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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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Zulu Alpha Kilo Unveils Follow-Up to its Global Viral sensation ‘Say No to Spec’



In 2015, a video called Say No to Spec went viral around the world and sparked a dialogue about ending a requirement for ad agencies to produce unpaid creative work in new business pitches.

Now the agency behind it, Zulu Alpha Kilo, has launched a follow-up.

Called the World’s Worst RFP, the film skewers all the wrong ways to run an agency pitch, from spec creative, the sheer number of agencies invited, to how people behave during presentations. Inspired by post-game media scrums in professional sports, the film opens with the client and winning and losing agency at a press conference before a throng of reporters.

“Today was the final of the biggest pitch of the year,” starts the film. “Six grueling months, 25 shops and four rounds of spec creative later, only two competitors were left standing.” Soundbites from the agencies include: “The client was on her phone the whole time,” “We cave twice as fast as the competition, we do sub-par creative, we kiss a lot of ass” and “We fumbled the clicker handoff during the PowerPoint.”

World’s Worst RFP was unveiled at the Agency of the Year, an annual awards show hosted by strategy, Canada’s largest trade publication for the industry. Zulu was nominated in three categories: Digital, Design and Advertising Agency of the Year. The agency ended up winning overall Gold as Design Agency of the Year and Bronze as Advertising Agency of the Year.

Say No to Spec premiered at the same event in 2015.

“Every year, Strategy invites the agencies shortlisted for Agency of the Year to produce a video to debut at the gala. And so we wanted to entertain, but also use the platform to call attention to how our industry can be better for both clients and agencies,” says Zulu founder and chief creative officer Zak Mroueh. “Hopefully World’s Worst RFP and smarterpitch.com will start a dialogue just like Say No to Spec did.”

Along with the video, the agency has consolidated its observations about the pitch process into a thought-leadership piece at smarterpitch.com. Zulu is inviting clients, agencies, pitch consultants and other industry players to add to the list by using #smarterpitch.

CREDITS:
Agency: Zulu Alpha Kilo
Creative Director: Zak Mroueh
CD/Art Director: Rodger Eyre
CD/Writer: Gerald Kugler
Agency Producer: Bette Minott
Account Team: Violet Karbalaei
Production House: Zulubot
Director: Zak Mroueh
Director of Photography: James Klopkp & Nathaniel Chadwick
Producer: Bette Minott / Christina Hill
Audio Mixer/Boom: Paolo Di Teodoro
Casting Director: Jigsaw: Shasta Lutz
Video Post Facility / Editing Company: Zulubot
Editor: Marissa Bourgougnou
Compositor / Online: Zulubot
Colourist/Transfer: Alter Ego: Connor Fisher
Audio Post Facility/Music House: Zulubot
Engineer: Stephen Stepanic

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