Media: Publishing brands

A very successful Opening Party, one with which TV Sorrisi e Canzoni, the leading brand in the entertainment world, kicked off a week full of emotions, music and entertainment together with the protagonists of the Sanremo Festival.

To celebrate the start of the most awaited singing competition in Italy, a group of more than 350 guests who accepted Sorrisi‘s invitation, including artistic director and conductor Carlo Conti, competing singers, the presenters of Prima e DopoFestival and many personalities from the world of entertainment. An unforgettable event that took place on Sunday 9 February, dedicated to music and exciting moments of sharing.

MORE THAN 350 EXCEPTIONAL GUESTS

The Festival’s unmissable participants: Achille Lauro , Bresh, Brunori Sas, Clara, Coma_Cose, Francesco Gabbani, Francesca Michielin, Gaia, Giorgia, Joan Thiele, Lucio Corsi, Marcella Bella, Noemi, Olly, Rkomi, Rose Villain, Rocco Hunt, Sarah Toscano, Shablo with Joshua and Tormento, Serena Brancale, Simone Cristicchi, Tony Effe, The Kolors, Willie Peyote.

Alongside them are many personalities from the world of entertainment, TV and music, including: the hosts of Prima e DopoFestival Bianca Guaccero, Mariasole Pollio, Gabriele Corsi, Alessandro Cattelan; Lodovica Comello and Tommaso Cassissa who, from Tuesday to Saturday, will be behind the microphones of the “Sorrisi a Sanremo Podcast” together with the director of TV Sorrisi e Canzoni, Aldo Vitali.

There were many emotions during the Opening Party, which began with the ribbon cutting with which Aldo Vitali, together with Carlo Conti, Antonella Clerici and Gerry Scotti kicked off the evening and inaugurated Casa Sorrisi, which will host the editorial staff of the brand throughout the Sanremo week.

“It is a source of great satisfaction and pride for us at TV Sorrisi e Canzoni to be a point of reference not only for the public, but also for the many artists in the entertainment world who, every year, affectionately respond to our invitation and celebrate, with us, the music and energy that an extraordinary event like the Sanremo Festival brings with it,” said Aldo Vitali, director of TV Sorrisi e Canzoni.

Chi, the most-read gossip magazine in Italy dedicated to stories of the most beloved personalities, is moving this year to the heart of Sanremo to keep its audience – nearly 1.5 million readers and 1.1 million followers on social media – up to date on the most exciting moments and the most thrilling scoops of the 75^th edition of the Festival.

From 11 to 16 February, the magazine run by Massimo Borgnis will organise a varied daily schedule of content with journalists Azzurra Della Penna, Carmen Pugliese, Valerio Palmieri and beauty editor Alessandra Pappalardo. A schedule packed with stories related to the singing competition and enriched by interviews with competing artists and stars of the entertainment world – guests of the exclusive lounge of Casa Chi

A great new feature this year is Chi’s location in the special glass box of Monkey’s Radio, located in the Radio Village in front of the Sanremo Casino. Here, every day from Tuesday to Saturday, during the programme Chi c’è a Festival, hosts Alice De Bortoli and Alan Congiuri will interview journalists who will bring to the microphones of Monkey’s Radio facts, characters, style, and trends, but above all the secrets and scoops behind the scenes of the Italian Song Festival.

Among the many initiatives planned is the participation of partner SYM – the Italian branch of the Taiwanese multinational Sanyang Motor Co. Ltd, a leading company in the production of two and four-wheeled vehicles – who will accompany the exclusive scooter Gilberto Savini, social face and ambassador of the brand, in search of scoops and the coolest parties in the city of flowers among the city’s narrow streets.

Another appointment not to be missed is the Commenta Look column in collaboration with IUAD Academy, during which journalists from Chi will comment together with aspiring stylists on the looks of the artists and celebrities who will take to the stage at the Ariston.

Piemme, exclusive concessionaire of Chi for magazine and socials, has played a crucial role in the development of these two brand integration projects for the 2025 edition of the Italian Song Festival.

