Welcome to the inaugural WPP BrandZ™ Top 30 Most Valuable Italian Brands ranking
David Roth
CEO, The Store WPP, EMEA & Asia and Chairman, BAV Group
David.Roth@wpp.com
Twitter: @davidrothlondon
Blog: www.davidroth.com
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We are tremendously excited to be
bringing the BrandZ™ study to Italy. This
is the fourth-largest economy in the
European Union, and is home to some
of the most recognizable and most
coveted brands on the planet. Take
Ferrari, Lamborghini and Maserati just
for starters, along with fashion labels
from Armani to Zegna, and household
names in food and drink.
But Italy is also home to strong, valuable
brands in media, telecoms and
banking, and to outstanding precision
engineering in sectors as varied as
exercise equipment and yacht building.
This nation has been built on the success
of small businesses; on craftspeople
and experts with great vision, passion,
know-how and determination.
This ground-breaking study ranks
the country’s most successful brands,
analyzes their strengths, and identifies
the key forces that are driving growth
in this market. It is the first edition of
an annual review that will track and
anticipate the changing environment
for brands in Italy, and will chart the
fortunes of the country’s most valuable
brands.
It is also an opportunity for us to throw
a spotlight on what makes “Brand Italy”
such a great asset to the country, and to
celebrate those brands that contribute
to the strong perceptions of Italy
abroad.
We take an exclusive, in-depth look
at what Brand Italy represents to
consumers around the world. Data
and analysis from the “Best Countries”
research done by Y&R’s BAV Group,
with Partners US News and the Wharton
Business School, shine a light on how
country of origin affects Italian brands.
We show that modern Italy is no longer
just the home of fine art, a rich history,
and la dolce vita. Italian engineering,
design and creativity are powering
world-class Italian brands, both young
and old.
This is why WPP is investing significantly
in Italy. This is a key growth market for us
in Europe, and this year, WPP will unveil
a very physical sign of our commitment
to Italy, and our belief in the strength
of the opportunity here. A new WPP
Campus will open in Milan, bringing
together about 1,800 people from our
advertising, media, public relations, data
management and digital companies.
This co-location of our businesses in a
renovated former factory will not only
create horizontality between all of our
companies, but will also foster creativity,
efficiency and collaboration, for the
benefit of all of our clients in Italy. It is a
clear demonstration of our long-term
vision for this market.
Whether you’re an Italian brand or a
global name, in this report you’ll find
knowledge and insight to help you
create and grow brands in Italy – and
farther afield – more effectively.
On page 36, Take Aways provide
succinct, action-oriented
recommendations for brands based on
our expert analysis of the market. We’ve
also included summaries of Italy’s Top
30 most valuable brands. Brand experts
from WPP companies across Italy share
their market wisdom and sharp insights
through extensive Thought Leadership
and Best Practices essays.
And we present all this with stunning
photography and a vibrant design that
reflects the essence of the country itself.
At WPP, the global communications
services leader, our companies have
been engaged in Italy for over 30
years. Today, 3,000 people work across
WPP companies in seven Italian cities,
providing advertising, marketing, insight,
media, digital, shopper marketing
and PR expertise. It’s part of our global
presence in 113 countries. By linking
all this talent, creativity, wisdom, and
horizontality, we amplify global trends
and insights that help our clients in
useful and unique ways.
At WPP, we’re passionate about using
our creativity to create and build strong,
differentiated brands that deliver
lasting shareholder value. To learn more
about how to apply our experience and
expertise to benefit your brand, please
contact any of the WPP companies
that contributed expertise to this report.
Turn to page 236 for summaries of each
company and the contact details of key
executives. Or feel free to contact me
directly.
Go to brandz.com to learn more.
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