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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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This Agency’s Holiday Card is an Auction of Award Show Bling

Every year, Toronto-based independent agency Bensimon Byrne and its divisions Narrative andOneMethod hold a holiday charity drive. This year they decided to go all in on Casey House, Canada’s first and only stand-alone hospital for people living with HIV/AIDS—not just doing their recent campaign pro-bono, but also trying to raise as much money for them as possible.

The agencies began their fundraising with an in-house holiday drive, which raised $20,000, but they wanted to do something bigger to raise additional funds for the chartable organization. So, they decided to auction off awards they’ve won for work on Casey House on Instagram.

“We are really proud of the work we’ve done for Casey House and what it has achieved to help smash stigma around HIV,” says Joseph Bonnici, Partner and Executive Creative Director, Bensimon Byrne. “In the past year, the campaigns have been featured in over 1000 news stories, garnered two billion media impressions and won 75 awards. Although we love getting recognized for the work, we aren’t married to the trophies themselves. So, we thought, let’s auction the awards we won for Casey House to raise even more money for Casey House.”

The Instagram auction begins on Wednesday, December 12, on Bensimon Byrne’s Instagram account, with the big awards that are known globally – One Show Gold, Clio Gold, and a D&AD Pencil. From there they’ll auction off more Clios, another D&AD Pencil and then the big Canadian awards, taking it day-by-day based on response.

“It will be interesting to see who buys the awards,” says Bonnici. “It could be anyone from a generous client, who wants to support the hospital, to someone who worked on the campaign and wants a gold Clio or D&AD Pencil all for themselves. Frankly, we don’t care who ends up with them as long as we raise money.”

To promote the auction, they have created this video – please note that the amounts spent on various shows listed in the video are totally tongue-in-cheek:

A post shared by Bensimon Byrne (@bensimonbyrne) on Dec 12, 2018 at 6:01am PST

Over the past year, Bensimon Byrne and Narrative have won 75 awards for their work for Casey House. The awarded campaign is 2017’s June’s an HIV+ Eatery, a pop-sup restaurant staffed by HIV+ chefs, and just last month they launched the follow-up Healing House, the world’s first HIV+ spa, staffed by HIV+ massage therapists.

The money raised will go towards creating personalized gift baskets for in-patients at Casey House. They all have individual needs to stay healthy and Bensimon Byrne wants to make sure they have everything they need for the holidays and beyond. The rest of the money will go to Casey House so they can continue to give the world’s best care when it comes to HIV and AIDS.

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