'Rebranding Made in Italy'

Saatchi & Saatchi Italy presents new study on perceptions of 'Brand Italia', and shares its 2013 business results.

Milan - At an event held today in Milan, Saatchi & Saatchi Italy announced another year of business growth in 2013, as well as sharing the results of its 'Rebranding Made in Italy' study.

Made in Italy: for Saatchi & Saatchi an emotional experience still to be discovered

An exploration of the global meaning of Made in Italy: this may be the most fitting description of the “Rebranding Made in Italy” study commissioned by Saatchi & Saatchi Italy from the Canadian research company Hotspex.

The study analyzes perceptions of “Brand Italia” outside of Italy, comparing perceptions of Italian and French products in the United States and China, the world’s leading economic powers, with the goal of identifying the strengths and weaknesses of Italian-made goods.

Giuseppe Caiazza (pictured), CEO of Saatchi & Saatchi Italy and Head of Automotive Business, Saatchi & Saatchi EMEA, commented on the survey: “Most Italian entrepreneurs see “Made in Italy” as an expression of values such as passion, good taste and creativity. And their marketing strategies to promote Italian products in the global market are built around these points. This study has made it possible to observe that in certain cases, the perceptions of those who produce Italian goods do not consistently reflect those of consumers around the world."

Using an innovative method of three-dimensional emotion mapping, the study analyzed the specific characteristics of Italian-made and French-made goods in four product categories: wine, fashion, design and food. The use of a methodology that brings together both rationality and emotivity produced results that accurately reflect decision-making processes.  Indeed, emotions are the principal drivers of consumer buying choices and the essence of current selling strategies.

In spite of the global recognition of characteristics such as quality and tradition, the survey showed that the full range of qualities of Italian-made goods is still not fully appreciated. What is missing is precisely one of the most characteristic traits of Italians and their products: passion. Italian-made products are seen abroad as being of high quality, but lacking in personality and charm, characteristics which appear to be - at the moment - better represented by French products.

This picture applies to both geographical areas addressed in the study, although the results were somewhat more positive in the United States. In China, the Italy v France contest is a clear victory for the French, while in the United States there is a tendency to prefer and purchase Italian products, which are seen as being more reliable and better made than their French counterparts, while still not coming close to expressing the emotional charge felt in their homeland.

Having seen the results of the study, we believe that the first thing we have to do is to radically change the signature from ‘Made in Italy’ to ‘Created in Italia’,” continues Caiazza. We are already developing advertising strategies based on this concept for some of our clients with the aim of differentiating ourselves and better communicating the values and qualities that make most of our products so well loved around the world.”

Saatchi & Saatchi is Italy's most creative agency with business growth in 2013

Saatchi & Saatchi Italy closed 2013 positively in terms of business performance.  The agency led by Giuseppe Caiazza is still growing, reaching an average of around +10% over the last 3 years (2011-2013).

Giuseppe Caiazza commented on this result: "Compared to the already excellent results of the last two years, I consider the numbers obtained in 2013 very satisfying, even more so if we think of the market, which is in a constant decline, with advertising expenditure reaching -15% in 2013, and more than -30% over the last 3 years.  The past year has been full of successes and new clients for us.  We worked at the new business with a more selective approach that has allowed us to expand our clients list with new leading international brands such as; Whirlpool, Salmoiraghi & Viganò, Club Med , Novartis and Twinings."

But above all, creatively this has been a year full of validations:  For the third consecutive year, the agency has been confirmed as the most awarded agency at the Italian Art Directors Club, and has achieved other excellent results such as: a Grand Prix and a Gold at the European Art Directors Club; 3 Lions at the International Festival of Creativity in Cannes (which join the 8 Lions won the preceding year in Cannes).

Caiazza continued:  "We open 2014 with enthusiasm, thanks to the loyalty of the already existing clients.  In addition, we're already working on some important new business opportunities and evaluating the possibility of acquisitions which, if they were going to succeed, will allow Saatchi & Saatchi Italy to further accelerate the organic growth that we also expect for 2014."

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