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Advertisers successfully re-launch of Made in Italy


The success of Made in Italy abroad also depends on the visibility obtained in traditional media and online.
It’s important to rely on professionals to seize every opportunity. Here are some examples of managers who could help with their experience to ramp up overseas sales through advertising campaigns.

The idea comes from an article of La Repubblica, which collects some of the most influential and popular advertisers, such as Lorenzo Marini, successful with various campaigns: the last one, promoted by the Tuscany Region, where a poster with a red butterfly is on the facade of a building in Soho, New York.

“Three years ago, inspired by the crisis – said Lorenzo Marini – I decided to open an office in New York to help food and fashion companies to convey products in the US media with the right tone and effective ideas. It was not easy: from Milan we carry the taste for beautiful things but that’s not enough. Americans are pragmatic, so I looked for partners who, creatively speaking, are my green card in the New York market. Here – continues Lorenzo Marini – Italians who make design, art and communication are respected. ”

Same success achieved also by Domenico Vitale, owner of the IP & C (People Ideas & Culture), in Soho, New York, who for more than twenty years is working for major American brands such as AOL and Mohegan Sun. Recently he decided to offer his competences to Italian brands: New Holland (Fiat Group) and Alessi were the first ones. Domenico had a strong desire to open his own office in Italy, but the bureaucracy, as often happens, was “too complicated” , so he decided to expand his headquarters in Copenhagen.

Moving East an experience to mention is Maurizio Caduto’s, Art Director in the ’80 and now commercials director with past experience in Shanghai, Hong Kong, Vietnam and Singapore. Now Maurizio is now stable in Kuala Lumpur: “Because of the Italian crisis – says Maurizio – I jumped off bound to Shanghai and then I stopped here in Malaysia, a strategic crossroads to work on the sets of Singapore, Shanghai, Hong Kong, Vietnam: new markets hungry for publicity.”

Posted in Featured, Internationalization of Business, Italian top manager