Chi, the most read weekly magazine in Italy, with an audience of 1.5 million readers and 1.1 million followers on Instagram and Facebook (Source: Audipress 2024/I and FB and IG Insights), tells the stories of the most loved and followed personalities by the public, ranging from the world of entertainment to politics, from sport to fashion and lifestyle. The care for the quality of photographic images, the constant search for news, and above all its exclusive and trusting relationship with celebrities are what make the magazine unique. Established right from the start through an absolutely original formula for Italy, Chi combines the stories of “natural protagonists” with spaces dedicated to fashion and beauty.

From Tuesday 11 to Saturday 15 February, Webboh, the benchmark media for the new generation, will be in Sanremo together with Astra Make-Up, the Italian beauty brand with 35 years of expertise that shares the values of inclusivity and “self love” with Webboh.

Webboh and Astra Make-Up will invade the streets of the Ligurian city aboard the “Webboh Van Studios“: a fully customised van that will provide exclusive moments for the brand’s community on the road.

“We are excited to return to Sanremo with a project that combines music, beauty, and creativity,” says Giulio Pasqui, Brand and Content Manager of Webboh. “The Webboh Van Studios, which is super Instagrammable, will be the meeting point for competing singers, creators, and the most beloved faces from the community who will enliven our social media profiles with content and interviews. This year we’re happy to have a solid partner like Astra Make-Up by our side, with whom we have an evident affinity for target, tone of voice, and values.”

Activities scheduled in the Webboh Van Studios

Not to be missed on Webboh’s social channels is Pick-Up Reaction, during which competing artists, hosted on the van, will share their immediate impressions right after their performance on stage. Another special initiative involves creating a personalised “gadget” for each competing singer, namely a special edition of Webboh in a printed version where the columns Facciamo Chiarezza and Red Flag o Green Flag will feature.
Furthermore, another idea for this year is to give the protagonists of the Festival the manifesting kit that will allow them to best manifest their wishes and dreams during the Sanremo week. The kit also includes a mantra, created in collaboration with Astra Make-Up, to wish all participants in the competition “good luck”.
The story on Webboh’s social media channels – TikTok, Instagram, YouTube – will accompany everything that happens inside and outside the Webboh Van Studios.
Again, What’s up in Sanremo, the story of the Festival evenings created by Arianna Madonna and Claudia Mariani, the beloved creators of Webboh, will be staged every day – live and on social media – while they prepare for the evening by creating beauty looks with the latest Astra Make-Up innovations.
On Valentine’s Day, Astra Secrets will take place, a format that mixes secrets and fun: participants will be able to share an unconfessable secret and, in return, receive an exclusive product from the mysterious Astra box. A unique experience that combines emotion, spontaneity, and a love for beauty.

We are happy to be in Sanremo, the week in which the faces of music take the stage of the most important venue in Italy. Like make-up, music is also an expression of oneself and offers everyone the opportunity to give voice to their identity in a unique and creative way,” says Giulia Gunnella, Marketing Coordinator & Art Director of Astra Make-Up. “The collaboration with Webboh not only gives us the opportunity to intensify contact with Generation Z, but also to strengthen our brand awareness across all generations,” concludes Giulia Gunnella.

Accompanying Astra Make-Up in the activities on Webboh Van Studios is the Camelot agency.

Webboh is a benchmark even during the Festival
This initiative confirms Webboh as the most followed media brand by Gen Z and Gen Alpha in Italy, as well as the most active community in the target audience. The success of his content has established it among the most relevant accounts in Italy during Sanremo with 5 million total interactions (source: Sensemakers, 6-10 February 2024).

Webboh is the benchmark media for GenZ. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase across TikTok, Instagram, YouTube, and WhatsApp of over 4.5 million followers, 70% of which are under 24, a website with 3 million unique monthly users (source: Audiweb last quarter 2024). It is in the top ten most influential Italian media presences on social media, as well as the first in the Generation Z target for engagement and video views (source: Top Media Ranking of Italian First Communication created by Sensemakers. The relevance, authenticity, and interest generated by the content is guaranteed by the bottom-up editorial model: the community is involved in every part of the creative process.

