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With Silvio Dolci goes one of the most important figures in the history of Italian advertising.

Many stories could be told about Silvio Dolci, starting with the founding of the advertising agency that still bears his name in 1962 in Turin.

Adventurous, amusing, and striking anecdotes, many of which date back to the golden age of Italian advertising, highlight his capacity to take risks and innovate, as well as the countless important advertising campaigns for numerous significant companies operating in our market (among many, just mentioning the campaigns for Orzo Bimbo and Simca is enough), and his love for France, which led him to open an office in Paris in the fateful year of 1968, also responsible for campaigns for major names like Philips and J&B.

Stubbornly (and for this stubbornness, we are grateful), his agency has remained over the years one of the few proudly Italian realities, never yielding to the temptations and allure of large international networks.

But perhaps the most fundamental aspect concerning his story and professional life, his deep relationship with this profession, can be told by Silvio himself better than anyone else, and in doing so, he offers us a greatly revealing insight into his attitude.

In a book released a few years ago, which gathered some of his aphorisms and long-standing reflections, Silvio Dolci describes the inextricable intertwining that has marked his life as an advertiser: “Advertising has worked for osmosis with the events of my life. (…) Every event, public or private, I have experienced as an advertiser.”

And the title of the book represents the perfect synthesis of this approach and this bond: If I Hadn’t Been an Advertiser, I Would Have Been an Advertiser. Advertising, as a profession (an activity, as Silvio Dolci defines it), is not only passionate but also has, or can have, solid dignity, as well as a very relevant economic and social function and utility. Advertising, therefore, as a choice, as urgency, we might say.

Some might argue that this is a romantic view, probably born from a season in the history of advertising that has now definitively passed.

We prefer to think instead that the teaching of Silvio Dolci can accompany and guide us even in the stormy seas we are navigating these days. In addition to leaving us with a great void, Silvio Dolci hands us the thread of a passion that must be preserved and not broken, along with a deep sense and ethics of our work, and all this represents an extraordinarily precious legacy and at the same time a challenge for those who have taken up the baton of this great story, starting with Marco David Benadì, Partner & CEO of Dolci Advertising.

For more information: martina.mancini@dolciadv.it 348/1508950

The period we are going through has brought up many questions, including those related to communication. We asked ourselves what it means to communicate during the time of the Coronavirus.

Is it possible to do so? And if so, how? With what implications, precautions, priorities, and responsibilities?

In short, we asked ourselves a few questions and tried to provide some answers. You can find these questions and answers in the interviews.

And if the interviews spark your interest, click here to see the case studies that we consider most significant.

Two months after the launch of the initiative—proposed by Dolci Advertising—the collaboration between the visionary Italian high jewelry brand Chantecler Capri and 24ORE Business School has reached its final stage. Embracing the brand’s challenge in the realm of digital strategy, the 18 students from the 25th edition of the Master’s in Communication, Digital Media & Social Strategy, divided into three groups, worked diligently on the assigned Project Work.

Even during the lockdown, technology allowed them to keep going.

Using Zoom enabled them to overcome the obstacles posed by the situation to traditional class activities. It was on this platform that the three groups presented their work to the jury, represented primarily by Costanza Aprea—Vice President—and Angela Za—Marketing Manager—of Chantecler Capri. At the end of the presentations, it was up to them to announce the winner.

“When we accepted the collaboration proposal presented by Dolci Advertising, we hoped for a result that would demonstrate how advanced education and small and medium-sized enterprises can collaborate effectively and mutually benefit. The quality of the students’ work was the final confirmation of this,” commented Costanza Aprea, Vice President of Chantecler Capri.

“If there’s one thing this challenging situation has taught brands, it’s that we need to invest more in digital, seeking innovative and engaging solutions that build empathy and excitement. And that’s exactly what we found in this Project Work, along with a beautiful human and learning experience that these open, young, and motivated minds gave us,” added Angela Za, Marketing Manager of Chantecler Capri.

“From the briefing stage to the presentation, the students showed curiosity, an understanding of the project’s purpose, and a proactive spirit, committing themselves to being active on social media and giving great visibility to the brand on the Instagram profile of the master @marketingcomunicazione24,” stated Marco David Benadì, Partner & CEO of Dolci Advertising and Scientific Coordinator of the Master in Communication, Digital Media & Social Strategy at 24ORE Business School.

