferrero Italia, a confectionery manufacturer, sold its new dark chocolate bar, the Kinder Bueno Dark in Italy.

Case Study

This case study describes how Prada Group, an Italian fashion company, repositioned its brand and evolved perceptions of the company.

Case Study

This case study describes how Burger King, the QSR giant, opened 300 new stores in Italy, marketing the event using a particularly Italian phenomenon: the Umarells, old men who like to watch construction sites all day.