Milan - In a market which, contrary to the initial forecasts, revealed a decrease in 2011, Saatchi & Saatchi Italy has confirmed an 8% growth in its business versus 2010.
"I think this is a remarkable result," said Giuseppe Caiazza (pictured), Chief Executive Officer of Saatchi & Saatchi Italy and Head of Automotive Business Saatchi & Saatchi EMEA, "because it is the business recognition of our creative excellence as testified by again being Agency of the Year at the Italian Art Directors Club, where we won more awards than any other agency."
2011 began for Saatchi & Saatchi Italy with the assignment by Toyota Motor Italy, one of its major clients, of all its communication across the entire range of models, a big increase in the number of projects and campaigns for the agency.
During the year other important wins joined this one, starting with the assignment of illy coffee's global communication, through to innovative digital projects from Procter & Gamble. The agency also contributed to some major international projects, like the European Community's no-smoking campaign, and the Angry Birds Live viral ad for T-Mobile.
Last but not least, Enel confirmed its loyalty to the agency by re-appointing it after 8 years of partnership.
"Our daily focus is to develop creative solutions for our clients that allow them to connect to the consumers in a more relevant way, boosting emotions, facilitating debates, and, in this way, maximizing return on investment, thanks to an increasing "free media" share," Caiazza added.
"This is why we love to be defined as the ‘participation agency', nowadays the most appropriate model to allow a brand to become a Lovemark and create the well-known ‘Loyalty Beyond Reason'."
From the TV production point of view, 2011 has been a very intense year for Saatchi & Saatchi Italy, with more than a spot a month. Amongst others, there has been Enel's celebration of the 150th anniversary of the unification of Italy, the corporate campaign for Calzedonia, the Rotoloni Regina toilet paper ad with original animation solutions, campaigns for Carrefour and Toyota's Aygo and RAV4 models, as well as the European campaign for the launch of the new Toyota Yaris, born in Italy and now on air in more than 10 countries.
And most recently the new illy campaign with a very innovative and Global brand positioning: LIVE HAPPilly.
We are finalizing some new productions which will be aired over the next few weeks, and for next year we have many interesting projects on board. All this, coupled with the increasing trust of our clients and the enthusiasm of our teams, make us optimistic for 2012, even if the market is still an unknown factor," concludes Giuseppe Caiazza.
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