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Andrea Bocelli confirmed as Keynote Speaker at 4thEdition of Best Brands Italia


Best Brands, the global benchmark of Brands, enters its 4thyear in Italy. Keynote Speaker of exception at Best Brands in Milan on 14 November will be Andrea Bocelli, who will receive the ‘Innovation Award’.

The 2018 Best Brands Italia rankings will be announced at a Ceremony on 14 November at the Rai Studios, during a traditional gala evening, which was attended by more than 400 Italian entrepreneurs last year. Each edition evolves annually, and in Italy alongside the 3 main categories of Best Corporate rand, Best Product Brand and Best Growth Brand, at the 2018 edition the favourite Brands of ‘Golden Agers’ will be revealed. This demographic is particularly relevant in Italy, where 28.3% of the Population is over 60 years old, and represent the highest income bracket.

With 5 international editions of the Best Brands event, it has become an indicator of the global perception of brands. Thanks to the inaugural Best Brands Italia in 2015, we know which brands are most loved by Italians. The survey, promoted with a unique methodology by GfK and Serviceplan, now facilitates an evaluation of brand evolution in Italy. This research is now considered as an economic benchmark of primary importance, not only in Italy, but also in Germany where Best Brands began 15 years ago, and more recently in France, Belgium, China and Russia. This innovative classification of brands enables comparison between data collected in various international editions, which makes Best Brands a fundamental tool for measuring the power of Brands at a Global Level.

Best Brands is unique in its use of an exclusive algorithm owned by GfK, which classifies brands through combining economic performance data with people’s personal perception of the brand (known as ‘share of soul’). In Italy 4,500 consumers were interviewed about their perception of brands in order to gather data.

Best Brands Italia will be an unmissable and exciting opportunity for the Best Brands audience to listen to the testimony of the Maestro, who since the 90’s has been one of the leading protagonists linked to the world of philanthropy. The famous opera singer is undoubtedly one of the most loved Italian voices. In 2011 he decided to return the affection received in his career through the creation of the Andrea Bocelli Foundation having as its mission that of “empowering people and communities".

The 2018 Best Brands Innovation Award will be bestowed to the Andrea Bocelli Foundation, for having demonstrated in an innovative way its ability to support for the weakest and most marginalized segments of the population within the BREAK THE BARRIERS intervention program. And for supporting people in difficulty due to of visual impairments, within the CHALLENGES intervention program, with research activities such as MIT FIFTH SENSE, the project developed at the MIT artificial intelligence laboratory in Boston for the realization of a device that allows blind people to move freely in space andreabocellifoundation.org

The international recognition of Best Brands is also underlined by the significant patronage of UPA, and of prestigious partners supporting Serviceplan and GfK who created the first German edition in 2004. These partners include; Rai Pubblicità, Il Sole 24 Ore, IGP Decaux and ADC Group.

Lorenzo Sassoli de Bianchi, President of UPA, highlights the point of view of big-spending Italian companies in the advertising field committed to defending their brands: "Best Brands and its method focus on the values of the brand and consumers, which is why UPA also confirms its patronage for the fourth edition, and this year's special categories will analyze the ‘Golden Agers’ in line with the latest trends. In the context of marketing and communication, we are dealing with an upside-down society in which younger targets are undersized compared to older ones, but the latter reveal behavioral profiles that are far from obvious and extremely interesting for positioning. Brands: advertising communication as a privileged way to build the brand and its growth dynamics has always been the focus of our members' attention and of the association's UPA action, so we will evaluate the results of the research with interest ".

Giovanni Ghelardi, CEO of Serviceplan Group Italia, expands on this aspect: "The appreciation of the market and of the partners confirms that Best Brands has now become a reference point for brand communication in Italy and in the world, thanks to the capacity of understanding if the brand has managed to establish not only an economic, but also an emotional relationshop with the customer. We can not be less than profoundly satisfied ".

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The One Club for Creativity and Diageo North America Announce Partnership to Recognize and Promote Diversity, Inclusion and Gender Equality Among Young Global Creatives


The One Club for Creativity, a leading global non-profit organization celebrating creative excellence in advertising and design, and Diageo North America today announced a significant partnership to recognize and promote diversity, inclusion and gender equality among young creatives around the world.

The partnership ties in with The One Club’s Young Guns program, which for more than 20 years has served as the industry’s only international, cross-disciplinary, portfolio-based awards competition that identifies today’s vanguard of globally and culturally diverse creative professionals 30 years of age and under.

The first component of the partnership is the Diageo-Young Guns Diversity & Inclusion Award, kicking off this fall. Teams at Diageo North America and The One Club will review portfolios of all Young Guns 16 global finalists and select a winner of the new award.

That winner, to be announced at the Young Guns 16 ceremony and party on November 15, 2018 at the Highline Ballroom in New York, will have the opportunity to collaborate on a creative project for Diageo on one of the company’s global brands, which include Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Sophie Kelly, senior vice president, North America Whiskeys Portfolio, Diageo, explained that the partnership with The One Club is a great fit because diversity, inclusion and creativity are all core value that are nurtured and celebrated at Diageo.

“A wide range of viewpoints, experiences, skills and capabilities is critically important to any business today, and we depend on diverse talent to drive our business,” said Kelly. “We look forward to working with The One Club to identify and recognize the emerging talents of young creatives around the world, and help them to grow further as they realize their potential.”

“One of the four pillars of our organization is a commitment to advancing diversity and inclusion in advertising and design, and we are thrilled to have Diageo play such a significant role in supporting our work in that area,” said Kevin Swanepoel, CEO, The One Club for Creativity. “This new partnership will raise awareness on the topic and help elevate those inspiring young creatives who are leading the way and making a difference.”

Diageo is known for its strong track record in areas of diversity, inclusion and gender equality. The company achieved gender parity on its board with an intent to have its senior leadership team 35% female by 2020. Half of the members of the Diageo North America executive team are women, led by Deirdre Mahlan, president, Diageo North America. Industry recognition includes Diageo being listed on the Bloomberg Gender Equality Index, ranked fourth in the Thomson Reuters Global Diversity and Inclusion Index and a signatory of Free the Bid.

About Diageo
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness. Diageo is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE) and our products are sold in more than 180 countries around the world. For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, for information, initiatives, and ways to share best practice. Follow us on Twitter for news and information about Diageo North America: @Diageo_NA. Celebrating life, every day, everywhere.

The One Club for Creativity, producer of the prestigious One Show, ADC Annual Awards and Creative Week, is the world's foremost non-profit organization whose mission is to support and celebrate the success of the global creative community. The One Show is a top global awards show for advertising, design and digital marketing focusing on creativity of idea and quality of execution. The ADC Annual Awards honors the best creative work in terms of craft, design and innovation across all disciplines. Creative Week takes place in New York City every May and is the preeminent festival celebrating the intersection of advertising and the arts.



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