And while the project for the 25th edition of the Master with 24ORE Business School has concluded, the doors of the Chantecler boutique in Milan on Via Santo Spirito 5, along with all company activities, are open again. The brand is ready to restart with all the style and joy of living that characterize those who never stopped believing and innovating. The creative outcome of this surge of positive energy is also reflected in the new Capriness collection—designed to bring the magic and sunshine of Capri to this unusual summer of 2020—which will be available in Chantecler boutiques and selected multibrand stores in Italy and abroad.

For more information:
Raffaella Stefani
stefani@dolciadv.it

Nelson Whitman, a feathered thinker, teacher, companion, and friend of children, hasn’t stayed idle during this period. With the gradual resumption of activities and outings, children will also need protection through appropriate masks, and someone has thought of them, especially those who need extra care.
 
Nelson Whitman has decided to donate child-sized masks to the Regina Margherita Hospital in Turin, the Buzzi Hospital in Milan, the pediatric department of the Milan Cancer Institute, and of course, to Casa Ugi. These are water-resistant, double-layer jersey masks, washable at 60°C, and ready to be used outside the hospitals. The masks have been illustrated by Melissa Pirolo, an artist from the Brera Academy of Fine Arts.
 
“I want to sincerely thank some special friends: Maglificio Lisanza, Marco Calleri, CEO of Lisanza, Dario Togher, CEO of Td Group, and Aldieri For Children Onlus for believing in and supporting this project from the beginning,” says Marco Benadì, speaking on behalf of Nelson Whitman and author of the book *The Strange Case of Nelson Whitman*. He then adds: “I don’t want to see the children’s smiles yet, because I hope to see their eyes smile in the sunlight and in a new kind of freedom.”
 
Nelson Whitman is ready to fly from one region to another, from one child to the next, for his special delivery. And for those who wish to fly alongside him, it will be possible to purchase the masks at Casa Ugi, contributing to the initiative with a small gesture.
 
http://www.iosononelson.it

https://www.ugi-torino.it

http://www.lisanza.it
 
Read the article in Corriere della Sera

The long history of partnerships between Dolci Advertising and the major names in Italian entrepreneurship has a new chapter: Chantecler Capri, a brand symbolizing the Dolce Vita of Capri and High Jewellery.

Dolci Advertising’s unique sensitivity in working alongside Italian families, combined with its deep understanding of the luxury market, convinced Chantecler to embark on a long-term collaboration with the agency. This journey began with the creation of a new brand payoff: *High Jewellery from a Visionary Island*.

Many initiatives will follow, involving Dolci Advertising both creatively and strategically, all aimed at highlighting Chantecler’s rich history and bringing out the non-conformist and unmistakably Capri essence of its creations.

For more information:
Martina Mancini
Phone: 02 3496171
Email: a href=”mailto: martina.mancini@dolciadv.it”>martina.mancini@dolciadv.it

The new basketball team in Turin has chosen Dolci Advertising for its branding.

The agency has been entrusted with developing the communication plan for the yellow and blue team, the naming contest project, and the graphic design of the logo and new game uniforms, which will be unveiled in the coming days.

“We are excited to support Reale Mutua Basket Torino in this new beginning. The passion for basketball, the shared values, and the strong connection with the city of Turin have made this extraordinary collaboration possible,” said Marco Benadì, Partner & CEO of Dolci Advertising.

“The participation and enthusiasm of the city of Turin for basketball starts from a shared project that aims to have an engaging graphic identity, interpreted perfectly by Dolci Advertising, our partner from day one in this adventure,” stated Renato Nicolai, Sole Administrator of Reale Mutua Basket Torino.

Today, the Turin team presents itself to its supporters with a new logo that reflects the colors of the city and features an innovative representation of a bull, showcasing the grit and desire to get back on the court.

The project was overseen under the creative direction of Guido Cornara, with contributions from art director Ambra Zacco, copywriter Virginia Tamburini, and client partner Luana Dimonte.

For more information:
Phone: +39 011 8171333
Email: dimonte@dolciadv.it.

In a world like advertising and in a country like ours, where the presence and role of women in companies are still significantly underrepresented, Dolci Advertising is pleased to announce the arrival of a small group of bright and passionate young women to its team.