Astra Make-Up was founded in 1988 in Todi, from the dream of pharmacist chemist Giuliano Settimi to create his own cosmetics brand. It is thanks to the entrepreneurial vision of his son Simone Settimi, the current general manager, and the determination of his wife Lucia Menghella, the CEO, that the company continues to grow and develops on a thread of experience and passion, combining creativity with a distinctly Italian love for cosmetic products. The brand is in constant expansion and is present in over 50 countries in Europe, South America, the Middle East, and Asia. The values at the heart of the company’s philosophy celebrate Italian-ness, accompanied by a careful search for cosmetic products in terms of quality and performance, but that are always accessible to everyone.

This year TV Sorrisi e Canzoni will also offer its audience a front row seat to fully experience the new edition of the Sanremo Festival with exclusive interviews, behind-the-scenes content and special content in the magazine, on the website and on social media channels.
Alongside the numerous editorial activities, there are many other great innovations, new formats and events, such as the exclusive Opening Party on Sunday 9 February, an unmissable event for all artists and leading figures in the entertainment world. Initiatives that confirm Sorrisi as the benchmark brand in the world of music and television, with 2.6 million readers, 3.8 million website users and 1.1 million fans.

“As every year, TV Sorrisi e Canzoni will be, with enthusiasm and passion, alongside all lovers of the Sanremo Festival. The new initiatives we present, from the Podcast to our presence on TikTok, are designed to involve an ever wider audience and to make the Sanremo experience even more unique and interactive. Thanks to our editorial team, exclusive content and special events, we want to continue to be a point of reference for our readers and viewers, offering them privileged access to the emotions of this edition of the Festival”, declared Aldo Vitali, director of TV Sorrisi e Canzoni.

BIG NEWS

The Sanremo Podcast arrives on tv on Real Time
After the success of the five episodes aired in January on the main streaming and video platforms, the Sanremo Podcast, dedicated to the history of the Festival, moves to the city of flowers, giving life to a TV programme broadcast on Real Time every day, from Tuesday 11 to Saturday 15 February, at 7pm. An unmissable event – hosted by Aldo Vitali, director of Sorrisi, Lodovica Comello, actress and presenter, and the actor and content creatorTommaso Cassissa– to stay up to date on all the oddities and don’t miss the previews, secrets and behind the scenes of the Italian Song Festival. From 7:30pm, each episode will be available via video streaming on discovery+ and on the TV Sorrisi e CanzoniYouTube channel and on all the main audio streaming platforms.

Vertical Music Contest
This year, TV Sorrisi e Canzoni will also be the official promoter in the area of Vertical Music, the 9:16 vertical format music contest that offers amateur artists a showcase in the world of music, giving them the chance to send their unreleased songs in vertical clips to be evaluated by an exceptional jury. On February 12 and 14, from 6:30pm to 7:30pm, Casa Sorrisi, accompanied by Diletta Begali – Social Host and Content Creator – and Marco Capretti – author and television personality -, hosts of the Vertical evenings, will welcome winning artists from last season, telling their experiences, making their successes heard and launching the opportunity for the entire community to register for the 2025 edition.

A new glass box: “Casa Sorrisi in Sanremo”
The Sorrisi glass box, which last year hosted the brand’s various social activities, returns this year in a completely new version: inside the garden of the prestigious Hotel Miramare, next to Villa Emma, an imposing two-storey structure will be set up, measuring over 500 m² and composed of 32 glass modules, created by Interproject with an interior design project by Studio Pisk. Thanks to the elevated architecture, transparency its proximity to the pedestrian area, people will be able to watch the arrival of all the guests from outside and follow the Sorrisi programme live through external monitors. The set-up and furnishings of the glass box will be the subject of a special episode that will be broadcast on the Warner Bros. TV channel. Discovery Home & Garden TV, will cover the detailed story from the conception to the construction of a real home.
This year the brand will also be inside the Villaggio Radio e Editori in front of the Sanremo Casino with a second structure, set up in collaboration with Fabuloso, where interactive activities for the public will be organised every day, from Tuesday to Saturday, including a special karaoke stand and an exclusive photo booth .

