On Thursday, 11 October, the IULM Auditorium in Milan hosted the Engage Conference, a yearly event organised by Engage. Needless to say, Pardgroup was there.
A diverse group of speakers covered topics ranging from influencer marketing to SEO, but always touching upon the event’s main theme: Content.
“Content is King” was the name given to the 2018 edition of the conference, which featured Influencers from the world of Social Media, advertising agencies, founders of start-ups like Friendz or Hoopygang and Executives from major corporations such as FOX Networks Group Italia, Henkel and Cameo. Several “hot topics” were discussed, including social media marketing, influencer marketing and content marketing, through presentations and Case Histories by successful businesses. Some interesting thoughts emerged about the state of online marketing in Italy, the new modes of engagement and, above all, the importance of content in any successful communication strategy.
Among the many questions asked, one seemed especially relevant: “Is it worth it to be bold and take risks?” According to Valentina Genghini, Product Manager at Cameo, the answer is yes, “as long as you remain consistent with your values and your voice”. Indeed, Cameo’s subsidiary Paneangeli has recently partnered with influencer Benedetta Rossi, creator of the popular “Fatto in casa da Benedetta” blog, radically overhauling its entire communication strategy. Such a move, considering the brand’s target market, was certainly daring.
But all in all, in a world so over-saturated with all kinds of advertising content, it seems like audacity has become an essential requisite. This has strengthened the synergy between companies and agencies, who come together with one goal in mind: to create content that is ever more daring, interesting and powerful.
And Pardgroup, unconventional by definition, is ready for the challenge.
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