Welcome to Giulia Ranza, Raffaella Stefani, Virginia Tamburini, Ambra Zacco, and Anna Benvenuto, who bring their energy, talent, and enthusiasm to strengthen the creative and account departments at the agency’s Milan office.

The radio campaign “Il nome del comfort,” created by Dolci Advertising, has been awarded a Key Award in the “Radio Family Lifestyle” category.

“What makes this radio communication powerful? It lies in its potential limitation: the impossibility of representing the product. Free from the need to describe it, it allows listeners to experience an emotion, reflect, and look within themselves,” explains Marco David Benadì, Partner & CEO of Dolci Adv, the agency responsible for the new positioning of Divani&Divani by Natuzzi. He emphasizes that in a radio spot like “Il nome del comfort,” characterized by strong insights, this potential is fully expressed and highlighted by the soundtrack, which serves as the connecting thread of the multichannel campaign conceived and executed by his agency. This approach also provides affiliated dealers the opportunity to convey a highly emotional spot through local communication, allowing for a tactical execution as well.

“In this journey,” continues Benadì, “the biggest surprise was discovering that alongside us was a courageous partner: a client who challenged and supported us throughout our creative process. This is evident in the campaign itself, which has been consistently adapted across various media, aiming to evoke an emotion rather than advertise a product. The choices made in this campaign, marked by great audacity yet grounded in reason, have enabled the company to transform its image and positioning.”

Dolci Adv, together with the Natuzzi Creative Lab, also handled in-store communication. “The eighty stores of the Divani&Divani by Natuzzi affiliate network,” explains Benadì, “provide us with the opportunity to communicate, from Turin to Ragusa, the compelling reasons that make the promise of absolute comfort credible, thus bringing consumers closer to the most important phase of brand courtship: the invitation to experience the product.” Now more than ever, the purchasing experience must become a multisensory experience. “Divani&Divani by Natuzzi is today deploying all the tools necessary for local retailers to tell the entirely Italian story behind the first retail chain dedicated to consumer service and support.”

On Friday, April 13, from 8:30 to 10:30 AM, an open lecture took place in the Jona classroom at the Department of Management, Campus of Economics, University of Turin. The session was part of the Advanced Marketing course taught by Professor Fabrizio Mosca, with the presence of Professor Valter Cantino, Director of the Department of Management. The lecture was titled “Corporate Strategies in the Yacht Market: The Azimut Benetti Group and the Challenges of Change.”

The distinguished guest speaker was Dr. Giovanna Vitelli, Vice President of the Azimut Benetti Group, who provided valuable insights to the students in Turin, sharing the current and future product and marketing strategies of one of Italy’s industrial gems.

“Our product strategies are based on careful observation of changing lifestyles. On this basis, we define new concepts inspired by three key words: lifestyle, technology, and new luxury,” stated Giovanna Vitelli.

Also present was Dr. Marco David Benadì, Partner & CEO of Dolci Advertising, who highlighted the crucial role of communication within luxury brand marketing strategies. “I believe events like these provide fundamental contributions to the training of future generations because they are unique moments for engaging with the stories and experiences of those who are currently leading the market,” commented Marco David Benadì.

In conclusion, Professor Fabrizio Mosca, Professor of Management at the University of Turin and a Chartered Accountant specializing in valuations of luxury brands and companies, presented his book, “Strategies in Luxury Markets: Marketing, Digitalization, Sustainability,” published by Egea Bocconi in 2017.

According to Professor Fabrizio Mosca, “The global market for high-symbol-value goods is worth over a trillion dollars, with more than 415 million luxury consumers. Both market size and consumer numbers are growing. Italian companies lead in some luxury markets, such as yachts. The book examines competitive, marketing, financial, and M&A strategies to tackle the future in these fascinating but challenging markets.”

The new communication campaign for Anni Azzurri addresses a theme that we can provocatively call “forever green.” Whether today, tomorrow, or the day after tomorrow, the elderly are us. This is why we need to invest much more than we have done so far.

From every perspective, starting with communication. Diving into the discussion with those involved in the new communication campaign, here are their responses to the question “Who are the elderly?”

Marco David Benadì, Partner and CEO of Dolci Advertising.

“Life expectancy continues to rise, and Italy remains among the ten longest-lived countries in the world. Therefore, as we become more long-lived, companies, services, and communication agencies must become more forward-thinking. The development of healthcare and social assistance systems, as well as new third-age-oriented products and technologies, is our future. This is why Dolci has been carrying out various communication projects related to the ‘elderly’ sector for 15 years. We have rebranded this age as ‘the age of new opportunities.’ And our new great opportunity, as an agency that has always prioritized human relationships, has been to work for Anni Azzurri.