Exclusive content from Sanremo on Instagram, YouTube and the new profile on TikTok
This year, Sorrisi‘s programming, in addition to being on the brand’s Instagram and YouTube channels, will also land on TikTok with its new profile, and will come to life right inside the glass box which includes a large space for interviews and social games, a living area for the inevitable Caffè con il Direttore, and a special recording studio which will host episodes of the Sanremo Podcast every day. Finally, there will be corners set up for make-up and hair stylists, powered by Kiko Milano and Compagnia della Bellezza, a coffee area with Caffè Motta and a food area, with Food Network, which will record In cucina a Sanremo con Ruben every day from Casa Sorrisi, with Chef Ruben Bondì, which will be broadcast on Food Network from 23 February at 3pm.
Finally, during Sanremo week the entire Sorrisi.com website will be dedicated to the singing competition, with song lyrics, insights, score cards, lineups, evening reports and many other surprises.

Three special edition issues for the Festival
To celebrate the Italian Song Festival, Sorrisi will publish, as per tradition, three special edition issues entirely dedicated to the competition, with a total print run of 1.5 million copies. The first issue – on newsstands from tomorrow, Tuesday 4 February – will exclusively contain all the lyrics of the competing songs, together with the iconic cover shot of the entire cast of Sanremo 2025. On Tuesday 11 February, to coincide with opening night, the second issue will be available, featuring presenter Carlo Conti on the cover and containing the evenings’ line-ups and song lyrics. Tuesday 18 February will be the turn of the special edition dedicated to the coverage of the Festival week, with the cover dedicated to the winner, taken in the Sorrisi editorial office on Saturday night immediately after the announcement.

The League of Sorrisi at Fantasanremo
The highly anticipated Fantasanremo is also back and, this year too, will host the league customised by Tv Sorrisi e Canzoni. The brand thus confirms itself as a point of reference for music enthusiasts, actively involving its audience in the singing contest.

Partners
This year, numerous companies, engaged by Piemme, the exclusive concessionaire of TV Sorrisi e Canzoni and Mondadori Media, have decided to support Sorrisi with personalised partnership projects and activities that will be organised at its headquarters during the week.

Caffè Motta will give the editorial staff and their guests moments of relaxation for the entire duration of the Festival, KiKo Milano and Compagnia della Bellezza, in their respective corners inside the glass box, will put on make-up and prepare the guests for interviews and evenings during the Festival; Dacia will exhibit its Dacia Spring, a protagonist of Casa Sorrisi; Fabuloso with its scents will entertain and make all Sanremo residents “smell that perfume!”; SisalTipster will be a partner of the initiative that will provide projections on the winners and other statistics related to the festival; Calligaris, Luceplan, Perdormire, Valentini, Twills and Queeboo, will provide furnishings including sofas, armchairs, chairs, tables and designer lights for Villa Emma and for the exclusive areas of the glass box; finally Slide studio will provide the Puzzle elements: a modular structure, also luminous, perfect for creating plays of light and colour that give a playful and magnetic look to any environment.

ActionAid, with whom Sorrisi has started to collaborate in support of and to bring awareness to the central issues of the association since November 2024, will see a series of important initiatives during Sanremo week. Thanks to the support of the brand and artists, ActionAid will auction personal objects of the competing singers on Charity Stars. The latter will also be invited to sign a piece of Puzzle – the design modules designed and supplied by Slide – which will form a large light installation inspired by the theme of education.

TV Sorrisi e Canzoni was supported in the creation of the event by events production company Left&Right, which has collaborated with the brand for years in the organisation of Sanremo week.

TV Sorrisi e Canzoni is the reference brand for TV and entertainment lovers that reaches 2.6 million readers every month (source Audipress 2024/II), 3.8 million website users (source Audiweb mid-Aug/Oct 2024) and 1.1 million fans (source social insights IG, FB, TikTok, X, YouTube) thanks to a multi-channel system that includes the magazine, the website, social media, events and collateral products.

There is only one way to stay updated on all the curiosities and not miss the previews, secrets and backstories of the Italian Song Festival: you have to follow “IL PODCAST DI SORRISI A SANREMO”, the new TV programme through which the brand that by definition “lives” the Sanremo festival every year like no one ever before, TV SORRISI E CANZONI arrives on REAL TIME for the first time.

