In The News Translations – 1/2/19

EngageMedia KeySpot and WebBrand NewsPubblicita Italia and Pubblicom Now display FCB Milan’s Christmas campaign for Continental.


Continental Italy goes on air and online for Christmas with FCB Milan

The campaign anticipates the news and strategic changes in communication that the Italian branch of the company is working on for 2019, together with its new creative agency.

The first campaign by FCB Milan for Continental goes online. The agency recently won the competition for creativity in Italy, while Mediacom won the European media pitch, with active assignment since 2019. The planning of this campaign is internal.

The ad, visible these days in Piazza San Babila in Milan, thanks to a large billboard, and on some offline and online media, is characterized by the copy “Millions of kilometers in one night for over two thousand years. And never an accident,” while the horse symbol of the brand seems to turn into a reindeer for Christmas greetings.

A new language has been chosen by Continental Italia together with the agency – which has already suggested some innovations and strategic changes in communication for 2019.

“Continental has a good reputation in Italy for tires, but the company does many other things. We are the world leader in the development of intelligent technologies for the transport of goods and people. Areas in which we work alongside are involved in constant research and developments in safety that are in line with Vision Zero, and the vision of Continental aims to eliminate accidents, injuries and victims of the road,” said Alessandro De Martino, CEO of Continental Italy.

“2019 will be a year of great commitment in which we want to further increase the knowledge of our brand and our identity that sees us increasingly as protagonists in the mobility of the future.”


Francesco Bozza – Chief Creative Officer

Massimo Verrone – Group Creative Director

Gianluca Belmonte – Associate Creative Director

Giulia Martoni – Art Director

Fabiana Aversa – Copywriter

Maria Lucia Arati – Account Supervisor

Federica Maioli – Junior Account Executive

FCB Milan has been awarded the creative and strategic duties for IBSA Derma, according to AdvertiserBrand NewsYoumarkEngageIdeeIdeasSpot and WebDaily Online and Pubblicita Italia.


FCB Milan Won the Competition for IBSA Derma, Injective Dermoaesthetic Treatments

FCB Milan, an agency led by CEO Giorgio Brenna with Fabio Bianchi and Francesco Bozza, was awarded IBSA Derma – a division of the IBSA pharmaceutical multinational company – dedicated to the therapeutic dermoaesthetic area.

FCB Milan will take care of the strategic and creative development of the entire brand platform: from positioning to communication activities. The agency will pay particular attention to doctors and specialists, having the ultimate goal of identifying IBSA Derma as a reference player in the international panorama of aesthetic medicine, at the forefront of injective dermoaesthetic treatments.

“More and more companies in the scientific medical arena are looking for new communication paradigms that the agencies that have the only specialization in the scientific field are not always able to provide,” commented Fabio Bianchi, managing partner at FCB Milan. “FCB, with a strong strategic base and omnichannel creative developments, is proving to be able to fill this gap.”

“Thanks to the high expertise of IBSA, it was possible to innovate and grow fast. We are sure that the strategic contribution of FCB will allow us to take further steps to be recognized worldwide as a reference for injective aesthetic medicine,” said Tania Pirazzini, Dermoesthetic Business Unit Director at IBSA Derma.

“Communication is a critical factor for success,” continued Maria Bisogni, marketing manager at IBSA Derma. “The time has come to take full advantage of this opportunity.”


Agency: FCB Milan

Francesco Bozza – Chief Creative Officer

Massimo Verrone – Group Creative Director

Simona Garufi – Copywriter

Barbara Gangemi – Art Director

Tatiana Ravalli – Strategic Planner

Claudia Moscato – Group Account Director

Ilaria Vita – Account Supervisor

Valentina Salaro – Creative Strategist

Andrea Castiglioni – Head of Digital Solutions