As a first step, we sent our creative and strategic department to gain direct experience in Anni Azzurri residences. A place we discovered to be much more than a nursing home for the elderly.

The residences are, in fact, their home. Hence the payoff that initiated all the creativity: “Anni Azzurri. Welcome Home.”

Matteo Tessarollo, Head of Marketing and Communication at Anni Azzurri Residences.

“The elderly are those who, no longer needing to chase the future, can afford to live their present fully. And the present is an inexhaustible source of opportunities and experiences at any age. That’s why we at Anni Azzurri concentrate much of our energy on the quality of day-to-day life in every single service, proposal, and activity. For every level of self-sufficiency, there is a great potential to discover, understand, and stimulate. This must be done with professionalism and competence, but also with passion and enthusiasm. Just as we did for our new communication campaign, where we decided to involve our guests directly, turning them into the campaign’s testimonials. The result was exhilarating. Two days of shooting in our residences, which the guests experienced with great wonder and participation. The only difficulty was making them understand that, despite the flashes, spotlights, advertising agency, and production crew, they wouldn’t become the new Hollywood stars!

Jokes aside, the greatest risk for the elderly is to close themselves off. That’s why it’s essential to stimulate and encourage all possible relationships of exchange, confrontation, and dialogue. The elderly should not have a house that they can lock themselves in; rather, they should find a home space that has a window always open to the world.” The first images of the campaign—featuring a plan for print and web, billboards, and radio spots—will go live starting today and will show the guest protagonists captured in daily activities: exercising in the gym or outdoors, birthday parties with family, reading the newspaper, etc.

The campaign was produced by Dolci Advertising: Creative Direction by Guido Cornara, Giulia Pagani (copywriter), Alessandra Paglialonga (art director), and Martina Mancini (client partner).

Photographer: Matteo Linguiti.

For further information, contact: Martina Mancini

Dolci Advertising has managed the communication for the Spring 18 season of Bisbigli, a brand of Linclalor with over 50 years of history, specializing in the premium segment of sleepwear, beachwear, and lingerie. The agency created the film for social media channels, a new format for the consumer catalog, and communication materials for the point of sale.

The film tells an intimate story filled with games, glances, and escapes: the camera almost chases the protagonist as she runs away, hides, but ultimately reveals herself in all her natural sensuality, capable of evoking emotion through a simple whisper. This season, the consumer catalog adopts an editorial style that transports readers to a world beyond the Bisbigli Spring Collection, a world filled with sections and advice that women can read and embrace at any time.

“When Marco Benadì shared his idea of going beyond the usual catalog filled with beautiful images and products, he immediately convinced us,” states Lorenzo Giambruno, Sales Director of Linclalor. “Being able to engage and interest our current consumers and those to come, even with topics complementary to those strictly related to the product, is an important step toward the complicity we seek to establish with all women.”

“Capturing the essence of being a woman is a challenge that fascinates us every time,” says Marco David Benadì, Partner & CEO of Dolci Advertising. “The tone and message we are spreading allow us, season after season, to reach the women who inspire us every day—real women.”

The project was executed under the creative direction of Barbara Guenzati and Guido Cornara, with art director Pietro Nalin, copywriter Alberto Politi, client partner Luana Dimonte, photographer Marco Rufini, director Andrea Bauce, and production company Simple Ag.

For more information, please contact Luana Dimonte.

Following a consultation involving numerous communication agencies, Altroconsumo, the leading and most widespread non-profit consumer organization in Italy, has chosen Dolci Advertising for the brand’s repositioning through a new communication strategy.

An intensive multichannel planning approach will support a multi-subject campaign aimed initially at consolidating brand awareness and subsequently at deepening and showcasing the wide range of services and activities offered.

The new campaign revolves around the theme of “choice” in its various forms and interpretations, emphasizing how choosing to associate with Altroconsumo can simplify all other everyday and extraordinary choices with the right awareness and peace of mind.

The campaign will go live in February, featuring a rotation on Sky of three TV commercials directed by Luca and Marcello Lucini, with cinematography by Davide Artusi and produced by Kapakom. The campaign will also have a web presence, with various spin-offs designed for Altroconsumo’s social and digital channels.