“IL PODCAST DI SORRISI A SANREMO” will be broadcast on REAL TIME from Tuesday 11 to Saturday 15 February, at 7pm hosted by the director of Sorrisi Aldo Vitali with Lodovica Comello (presenter and actress) and Tommaso Cassissa (actor and content creator).
Then, from 7:30pm, each episode will be available via video streaming on Discovery+ and on the TV Sorrisi e Canzoni YouTube channel and on all main audio streaming platforms, including Spotify, Apple and Amazon Music.

Together with the hosts there will be many guests who will recount the highlights of the event, and comment on the performances of competing artists and songs, revealing many curiosities. As always, there will be no lack of exclusive backstories, moods and behind-the-scenes of the Festival most loved and talked about by Italians.

The TV programme “IL PODCAST DI SORRISI A SANREMO”, produced by Mondadori Media, stems from the success of thepodcast event that TV Sorrisi e Canzoni has dedicated to all fans of the Festival  and which now moves to Sanremo, the City of Flowers, with a daily programme.
In four episodes, to be watched and listened to on YouTube and on all streaming platforms, the Sorrisi podcast tells the story of the most famous Italian singing competition thanks to a series of unique anecdotes and backstories shared with exceptional guests, such as Rettore, Coma_Cose, Francesca Michielin and Alessandra Amoroso, star of the fourth episode on air today.

AdKaora, the digital agency of the MarTech Hub of the Mondadori Group, a leader in mobile advertising, proximity marketing and full funnel solutions for brands and publishers, is enhancing its team with the aim of further consolidating its position as a reference point in a constantly evolving market.

“The inclusion of new strategic figures is crucial to strengthening our ability to face the challenges of a constantly changing market,” said Davide Tran, MarTech Director Mondadori Media. The creation of an increasingly integrated and cross-functional team will allow us to respond with greater agility and precision to the needs of brands, agencies, and publishers. These roles are essential for consolidating a structure that not only enhances the offering of multichannel solutions but also promotes synergy between the different areas of the company, with the aim of becoming increasingly widespread and responsive in meeting market demands. All choices and new hires made, in addition to being focused on the know-how and experiences gained by professionals over the years, are mainly linked to personal qualities and soft skills, which have always been an expression of the value that differentiates us in the market: Elisa, Sara, Marta, Miruna, Giulia and Alessio are the confirmation of our business strategy,” concluded Tran.

An enhanced Sales Team to enhance the multichannel offering 

The first change relates to Elisa Sergi, who takes on the role of Head of Agencies. Elisa will lead the sales team, optimising commercial strategies for media centres, with the aim of enhancing the multichannel offering of AdKaora and Hej!.

With 10 years of experience and a continuously growing career, Elisa has held key roles such as Sales Account for City News, Senior Sales Manager for Viralize, and Team Lead Sales for ShowHeroes Group. She worked closely with media centres and agencies, developing strong relationships and managing direct relationships with clients. Now, her focus will be to provide increasingly targeted solutions that can respond innovatively to market needs.

In an increasingly competitive sector, our ability to offer multichannel solutions represents a significant advantage. I am excited to put my experience to use in support of the sales team’s activities, optimising strategies for media centres, responding more precisely and in a personalised way to the needs of our clients,” commented Elisa Sergi, Head of Agencies at AdKaora.

In 2024, the sales team was strengthened with the addition of Marta Ammirati, part of the Key Account team, who manages AdKaora’s strategic clients, and Miruna Toader, a new Sales Account, responsible for helping to strengthen partnerships with direct clients, agencies, and media centres.

Focus on the publishing network: new members in the Publishers Team and strengthened leadership

AdKaora also welcomes Sara Saffioti as the new Head of Publishers – Italy. Sara brings with her an innovative vision and solid experience in managing strategic relationships with publishers. Her mission is to lead the development of new business opportunities and solutions for content monetisation, consolidating AdKaora’s role as a reference partner for the Italian market and opening new perspectives on international scenarios.

