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WELCOME: Rich heritage inspires modern vision

 Betting long term on European powerhouse


Welcome to the inaugural WPP BrandZ™ Top 30 Most Valuable Italian Brands ranking.


We are tremendously excited to be bringing the BrandZ study to Italy. This is the fourth-largest economy in the European Union, and is home to some of the most recognizable and most coveted brands on the planet. Take Ferrari, Lamborghini and Maserati just for starters, along with fashion labels from Armani to Zegna, and household names in food and drink.


But Italy is also home to strong, valuable brands in media, telecoms and banking, and to outstanding precision engineering in sectors as varied as exercise equipment and yacht building. This nation has been built on the success of small businesses; on craftspeople and experts with great vision, passion, know-how and determination.


This ground-breaking study ranks the country’s most successful brands, analyzes their strengths, and identifies the key forces that are driving growth in this market. It is the first edition of an annual review that will track and anticipate the changing environment for brands in Italy, and will chart the fortunes of the country’s most valuable brands.


It is also an opportunity for us to throw a spotlight on what makes “Brand Italy” such a great asset to the country, and to celebrate those brands that contribute to the strong perceptions of Italy abroad.


We take an exclusive, in-depth look at what Brand Italy represents to consumers around the world. Data and analysis from the “Best Countries” research done by Y&R’s BAV Group, with Partners US News and the Wharton Business School, shines a light on how country of origin affects Italian brands.

We show that modern Italy is no longer just the home of fine art, a rich history, and la dolce vita. Italian engineering, design and creativity are powering world-class Italian brands, both young and old.


This is why WPP is investing significantly in Italy. This is a key growth market for us in Europe, and in 2018, WPP will unveil a very physical sign of our commitment to Italy, and our belief in the strength of the opportunity here. A new WPP Campus will open in Milan, bringing together about 1,800 people from our advertising, media, public relations, data management and digital companies. This co-location of our businesses in a renovated former factory will not only create horizontality between all of our companies, but will also foster creativity, efficiency and collaboration, for the benefit of all of our clients in Italy. It is a clear demonstration of our long-term vision for this market.


Whether you’re an Italian brand or a global name, in this report you’ll find knowledge and insight to help you create and grow brands in Italy – and farther afield – more effectively.


Take Aways provide succinct, action-oriented recommendations for brands based on our expert analysis of the market. We’ve also included summaries of Italy’s Top 30 most valuable brands  . Brand experts from WPP companies across Italy share their market wisdom and sharp insights through extensive Thought Leadership and Best Practices essays.


And we present all this with stunning photography and a vibrant design that reflects the essence of the country itself.


At WPP, the global communications services leader, our companies have been engaged in Italy for over 30 years. Today, 3,000 people work across WPP companies in seven Italian cities, providing advertising, marketing, insight, media, digital, shopper marketing and PR expertise. It’s part of our global presence in 112 countries. By linking all this talent, creativity, wisdom, and horizontality, we amplify global trends and insights that help our clients in useful and unique ways.


At WPP, we’re passionate about using our creativity to create and build strong, differentiated brands that deliver lasting shareholder value. To learn more about how to apply our experience and expertise to benefit your brand, please contact any of the WPP companies that contributed expertise to this report.  

Sincerely, David Roth

WPP droth@wpp.com

Twitter: davidrothlondon

Blog: www.davidroth.com