“With this campaign, we aim to engage consumers and market players in the new brand positioning journey that Altroconsumo will pursue throughout 2018. The challenge is exciting: to consolidate its position as a global player in providing simple and quick solutions to everyday needs. In a constantly evolving market, Altroconsumo seeks to manage change to be by people’s side, at the right time with the right tools. Always with independence, scientific rigor, critical consumer insight, and a commitment to defending people’s rights and serving consumers. Choosing consciously has never been more urgent and impactful for personal growth and the country’s system. In a world full of questions, Altroconsumo provides answers,” states Andrea Altichieri, Marketing Director of Altroconsumo.

For Marco Benadì, Partner & CEO of Dolci Advertising, “Contributing to the awareness of a proud and independent brand, like our agency, fills us with pride and revitalizes our energy, making real and possible a change in consumer ethics through values-driven communication that comes from the heart. I thank the entire team that dedicated themselves to this project, the creative duo Davide Bombonato and Nicolò Battaglia under the creative direction of Guido Cornara, and Client Partners Martina Mancini and Lorenza Calcaterra.”

For more information, please contact Martina Mancini.

Marco David Benadì, partner & CEO of Dolci Advertising, is 47 years old, married to Barbara, and a proud father of Beatrice and Alberto. His work takes him between Turin and Milan, constantly traveling between southern Italy and Paris.
Before we start discussing Dolci Advertising, a 50-year-old independent Italian agency with offices in Milan and Turin, and a branch in France, let’s get to know him better: “I’m the son of an entrepreneur and a dynasty of antique dealers, raised in a solid family to whom I owe a lot. I try to be a worthy helmsman of a fascinating Italian story that is called Dolci Advertising. I’ve always had to work hard, but I’ve always derived immense pleasure from it. Today, I see myself as a small entrepreneur working alongside great Italian families who bring their wonders to the world. I am a man who believes in what he does. I was born and raised in Turin, a bold city full of hidden passions, with a very warm heart. A city that knows how to invent and can still surprise, but I couldn’t live without Milan, the other half of my life. It’s a city that captures you, but also gives you so much—a kind of vitamin I cannot do without.

In addition to being the CEO, you are also a university lecturer and collaborate with prestigious master’s programs of excellence. What contribution do you gain from this activity?
You learn the most when you teach. After being a contract professor at the University of Turin in the Faculty of Economics, coordinator at IED in Turin, and visiting professor of marketing and communication at Città Studi in Biella, the Faculty of Economics in Pisa, Ilas in Naples, in Rome, Siaf in Volterra, the Faculty of Communication in Teramo, and Iuav in Venice, I now focus my remaining hours on the Business School of Il Sole 24 Ore, where I am a lecturer and a member of the scientific coordination in the area of marketing and communication. More than 1,500 hours of contact with future generations, with tomorrow, with the pure energy that overwhelms me… I will never be grateful enough to the thousands of young people, managers, and entrepreneurs I’ve met who have given me so much. Despite all this, I don’t consider myself a teacher, perhaps more of a coach…

Dolci Advertising: what are its distinguishing features and main strengths?
We do a job we love, and we try to cultivate it every day with a pinch of serenity and joy, despite our world becoming increasingly filled with unease, short-sightedness, and a strenuous protection of the position. We continue our journey, fueled by conviction, passion, and seriousness. Where the taste of action, the ability to set an example, and the optimism of will make challenges not only manageable but also possible, simply because we believe in ourselves. We have a founder and president, Silvio Dolci, who has the grit of a young man and reminds us every day of the values of seriousness, keeping one’s word, courage, ethics, and respect. We do this for our profession and instinct, in an agency that believes in its DNA, in the independence of thought and creativity, and instead of staying behind, clinging to the trophies of the past, it focuses on the ideas that drive the future. Ideas guide strategy, and today, if you are not future-oriented, you are already past. We stand alongside our clients, from strategy to positioning, from creativity to execution.

All this might seem taken for granted.
For our clients, we cannot simply do the ‘due,’ we expose ourselves, we are part of their internal decision-making processes, and we are often involved in discussions about the grand vision of the future, between the generation that created it and the one that will develop it tomorrow. Dolci Advertising is a healthy company, recognized by the market, that knows how to dare and understands that life is infinitely rich and overflowing, even in its deepest struggles and disappointments. For us, each campaign is like planting a flower; then over time, looking from above, we realize we have shaped a wonderful garden.