Throughout her career, Sara has gained significant experience in internationally relevant companies, including Teads, where she managed relationships with premium publishers in Italy, Google, where she consolidated her technological skills, and Evolution Group, where she contributed to the expansion in the Spanish market. Its international approach and ability to build valuable partnerships will be crucial for the expansion of AdKaora’s publishing activities.

I am excited to be part of such a dynamic team. My goal is to build and strengthen strategic partnerships with our publishing partners, providing innovative solutions to tackle a constantly evolving sector,” emphasized Sara Saffioti, Head of Publishers – Italy at AdKaora.

Alongside Sara, the publishing team strengthened in the second half of 2024 with the addition of Giulia Campbell and Alessio Castrichella, both Publisher Managers with key roles, focusing respectively on international development and a solid, targeted national presence.

GialloZafferano, the leading food media brand in Italy, made its debut at the winter edition of Fancy Food Show, one of the most important food industry fairs in the world, held in Las Vegas from 19 to 21 January.

The edition took place under the mark of Italian spirit. In fact, Italy was chosen as Country Partner for the fourth time. This is an absolute record for the trade fair, reflecting the importance of the Italian culinary culture around the world, values that GialloZafferano has always embodied in its DNA, offering new growth opportunities for companies in the sector.

The involvement of GialloZafferano was made possible by a partnership – which will continue throughout 2025 – with Universal Marketing, an agency that supports Italian businesses in organizing their participation in the most important world expos, even preparing the exhibition area. With the success of the edition that just ended in Las Vegas, work has already begun to plan content and activities for the brand’s participation in the Summer Fancy Food Show.

THE WINTER FANCY FOOD SHOW

After collaborating the 2024 summer edition, GialloZafferano was also the media partner of the Italian Pavilion for this edition. With about 1,000 m² and 101 stands, it is the largest international exhibition area at the fair, showcasing the best of Italian companies in the food industry and the regions of Piedmont, Calabria and Sicily.

Together with Zenzero, the Mondadori Media talent agency dedicated to the world of food, GialloZafferano starred in over 10 live show cooking events, enlivening the First Taste Experience area and Lounge Italia, promoted and organized by ICE (Italian Trade Agency) at the centre of the Italian Pavilion. The team of food creators and chefs was of absolute quality and prestige, with Aurora Cavallo (@CookerGirl), who spoke at the opening press conference, Alessandra Ciuffo (@FlavorsbyAlessandra), Bilena Settepani (Settepani Bakery, New York), Lulù Gargari (Resident Chef Creator, GialloZafferano) and Silvia Barban (Executive Chef and co-owner of LaRina restaurant, Brooklyn), present during the fair in Las Vegas.

During the three days of the exhibition, more than 30 original content items were created and shared through GialloZafferano Loves Italy (@giallolovesitaly), the social media account dedicated to an international audience, which currently has more than 30 million cooking followers in foreign markets.

PROJECTS FOR 2025
Throughout 2025, GialloZafferano will continue use its website and social media channels to recount the ways in which Italian cuisine is increasingly permeating the eating habits of American consumers. A rich schedule of new social media series is already planned to explore traditions and new trends, emphasizing the quality of Italian ingredients. This exciting journey of discovery will carry us up to the most important event of the year: the Summer Fancy Food Show, scheduled from 29 June to 1 July 2025 in New York. At the event, GialloZafferano will present itself as a sounding board for Italian brands looking to enter the American market or further strengthen their position. GialloZafferano, the best loved Italian food media brand and ambassador of Italian cuisine around the world, will continue to listen and recount Italian taste, bringing the unique characteristics of Italian products and cuisine to the sensitivity of the American public. In fact, its participation in other important events on the Italian food industry calendar will soon be announced.

GialloZafferano is the leading food media brand in Italy. Half of Italians cook with GialloZafferano online, which reached over 25 million people in November 2024 (Comscore, Multi-platform digital audience). With a fanbase of 72 million followers, it ranks among the top food media brands in the world on social platforms (source: Shareablee-Comscore and Social Insights). It has feasible content accessible to everyone, serving people at all times of the day and across all channels, from the Internet to social media, from its app to smart devices, from its magazine to books and even local events.