Why should a potential client choose Dolci Advertising?
Because it is a fiercely independent agency. Because for 55 years it has been loyal to brands, their growth, their success, and their relationships with people. Serious and deep relationships are built over time.

What are your most recent projects?
We are a bit naive… reserved in a world where shouting might pay off more. I can whisper to you… (laughs) that we have expanded our network of skills and professionalism. Finally, on July 14, we regained the Bastille, our Parisian residence, thanks to an increasingly close collaboration with Patrick Norguet, a world-renowned designer and architect specializing in retail design. With him, we have worked on the design & communication project for the new Divani&Divani stores. We have consolidated our partnership in London with Bridge Dgtx; with Claudio Agazzi, we are developing RetailTune to help brands use the digital model more intelligently to coordinate CRM, online shops, and social media. Speaking of brand projects, I could mention Armani with the two campaigns Frames of Life 2016 and 2017, the repositioning of Divani&Divani, the international campaigns for Natuzzi Editions, communication for Benetti Yachts, the new major online and offline communication platform with Scarpe&Scarpe, international work with Zambon and Stannah, social projects with the Ambrosoli Foundation and the Banco delle Opere di Carità, not forgetting Aley, Agrimontana, Illy Group, Italsempione, Barbieri you’b’jou, Tenerità, Bisbigli, Bem.

And the future?
We have welcomed six young newcomers, all under 30, with the intention and conviction of bringing new life, new energy, and fresh, innovative, and enterprising ideas into our team, thanks to their multidisciplinary and international approach. Lorenza Calcaterra and Karolina Lipozenčić have started a new journey with us as client partners with an international vocation. Art directors Davide Bombonato and Marco Signorile, both graduates in graphic design and art direction from Naba, and copywriters Davide Palvarini and Nicolò Battaglia, who hold a specialized master’s in copywriting and advertising communication from Iulm University, have joined us. We continue our mission of shared growth, focusing on the training and development of the most capable and promising young talents.

What is your approach to pitches and new business?
For fifty-five years, we have sown seriousness and good results; that’s why we enjoy a healthy and robust reputation. It often happens that the very entrepreneurs we work for refer our professionalism to other entrepreneurs and managers. We participate in pitches, sometimes politely saying no… affirmative no, of course. We affirm with a no our distance from projects that must always be urgent, beautiful, budgetless, and cheap. We affirm our yes to those who seek allies, to those who want people at their side who want to engage with them eye to eye, which means taking a stand, taking risks, and building for tomorrow. We do this in luxury, fashion, accessories, retail, beauty & pharma, senior marketing, and food, from Puglia to Paris. Most importantly, we do this thanks to a team of people who have found and appreciated each other, without stopping to ‘think’ despite the rush, always trying to ‘do things right’ despite increasingly limited energy.

Your essay ‘Su e giù per la vita’ was very well received. What was the idea?
The blame lies entirely with my children Beatrice and Alberto, who one morning at breakfast asked me a difficult, embarrassing, complicated question. One of those questions that often trouble fathers and mothers: “Dad, what is life?” I couldn’t answer and spent entire weeks aware of my weakness, but the kids gave me the opportunity to remedy that. They pushed me to take the journey from which the content of the essay emerged, but also Giovanni Messina and Stannah are the real culprits of this ‘up and down in life.’ The nine stories I encountered illuminated my thoughts, and even though I didn’t return with a single answer but rather nine, I understood many things. I realized that life is a journey, and even if many of the events that happen to us are hard and painful, the most beautiful things are those that surprise us and— as I love to say—‘mess our hair.’ I wish this journey would never end. I immersed myself in our country, in all the wonderful things, from faces to stories, from dialects to passions, from experiences to happy discoveries. My guests reminded me of how important memory is. I met extraordinarily ordinary lives, very original, fascinated by nuances, and I’m happy to have dedicated a sea of time and effort to this project. In the end, I gave myself a great gift. Life is a journey, not an accumulation of experiences. And even though there are moments when we should slap ourselves, there are others (and for me, this was one) where we remain enchanted.