Zenzero is the exclusive talent agency managing the best food creators in the Italian digital landscape. Stemming from a collaboration in late 2022 between GialloZafferano, One Shot Agency and six of the top food creators in the Italian digital landscape, it has reached over 43 million followers and over 50 million video views. Zenzero Talent Agency is a new point of contact between an extraordinary hub of creators and brand partners whose goal is to establish effective communication pathways that respond to the growing need of brands to intercept the passions, values and new language of Generation Z.

AdKaora, an international digital agency with full-funnel advertising solutions in the MarTech hub of the Mondadori Group, has signed an exclusive agreement with Haiku Technologies, the leading IoT advertising platform in Italy for pharmacies, thus entering the pharma retail media sector.

The aim is to plan advertisements on screens situated in premium pharmacies, benefiting from expanded media through integration with other channels involved in retail media campaigns, whose advertising market share has grown in recent years.
Positioning of the ‘pharmacy’ sector has also evolved significantly in recent years, becoming a ‘service pharmacy’ and expanding its operations beyond dispensing medicines.

Through the proprietary Addendo Pharma circuit, the digital network of Haiku Technologies, AdKaora and the MarTech hub of Mondadori Group are adding an important element to proprietary advertising solutions, delivering content to a target that is already present at points of sale and inclined to product conversion.

Furthermore, it draws on systems installed in more than 200 independent and municipal pharmacies and health product shops, for a total of approximately 5.6 million passes and more than 18 million contacts per month. This is an opportunity for brand visibility, taking advantage of the exclusive positions of the screens inside the stores, where significant daily traffic is recorded.

Valerio Ginnasi and Giuseppe Facente, respectively Co-Founder and Managing Director of Netmedialick – Haiku Technologies, comment: ‘Through synergy between Haiku and AdKaora, retail media in the pharma sector is evolving, combining IoT technology, intelligent data and multi-channel advertising strategies. Through the Addendo Pharma circuit, brands can communicate in a targeted, contextualized way, further influencing the purchasing process at the most strategic moment. By integrating AdKaora services and technology with our Addendo Pharma platforms, brands can measure the impact of their campaigns, optimizing ROI and offering solid, timely data on sales related to each individual product due to our IoT system “ADBox”. This multichannel approach transforms turns pharmacies into hubs for interaction between brands and consumers, enhancing the customer journey and strengthening the link between the physical and digital worlds.’

Davide Tran, CEO of AdKaora, goes further: ‘Even for the pharmaceutical sector, innovation starts from understanding customer behaviour, personalizing content and relationships, and using data intelligently to improve business strategies. This is why advertising solutions such as retail media can really make a difference in delivering content that is highly relevant to individual pharmacies while gathering timely customer insights. Together with Haiku, we will be active at premium pharmacies nationwide, with the goal of continuously expanding the network of screens, and we will oversee retail media in the pharma channel with a multi-channel approach tied to different campaign objectives. Above all, we will enhance drive to store by influencing product consideration and conversion more directly, fully exploiting the effective micro-moment. Last but not least, we could give all brands a real boost in sales, that is, the real ROI of our activity, an aspect that makes us unique on the market.’

Media planning relates to real-time monitoring of certified passes, reporting on the possibility of integrating sales data at the individual point of sale and post-campaign analyses conducted using Haiku’s proprietary IoT technology ‘AdBox’, which allows the impact of the campaign on sell out to be measured, with a tangible effect of advertising on sales.

This makes it possible to enhance in-store communication, influence purchasing decisions, further personalize promotions, and differentiate communications on a fine scale, down to the individual point of sale.
The mass of data collected on consumers and actual presence in stores thus enriches and fuels AdKaora’s expansion of proximity marketing, with the goal of drawing on the clusters identified to further stimulate drive to store in a multi-channel perspective.

In fact, circular and multi-touchpoint coverage (displays, rich media, push notifications, social networks, Stocard, digital out of home) is offered to create exclusive offline experiences and increasingly innovative digital opportunities.

Francesca Michielin is the star of the third episode of “Il Podcast di Sanremo”, the first event podcast dedicated to the history of the Festival, created by TV Sorrisi e Canzoni, a leader in the entertainment world.

The young singer-songwriter, competing this year, relived the highlights of Italy’s most famous singing competition from 1995, the year of its inception, to 2016 when she competed for the first time. She is joined by the usual presenters Aldo Vitali, director of TV Sorrisi e Canzoni, Lodovica Comello, TV host and radio speaker, and actor and content creator Tommaso Cassissa.

Francesca Michielin shared her memories of the Festival both from her childhood, when she never missed a single edition, and from when she personally participated in it.
Her first appearance at the Ariston was in 2012 in the duet with Chiara Civello. Later, in 2016, when she was barely twenty-one, she competed for the first time with the song “Nessun grado di separazione,” accompanied by maestro Beppe Vessicchio. “When I found out I was in the top 3, I fainted,” Francesca shared on the Sorrisi podcast.

A few months later she took part in Eurovision, having finished in second place at the Festival behind Stadio, who decided not to participate. “That year I represented Italy at Eurovision in place of Stadio. The song had the right message, and I’m glad I got it out to a wider audience,” Michielin remarked.

In 2021 Francesca participated for the second time in Italy’s most famous singing competition, this time together with Fedez. A year later, she went on to conduct the orchestra during Emma Marrone’s performance in the 2022 edition of Sanremo. “Two days after the performance, I had to defend my dissertation,” Francesca recalled.

During the Sorrisi podcast episode, Francesca Michielin also made a proposal: “Why not have two different votes? One to win Sanremo and one to go to Eurovision.”

Next Tuesday, the Sorrisi podcast will again accompany listeners through the history of the Italian Song Festival from the 1950s to the present day, analyzing its secrets and revealing exclusive behind-the-scenes stories, along with a special guest who has left an indelible mark on the Italian music scene.
Starting today, you can listen to and watch the new episode of the Sorrisi podcast on YouTube and on all streaming platforms (Spotify, Apple Podcast and Amazon Music).

Coma_Cose were the stars of the second episode of ‘Il Podcast di Sanremo’, the first event podcast dedicated to the history of the Festival, created by TV Sorrisi e Canzoni, a leader in the entertainment world.

The indie pop duo, consisting of California and Fausto, is competing this year, and they relived highlights from the most famous singing competition in Italy from 1981 to 1996 along with presenters Aldo Vitali, director of TV Sorrisi e Canzoni, Lodovica Comello, television host and radio speaker, and actor and content creator Tommaso Cassissa.

Coma_Cose shared personal memories and anecdotes with the public:
Fausto talked about his relationship with Sanremo, which started when he was little. ‘At my house, it was a classic. As with all Italian families, I have many childhood memories tied to the festival,’ including even more bizarre ones like the funny performance by the comedian Francesco Salvi or the unusual performance by the duo I Righeira and their unique looks.

‘In my family, however, we didn’t watch TV. So I decided to go there myself,’ California added with a smile.
The artist then talked about the great emotion he felt at their first Sanremo performance in 2021, followed by the duo’s participation in 2023 and the upcoming competition in the 2025 edition. ‘As I stood in front of the microphone, I tried to breathe and I couldn’t… something that had never happened to me before.’

The episode continued with many other curiosities, discussing the years when the record companies required that singers perform in playback, or when the festival moved from the Ariston Theatre to the Sanremo Flower Market, as well as incredible collaborations like the one between Totò Cutugno and Ray Charles.

On Tuesdays for another two weeks, the Sorrisi podcast will accompany listeners through the history of the Italian Song Festival from the 1950s to the present day, analysing its secrets and revealing exclusive behind-the-scenes stories, along with a special guest who has left an indelible mark on the Italian music scene.

The podcast will include entertaining quizzes and untold behind-the-scenes trivia, guaranteeing fun moments and plenty of memories to arrive well prepared for the new edition of the Italian Song Festival. Starting today, you can listen to and watch the Sorrisi podcast on YouTube and on all streaming platforms (Spotify, Apple Podcast and Amazon Music).

si, da ascoltare a da vedere, è disponibile da oggi su YouTube e su tutte le piattaforme di streaming (Spotify, Apple Podcast, Amazon Music).