Is it true that your latest book published by Lupetti, ‘Oggi abbiamo lavorato bene,’ returns to a theme dear to you: the dreams and courage of the entrepreneur?
As a child, I was afraid someone would hide in the dark to steal my dreams while I slept. So one evening, General Carlo Alberto Dalla Chiesa, a great family friend, promised to put a carabiniere in front of my room. After a few days, an officer in full uniform arrived at my house. Standing a meter tall, carved in wood, he was hung on my door. From that day, I slept soundly. Now that I’m an adult, I

Dolci Advertising takes on the communication for Bisbigli, a Linclalor brand with over 50 years of history, specialising in the premium nightwear, swimwear and underwear segment, with a brand new concept that emerges as a manifesto for the brand.

The agency had the task of creating the new advertising campaign and the promotional activity for both stores and social media platforms. Drawing on the deep affinity between the brand name, the company’s values and women’s natural attitude towards beauty, the concept “No need to shout to be you” was born.

It’s a concept that makes Bisbigli an ally, a partner and a spokesperson for all those women who love life and love to live every moment to the full, because they are confident about their identity and their sensuality.
No need to shout to be you becomes an invitation not to be afraid to have fun with one’s femininity, to indulge one’s ever-changing moods and, above all, to remain true to oneself. Because with Bisbigli at every woman’s side, a whisper is all it takes to thrill the world.

“We decided to talk about being a woman in the only possible way, naturally and without exaggeration,” says Marco David Benadì, Partner & CEO of Dolci Advertising. “In a society in which appearance is a lifestyle, we sought and created a positioning based on the essence of being a woman: a natural sensuality, a femininity that doesn’t need to shout to assert itself, and a personality free from aggression, provocation or ostentation.”

Under the creative direction of Barbara Guenzati and Guido Cornara, the project involved art director Carlotta Zaina, copywriter Alberto Politi, client partner Luana Dimonte, and photographer Marco Rufini.

Over the last year, the independent Italian agency Dolci Advertising has welcomed six new recruits, all under the age of 30. They bring with them the drive and belief to inject new life, new energy and new ideas into this well-established organisation, with their multidisciplinary, international background ensuring a fresh, innovative and resourceful approach to creativity.

And so the Dolci team is enriched by Lorenza Calcaterra, a client partner who graduated in Interpreting and Translation, with significant foreign experience in Los Angeles, Paris and Tunisia; Karolina Lipozenčić, a client partner of Croatian descent, who graduated in IT Business from the University of Singidunum in Belgrade, Serbia; art directors Davide Bombonato and Marco Signorile, both of whom graduated in graphic design and art direction from NABA, the New Academy of Fine Arts in Milan; and copywriters Davide Palvarini and Nicolò Battaglia who, after their degrees in literature and philosophy respectively, earned a Masters in Copywriting and Advertising Communication from the IULM University.

With these new entries, Dolci Advertising carries forward its mission of shared growth, focusing on training and developing the skills of the most talented and promising young people.

Marco Benadì, Partner & CEO of Dolci Advertising says: “For us the year ends with the arrival of summer, like in the worlds of education and sport. As our final piece of news from this wonderful year, we are delighted to welcome six new employees who are worth far more than any new acquisition.”

(Photo caption) From left: Nicolò Battaglia, Marco Signorile, Karolina Lipozenčić, Davide Palvarini, Lorenzo Calcaterra, Davide Bombonato.

Italsempione, an international player in the field of shipments and logistics, renews its collaboration with Dolci Advertising for the creation of its new corporate campaign.

Following the integrated communication strategy developed in 2015, the creative project continues to convey Italsempione’s identity and values through objects that talk about the care and attention with which their shipping has been managed, contributing to Italy’s reputation around the world. The claim, “We Move Your Story Forward”, is the confirmation of the brand’s philosophy.

The multi-advert campaign, live from May 2017, involves a series of full-page print ads in the daily newspaper ILSOLE24ORE.

“Working with Italsempione again is an important recognition,” explains Marco Benadì, Partner & CEO of Dolci Advertising. “It is a testament to the continuing desire to tell the world about the know-how that has always distinguished our nation. That’s why we committed ourselves once again to showcasing some wonderful Made-in-Italy stories.”

Under the creative direction of Barbara Guenzati and Paola Napolitani, the project involved art director Pietro Nalin, copywriters Nicolò Battaglia and Alberto Politi, and client partner Lorenza Calcaterra. The photographer was Davide Bodini.